本文選題：客戶價值 + 客戶細(xì)分��； 參考：《電子科技大學(xué)》2013年碩士論文

【摘要】：隨著全球經(jīng)濟(jì)的飛速發(fā)展，企業(yè)之間的競爭不斷加劇，企業(yè)的商務(wù)環(huán)境也發(fā)生著巨大的變化，客戶不再是被動的接受者，其在交易中的地位產(chǎn)生了根本性的轉(zhuǎn)變。對于一個企業(yè)來說，客戶既是其重要的資產(chǎn)，同時客戶也是這家企業(yè)在整個行業(yè)，乃至整個市場中的競爭點，企業(yè)與客戶之間的關(guān)系也在逐漸加強(qiáng)，客戶管理已經(jīng)成為衡量企業(yè)綜合競爭力的必然影響條件。客戶價值是客戶管理的核心，在對客戶的開發(fā)，保留和持續(xù)發(fā)展的生命周期里，對客戶價值的評估，判斷始終是貫穿整個過程的著重點。 談到客戶價值，我們要想到的是，客戶能夠為企業(yè)創(chuàng)造怎么樣價值，同時我們還要考慮到企業(yè)又能夠給客戶帶來怎么樣的收獲。所以說，我們可以將客戶價值理解為上述兩個不同層面的內(nèi)容。在這里，，本文研究的是客戶為企業(yè)創(chuàng)造的價值，并且以一家半導(dǎo)體制造企業(yè)——A半導(dǎo)體公司作為研究對象。 本文的主要內(nèi)容包括以下幾個方面：首先，對核心客戶關(guān)系管理產(chǎn)生的背景和理論上的沿革作了詳細(xì)的探討，提出核心客戶關(guān)系管理產(chǎn)生的條件和必然性，對客戶價值評估方法和客戶細(xì)分等概念，根據(jù)研究的文獻(xiàn)對其進(jìn)行了闡述，同時還根據(jù)現(xiàn)在的客戶價值，以及客戶細(xì)分的現(xiàn)狀等進(jìn)行了進(jìn)一步的探討；其次，由于企業(yè)在客戶關(guān)系管理方面的實際需要，本文將構(gòu)建了一套適合客戶關(guān)系管理，尤其是適合核心客戶關(guān)系管理的體系，用于討論并深化客戶價值評估；然后，根據(jù)文中研究的客戶價值評估體系，把這種評估方法應(yīng)用到A半導(dǎo)體公司的現(xiàn)階段客戶管理，確定客戶分類的標(biāo)準(zhǔn)；最后，綜合分析客戶細(xì)分理論及核心客戶關(guān)系管理具體實施細(xì)節(jié)。 本文的研究旨在通過研究客戶價值評價體系和客戶細(xì)分方法的建立，探討一套對A半導(dǎo)體公司有效的核心客戶關(guān)系管理的客戶價值評估方法，從而幫助企業(yè)識別核心客戶，針對不同的客戶群體區(qū)別對待，總結(jié)出一套行之有效的核心客戶關(guān)系管理方法和實施手段，實現(xiàn)以最小成本獲得最大的收益，提高企業(yè)在半導(dǎo)體市場的整體競爭力。
[Abstract]:With the rapid development of the global economy, the competition between enterprises is becoming more and more serious, and the business environment of enterprises is also undergoing tremendous changes. Customers are no longer passive recipients, and their position in transactions has changed fundamentally. For an enterprise, the customer is not only its important asset, but also the competition point of the enterprise in the whole industry and even the whole market. The relationship between the enterprise and the customer is gradually strengthened. Customer management has become an inevitable influence condition to measure the comprehensive competitiveness of enterprises. Customer value is the core of customer management. In the life cycle of customer development, retention and continuous development, the evaluation of customer value is always the focus of the whole process. When it comes to customer value, what we should think about is how the customer can create value for the enterprise, and at the same time, we have to consider what kind of gain the enterprise can bring to the customer. Therefore, we can understand customer value as the above two different levels of content. Here, this paper studies the value created by customers for enterprises, and takes A semiconductor company as the research object. The main contents of this paper include the following aspects: firstly, the background and theoretical evolution of core customer relationship management are discussed in detail, and the conditions and inevitability of core customer relationship management are put forward. The concept of customer value evaluation and customer segmentation is expounded according to the research literature. At the same time, it is further discussed according to the current customer value and the current situation of customer segmentation. Secondly, Due to the actual needs of the enterprise in customer relationship management, this paper will build a suitable system for customer relationship management, especially for core customer relationship management, to discuss and deepen customer value evaluation. According to the customer value evaluation system studied in this paper, this evaluation method is applied to the current customer management of A semiconductor company to determine the standard of customer classification. Comprehensive analysis of customer segmentation theory and the implementation of core customer relationship management details. The purpose of this paper is to study the establishment of customer value evaluation system and customer segmentation method, and to explore a set of effective customer value evaluation methods for core customer relationship management of A semiconductor company, so as to help enterprises identify core customers. According to different customer groups, this paper summarizes a set of effective core customer relationship management methods and implementation methods to achieve the maximum profit at the minimum cost, and improve the overall competitiveness of enterprises in the semiconductor market.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F416.63

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本文編號：2019192