MK化妆品公司客户关系管理方案研究_客户关系管理方案

2020-02-27 公司文案下载本文

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摘要

论文题目：MK化妆品公司客户关系管理方案研究专业：工商管理

硕士生：耿辉

指导教师：文炳洲副教授

摘要

随着经济全球化和中国加入 WTO、客户需求的个性化，MK公司所面临的市场竞争环境日益剧烈，客户大量流失，客户资产成为企业一项重要无形资产，客户关系管理成为保证 MK公司长期成功与持久竞争优势的关键。

本文系统地分析了影响MK客户关系的各种宏微观因素，总结出了决定 MK客户忠诚度的各种因素之间的关系；然后对 MK的客户满意、客户价值、客户信任、客户转移成本、客户终生价值、客户忠诚做了详细的调查统计，并结合 MK的历史数据，运用因子分析法得出失去履行的成本与沉没成本与重复购买意图之间的相关程度最大；运用多元回归分析发现 30岁以后客户群更看重产品性能与售后服务质量，30岁以前的客户群更看重产品性能与美容讲座质量；应用 AHP法得出化妆品性能对客户满意度影响程度最大，其次是美容讲座质量，再次是化妆品的价格；继而由以上研究结果对 MK的现有客户进行了细分，将现有客户细分为维持型、黄金型、放弃型、发展型四种，并从信息技术角度和管理角度提出了 MK的客户关系管理针对四类客户尤其是黄金客户的具体措施。最后，本文结合 MK的实际情况，对 MK实施客户关系管理的前提提出了建议，签名：签名：

【关键词】客户关系管理；化妆品；客户细分

【论文类型】应用研究

西安交通大学硕士学位论文

Title: Study on The Customer Relationship

Management Plan of MK

Major

Name: Busine Administration: Geng HuiSignature :

Signature : Supervisor : Wen Bingzhou

Abstract

Withtheglobalizationofeconomy，ChinaenteringtheWTOand individuation ofcustomer needs，MKisfacing anever-increasing leveland iyt|ysitwxfcxmp|titixy, ayvlxsiygalxtxfit’scustxm|rs.zheCustomer RelationshipManagement(CRM)becomesakeyiueinsecuringthe long-term succe of the busine and persistent competent advantage.Firstly, the paper systematically analyzesvarious macro and micro factors that influence CRM of MK and draws up their connections.Secondly, the thesis makes detailed survey and statistics of customer satisfaction, customer perceived value、customertrust, customerperceivedswitching cost,customerlifetime value and customer loyalty and studies the above attributes applying correlation analysis、factor analysis, multi-regreion analysis,AHP.The results include that the relativity of repeating buying intention with the lost-performing cost and the sunken cost, and that the clients elder than thirties are more interested in quality and service while the younger ones are interested in the hairdreing course, and that the quality ofgoods, the hairdreing course andthe price are the greatest t{r|| factxrs iyflu|yciyg t{| custxm|rs’satisfaction.Based on the outcomes of the survey and statistics, the thesis segments the existing customersof MK and finds outthe customer clustershould maintainedand their characteristicsand how toattract new customers.Finally, Combinedwith MK realsituation, the thesis gives goal and measures and suggestions for MK to implement CRM.【Key Words】Customer Relationship；Cosmetic；

Customer Segmentation

【Type of Thesis】Applied Research

目录问题背景与研究思路

1.1问题提出....................(1)

1.1.1 MK公司简况................(1)

1.1.2 MK公司营销战略状况....................(2)

1.1.3 MK公司客户关系管理存在问题...........(3)

1.2研究目的与意义.....................(4)

1.2.1研究目的........................(4)

1.2.2研究意义........................(5)

1.3研究内容与研究思路....................(6)

1.3.1研究内容........................(6)