Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

Studies on Strategies of Customer Relationship Marketing

Author ZhangBo
Tutor LuoGuoMin
School Jinan University
Course Business management
Keywords Customer Relationship Marketing Communication Value Credit Tactics
CLC F274
Type Master's thesis
Year 2003
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Great changes along with market structure and competition increasingly fierce , more and more companies recognize that alone is a good product , excellent quality can not guarantee that the competitive advantage of the enterprise , the customer is becoming more and more active in the market , has been the relationship between business survival and development of the most valuable resources . How to effectively carry out customer relationship marketing , to establish and maintain long-term close and mutually beneficial relationship with the customer , which is a major topic of corporate marketing activities . This paper first describes the evolution of customer relationship marketing background in the status quo of China 's enterprise applications , specific analysis of the causes and consequences of the development of customer relationship marketing , pointed out that Chinese enterprises still exist in the understanding and practice of certain deviation ; Secondly, this paper analyzes the customer more comprehensive theoretical basis of relationship marketing , respectively, to clarify the nature of the relationship and the relationship marketing theory , to lay the foundation for the proposed strategy ; Finally, through the analysis of the customer relationship , summed draw the five enterprises to develop customer relationship marketing strategy , strive system to provide guidance for enterprises to develop customer relationship marketing .

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