摘要
客户关系管理源于“以客户为中心”的新型商业模式,是一种旨在改善企业与客户之间 关系的新型管理机制。客户忠诚度是客户关系管理中的重要概念,也是客户关系好坏的重要 衡量指标。本文通过对于企业销售收入和销售成本的分析,找出了客户忠诚度对于企业利润 率的直接影响。同时通过终身价值的分析,忠诚客户所带来的长期效应的分析,和顾客保留 率等方法进行的分析,得到了企业的长期利润模式和客户忠诚度的量化关系。
The origin of Customer relationship management (CRM) is a new business model with a concept of focuson customer,which is a new management system aimed for building up good relationship between enterprises andcustomer. Customer loyalty is a very important concept for CRM, also a measurement for customer relationship.In thebelow discussion,we can find the direct impacton profit of enterprises by customer loyalty through analysis of salesrevenue and sales cost.Then with analysis of customer value over lifetime,analysis of long-term cooperaion effect withloyal customer,and analysis with method of customer retain rate,we get quantitative relationship between customerloyalty and long-term revenuemodel.
出处
《北京市财贸管理干部学院学报》
2003年第3期31-35,共5页
Journal of Beijing Institute of Finance and Commerce Management
