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论文拟通过对阿瞳牛社的基本情况和客户关系管理现状的了解,综合运用市
场营销的各种理论,在阅读大量理论文献的基础上,结合阿瞳牛社发展的实际情
况和行业特点,从而对阿瞳牛社的市场定位、网络营销策略、客户组成的地域细
分、人群定位、人群喜好度、喜好关联度、买家消费层级分布、买家等级分布等
分析以及客户关系管理的现状进行分析,总结出阿瞳牛社现行客户关系管理中存
在的问题,并针对其存在的缺乏科学的客户价值分类的关键问题,利用RFM模
型将阿瞳牛社客户细分为黄金客户,主要客户、一般客户及零星客户四类。根据
四类客户的不同特征,制定相应的客户开发策略、客户维护策略、客户挽回策略
以及实施保障措施,以期待提高阿瞳牛社客户关系管理的效率
论文试图通过对网络营销客户关系管理研究,期望可以丰富阿瞳牛社的网络
营销客户关系管理理论。通过运用客户关系管理的基本理论、方法,结合C2C电
子商务的特点,制定低成本、具有可行性的客户关系管理方案,从而促进阿瞳牛
社整体竞争力的提升
关键词:阿瞳牛社;RFM模型;网络营销;客户关系管理;客户细分;
工商管理硕士学位论文
III
Abstract
CustomerRelationshipManagement(CRM)involvestheinteractiveinformation
betweenthecompanyandthecustomerontheprocessofproductsales,marketingand
service,miningthepotentialvalueofcustomers,whichcanhelpthecompanypredict
thecustomer'sconsumerbehaviorandachievethepurposeofattractingnewcustomer,
keepingexistingcustomerandtransformingthepotentialcustomerintoloyal
customer.AsthekeyofCRM,customersegmentationisnotjustasimplemarketing
technique;itisalsoaneffectivetoolthatthecompanycanutilizetogetmore
knowledgeabouttheircustomers.Alotofscholarsfoundthattheabilityofcustomer
retention,whichincludesattractnewcustomer,keepexistingcustomerandincrease
theclient’srepurchaseintention,hasagreatinfluenceonthecompany’sperformance.
Andacompany’sprofitscanbeimprovedbypromotingthecustomerretentionrate.
Therefore,theresearchonAtong’sCRMhasapracticalsignificanceforpromoting
Atong’sperformance.
WiththereferenceofpreviousresearchonCRMandcharacteristicsofonline
tradeindustry,IhaveanalyzedAtong’smarketpositioning,onlinesalestrategy,local
segmentationofcustomer,customer’spreference,correlationofcustomer’s
preference,hierarchicaldistributionofconsumerbuyers,customerrelationship
management.Then,IhavefoundouttheproblemexistedinAtong’scustomer
relationshipmanagement,andthecriticalissueislackofscientificclassificationof
existingcustomer.Totacklethis,IuseRFMmodelstosegmentAtong’scustomers
intogoldcustomer,maincustomer,generalcustomerandsporadiccustomer.
Accordingtothedifferentcharacteristicsofthefourcategoriesofcustomers,I
developappropriatecustomerdevelopment,maintenance,restorestrategyand
implementationofsafeguards,whichisassumedtoimproveAtong’scustomer
relationshipmanagementefficiency.
Inthispaper,inordertoenrichAtong’sonlinemarketingcustomerrelationship
managementtheory,Ialsotrytoresearchononlinemarketingcustomerrelationship
managementbiningthecharacteristicsofC2Ce-commerce,mymethodis
applyingthebasictheoryofcustomerrelationshipmanagementandmethodsto
阿瞳牛社天猫网店客户关系管理研究
IV
developlow-cost,feasiblecustomerrelationshipmanagementsolutions.Andthis
methodcanhelppromotetheupgradingofAtong’soverallcompetitiveness.
Keywords:Atong;RFMModel;E-Marketing;CRM;CustomerSegmentation