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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） Based on the customer in the life cycle of

customer relationship management strategy

学 院 商学院 专 业 工商管理 行政班级 学 号 姓 名 指导教师 职称 完成日期

诚 信 承 诺

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：With the era of customer relationship，the traditional way of relying solely on the product to the enterprise has not sustained competitive advantage，customer relationship has become an increasingly important strategic resource. Although many enterprises have begun to customer relations management of research and application, but they often limited to static consideration, this article from the Angle of customer lifecycle, to dynamic characteristics of each stage for customers take appropriate strategy

Key words：customer relationship; customer life cycle; customer value; customer management strategy

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·························6 5 经营意见······························································8 6 总结··································································8 参考文献································································8

1.绪论