基于顾客细分的顾客资产管理研究

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1、华中农业大学硕士学位论文基于顾客细分的顾客资产管理研究姓名：何小波申请学位级别：硕士专业：农业经济管理导教师：葛松林20060601于中农业大字2006辟碌1学位论文：铁顿客细分的客资产管理研究AbstractIthasbeenverydifficultforthetraditionalmarketingtheorytoadapttothechangingmarketingenvironment.Beginningfromtheendoflastcentury,theacademescontinuallyfo

2、cusonexplorationofnewmarketingideasandtheviewpoints.Intheseexplorations,theyareallintherelationalmarketingframe，andmaketheimprovementtothetraditionalmarketingtheoryandthemethodbytakingthecustomersasthecenterandtakingthenetworkandtheinformationtechnologyasth

3、emarketingtools.Byintegratingenterprise'sinternalandexternalresources,andmanagingtherelationsbetweentheenterpriseandotherstakeholdersscientifically,thecompanycanpromotethecommunicationbetweenenterprisesandcustomers,meetthedifferentgrowingneedsofcustomers,th

4、enestablish^consolidateandmanagecustomers'long-termgoodrelations,andallofthesewillformthecontinualcompetitiveadvantagesofenterprise.Administratingthecustomerasenterprises'asset,isnotonlyanewtheorywhichproposedbyacademesaccordingtopredecessor'stheoryandthema

5、rketingpractice,butalsotheurgentdemandofenterpriseswhoareadoptingcustomerrelationmanagementstrategyandimplementingtheCRMplatform.Themarketingstrategydevelopedfromproductorientedtomarketoriented,andthentocustomeroriented,andthecorewhichtheenterprisemanagesal

6、soevolvesfromtheproductmanagementtotheassetmanagement,andthentocustomermanagementDuringthisprocess,thecustomerequitygraduallybecomesthekeystrategyassetofenterprises.Howdoestheenterpriseimplementthecustomereqmtysti^tegy?Howtomanageandpromotethecustomerequity

7、effectively?ThisisalreadythehotunsolvedtopicofacademesandiThisfirstpartofthisarticledetailedlyanalyzedtheproblemsexistingcustomermanagementofdomesticenterprise,andproposedthesignificanceandmethodsofthestudyinthisarticle;Thesecondpartreviewedrelatedliteratur

8、esofthemarketsegmentationandcustomerequitytheory,andintroducedandgaveashortcommentofpresentforeignanddomesticacademicstudyachievementsonthecustomerequitymanagementarea;Thethirdpartdemonstnitedhowtosegm