摘要
针对基于客户价值矩阵的客户类型划分方法的不足,本文提出三维价值评价体系,除客户价值和客户潜在价值之外,将企业自身相对优势作为第三个变量指标,并通过模糊综合评价判断出各指标的价值高低,借助三维价值体系图,将客户分为八类,同时本文针对这八类客户的不同特征,提出了相应的资源配置及价值提升策略,从而帮助企业培养更强的客户导向意识,引导企业业绩改善的方向。
Considering the deficiency of CV - matrix - based customer classification method, a 3 - dimension value evaluation system is proposed in this essay. Besides the two indexes of customer value and customer potential value, companies＇ own relative advantage serves as a third variable index. By fuzzy comprehensive evaluation model to get different values of the three indexes and by virtue of 3 - dimension value system, the customer type is classified into 8. And according to the different characteristics of the 8 sorts, the corresponding strategies of resources allocation and value upgrading are proposed, which will help companies to foster stronger customer- oriented concept, and point the direction of the performance improvement for the companies.
出处
《商业经济与管理》
CSSCI
北大核心
2006年第11期43-47,67,共6页
Journal of Business Economics
关键词
客户关系管理
客户分类
三维价值体系
模糊综合评价
customer relationship management （CRM）
customer classification
3 - dimension value system
fuzzy comprehensive evaluation
