【作者】 杨军；

【导师】 黄鹏；

【作者基本信息】 苏州大学 ， 工商管理（专业学位）， 2012， 硕士

【摘要】 随着经济全球化的发展,信息交流越来越迅捷,企业面临着前所未有的市场竞争。对核心客户的维护能力成为企业生存和发展的关键性因素。其前提条件是对客户实行细分管理以识别核心客户,将企业有限的资源分配在与核心客户关系的维系与发展上,以获得企业真正的竞争优势。如何有效实现客户细分管理,提高半导体代工行业的客户关系管理水平,提升核心客户的忠诚度,为企业创造更多的的经济和社会效益,是半导体代工行业面临的一个重要课题。在客户细分管理中,计算客户价值是实现客户细分管理的重要方法和手段。而客户细分管理在本行业中的发展还处于初级阶段,在行业中的研究和探讨还远远不够,其应用还存在一些问题。本文首先就客户价值理论、基于客户价值理论的客户细分管理的概念以及国内外研究成果展开论述;其次介绍了半导体代工行业的一些特殊情况,总结了我国半导体代工企业传统管理方式及存在的问题,由此提出了实施客户细分管理的必要性及可行性;再次,在前文基础上,综合客户当前价值、客户忠诚度和客户潜在价值在客户分类中的应用,构建了基于客户价值的客户细分模型,为企业合理分配资源提供了依据;最后,以KS公司为案例,探讨了如何使用此客户细分模型,改善其客户细分管理。更多还原

【Abstract】 With the development of economic globalization and more prompt information exchange,market competition of enterprise is confronted seriously.The capability of maintain core customers has become the critical factor that affect the survival and development of enterprise.The precondition is to implement Customer Classified Management,to distinguish core customer,to distribute enterprises’limit resource to maintain and develop the relationship with core customers,to gain the true competitive edge.In order to improve the overall level of Customer Relationship Management,improve the core customers’loyalty and create more economic and social benefit.How to implement Customer Classified Management effectively becomes a very important topic for Semiconductor OEM industry.Calculation of customer value is an important method and means.Customer Classified Management is now in the pimary stage in Semiconductor OEM industry.There is still lack of systematic research,and still has problem in application.The thesis first starts discussion with customer value theory,customer value-based Customer Classified Management theory,the literature review and a theoretical research at home and abroad;second,introduces some special situation of the Semiconductor OEM industry,points out the necessity and feasibility of implement Customer Classified Management,according to the analysis of existing states;third,sums up the application of the customer value(the customer current value,the customer loyalty and the customer potential value)in the customer classification,set-up a customer classification system base on the customer values.The model provides a direction to distribute the enterprise’s resource reasonablely;finally,taking KS Company as an example,investigate how to use this customer classification model to improve the level of Customer Classified Management.更多还原