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

Company C Chinese market customer value evaluation system design and application

Author ShenYu
Tutor ZhaoLaiJun
School Fudan University
Course Project Management
Keywords Customer Relationship Management (CRM) Customer Value Customer value assessment Analytic Hierarchy Process (AHP)
CLC F274
Type Master's thesis
Year 2010
Downloads 44
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With the trend of globalization is the increasingly rapid development of marketing from the seller's market into a seller's market to a customer-centric . Become the company's most valuable resources , differentiated marketing strategy to help businesses get the best possible customer base . Customer relationship management (CRM) has become a corporate marketing strategy and marketing system applications continued hot , evaluation is the core and foundation of the study of CRM and customer value . Firstly, genre and theory of the course of development of the CRM research and CRM analysis , and classified to establish the technical route of this research ; then combined in the literature on the basis of C Company G products, customers , and the actual market situation , from the customer's current value and potential value of the two established customer value evaluation system of C Company , established at all levels indicators weights customer value evaluation study using the analytic hierarchy customer base of Company C G products in China , the sort C ten typical customer value customers ; further use of cluster analysis of customer value evaluation data obtained were analyzed , the typical customer base is subdivided into four major categories of customers: value customers , value customers the latent value customers , low-value customers , according to the specific circumstances of different customer classification , developed a different customer management strategy . Finally, a summary of work on this article , and pointed out the lack of research and future prospects . The significance of the research work on the CRM With more experience : the ability to get practical guidance available strategy truly reflects an effective role in guiding CRM resource management for enterprise customers .

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