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论文编号：	896
作者编号：	2120072030
上传时间：	2009/5/20 21:22:31
中文题目：	电信企业客户俱乐部营销实施模型
英文题目：	The Study of Building and Impl
指导老师：	李东进
中文关键字：	客户俱乐部；客户关系管理；中国
英文关键字：	customer club; customer relati
中文摘要：	著名管理学大师彼德•德鲁克（Peter Drucker）在谈论客户关系时强调，“企业经营的真谛是获得并留住顾客”。越来越多的实践也证明，企业成功的关键在于重视顾客的需求，提供满足顾客需求的产品和服务，有效地管理顾客关系，以确保顾客较高的满意度，增加重复购买的可能性。客户俱乐部营销就是基于客户关系管理理念下的一种营销工具，所谓客户俱乐部营销就是企业以客户俱乐部为平台进行客户关系管理的一种营销策略，其中客户俱乐部是企业为其价值客户创立的消费者社区，在该社区内会员可以获得高感知价值的利益组合，企业则可以通过与会员的定期沟通，更好的了解其价值客户，与其建立长期持久的关系，从而获取客户的终身价值。 21世纪中国电信业竞争进一步加剧，各大运营商开始意识到，保持现有客户资源对企业来说意义重大。在这一背景下，各大运营商纷纷实施了客户俱乐部营销策略，希望以此来维持企业与其高价值客户的关系，提高企业高价值客户的忠诚度，从而提高企业的收益。但是，目前各大运营商实施客户俱乐部营销的总体效果并不理想，大部分客户俱乐部没有发挥其应有的作用，浪费了企业大量的资源。那么，电信运营商到底应该如何实施客户俱乐部营销策略？这就是本文所要研究的核心问题。 本文回顾了关系营销、客户关系管理等相关理论，并在此基础上依据Francis Buttle客户关系管理价值链理论构建了客户俱乐部营销的实施模型——客户俱乐部营销价值链模型。然后，论文通过多案例研究的方法对中国移动A公司和中国电信B公司实施客户俱乐部营销的过程进行了深入分析。通过案例分析，一方面，验证了本文所构建的客户俱乐部营销价值链模型，另一方面，得出了一些对于中国电信企业实施客户俱乐部营销策略的启示和建议。
英文摘要：	When Peter Drucker, a famous master in management, talked about customer relationship, he stressed, “The essence of business is to acquire and retain customers.” More and more practice has also proved that the key to business success lies in paying more attention to customer’s need. Company should provide customers with product or service meeting their need, manage customers relationship effectively，ensure customers receive high level of satisfaction, and then increase the possibility of repurchase. Customer Club Marketing is a marketing tool which is based on the concept of customer relationship management. The so-called Customer Club Marketing is a marketing strategy which makes use of customer club to manage customer relationship. Customer Club, a kind of consumer community, is founded for enterprise’s valuable customers. Members of the club can acquire high-perceived value; With communicating with members periodically，enterprises are able to learn more about their customers, set up long-term relationship with them, and then acquire their lifetime value. In the 21st century competition is becoming moere and more fierce in China’s telecommunications industry. Operators began to realize that it is significant to maintain existing customers. In this background, major operators applied customer club marketing strategy, in order to keep relationships with their high-value customers and enhace the degree of their loyalty, thereby incresing earnings. However, most of customer clubs didn’t play their due role. Opeators wasted a great many resources. The problem how operators should apply customer club marketing strategy became the core issue of this thesis. This thesis reviewed the relationship marketing, customer relationship management and other related theories, and then built the implementing model of customer club marketing，customer club marketing value chain model, on the basis of CRM value chain theory by Francis Buttle. Then, it took A company of China Mobile and B company of China Telecom as example to analyze their process of implementing customer club marketing .Through case studies, on the one hand, it verified the customer club marketing value chain model, on the other hand, drew some implications and suggestion for China's telecommunications industry to implement customer club marketing strategy.
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