宁波大学商学院《基于客户生命周期的客户关系管理策略》学士学位论文.doc

本科毕业设计（论文）

题目：（中文）基于客户生命周期的客户关系管理策略
（英文）Basedonthecustomerinthelifecycleofcustomerrelationshipmanagementstrategy

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我谨在此承诺：本人所写的毕业论文《基于客户生命周期的客户关系管理策略》均系本人独立完成，没有抄袭行为，凡涉及其他作者的观点和材料，均作了注释，若有不实，后果由本人承担。

承诺人（签名）：潘玉峰
2011年4月20日

基于客户生命周期的客户关系管理策略

目录

摘要：随着客户关系时代的到来，传统的单纯依靠产品的方式已经不能给企业带来持久的竞争优势，客户关系成为越来越重要的一项战略资源。虽然很多企业已经开始重视客户关系管理的研究与应用，但他们往往限于静态的考虑，本文从客户生命周期的角度出发，来动态的针对客户各个阶段的特征采取合适的策略
关键词：客户关系；客户生命周期；客户价值；客户管理策略
Abstract：Withtheeraofcustomerrelationship，thetraditionalwayofrelyingsolelyontheproducttotheenterprisehasnotsustainedcompetitiveadvantage，customerrelationshiphasbecomeanincreasinglyimportantstrategicresource.Althoughmanyenterpriseshavebeguntocustomerrelationsmanagementofresearchandapplication,buttheyoftenlimitedtostaticconsideration,thisarticlefromtheAngleofcustomerlifecycle,todynamiccharacteristicsofeachstageforcustomerstakeappropriatestrategy
Keywords：customerrelationship;customerlifecycle;customervalue;customermanagementstrategy

1绪论·································································1
1.1研究背景·························································1
1.2问题的提出·······················································1
1.3国内外研究现状···················································1
1.3.1国外研究现状·················································1
1.3.2国内研究现状·················································2
1.4研究方法和技术路线···············································3
2客户关系管理的基本理论···············································3
2.1客户关系管理的概念和内涵··········································3
2.2客户关系管理的内容和原则··········································4
2.2.1客户关系管理的内容············································4
2.2.2客户关系管理的原则············································4
3客户关系生命周期·····················································4
3.1客户关系生命周期概述··············································4
3.2客户关系生命周期阶段的划分·········································5
4不同的客户生命周期阶段的客户管理策略························