????(relationship management)(?????(relationship marketing))?????????????????

1
? 1 ?

• ?????????

2
???????

• ????(relationship management)(?????(relationship
  marketing))?????????????????
• ??????????????,???????,???????????????,???????????
  ???????

3
???????(?)

• ???????????????,??????????????????????
• ??????????,??????????????????,????????,???????????
  ??

4
??????

• ??????(Customer Relationship Management
  ,CRM)????????????????????????,??????????????????,?
  ??????????????
• CRM??????????,????????????,??????,??????????,?????
  ??CRM??,????????????????????

5
??????(?)

• CRM??????????????????????????????????????
• ???CRM?????????????,?????????????,???????,????????
  ??,?????????,????????????

6
?CRM??????????

• CRM?????????????????,????????????????
• ?????????????????,??????????????????????????????
• ??1.1??CRM????????????????

7
??1.1 ?CRM??????????
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?CRM??????????(?)

• ?????CRM????????,???????????????,???????????,?????
  ??
• CRM?????????(customer foucs)?

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CRM???????

• ???????????????,???????????(lifetime
  value),??????????
• ??????????????????,????????,????????????
• ??1.2??,CRM??????????????,?????,??????????????,???
  ????????????,?????????

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??1.2 CRM??????????
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CRM??????????

• ????
• ???????????????,???CRM???????????????,????????????
  
• ??????????????????????,???????,??????????

12
CRM??????????(?)

• ?????????????CRM???????????????,??????????????????
  ,??????????????????????
• ???????????,?????????,????????????????

13
CRM??????????(?)

• CRM???????
• ?????(Share of customer Share of wallet
  )????????????????,CRM???????????,????????????

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CRM??????????(?)

• CRM?????????(cross-selling)?????(up-selling)?
• ????(cross-selling)???????????????
• ?????????(bundling),????????????????
• ????(up-selling)????????????????????

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CRM??????????(?)

• ???????????????,??????????????????,?????????
• ???????????????????????????????,????????

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CRM??????????

• CRM????????????????,??????,????????????,???????
• ????????????(information technology (IT)
  infrastructure ),?????????????????????????????????
  ??????????????????????

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CRM??????????(?)

• ?????????????????,??????
• ???????
• ????(process change)???????????,??????????????????
  ??
• ???CRM??????????????????,?????,????????,??????????
  ?????

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CRM??????????

• ????(continuity)???????????????,???????????????
• ???CRM??????????,???????????,???????????????????(c
  ontact point)??????,????????????????????????

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CRM??????????(?)

• CRM??????????????,???(personalization)????????????
  ???????,??????????????CRM?????,?????????,????????
• CRM??????????????????????????????????,????????????
  ????????????????,????????????,????????????????

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CRM??????????

• CRM?????????????????????????,???????????????????
• ????????????????????,?????????????(opportunity
  cost)??????????????????,?????????????,?????CRM????
  ??

21
???????

• ???
• CRM??????????????,???????????????????,???1.3???
• ?????,?????????(supply chain)?????--??????????????
  ?
• ?????????????????,CRM?????????????????,????????

22
???????(?)

• ???????
• ???????(lifetime value of the relationship)???????
  ???????????
• ???????????????,??????????
• CRM???????????????,?????????????

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???????(?)

• CRM??????????,???????,???????????????????--???????
  ?????????,??????

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??1.3 ?????????(End)