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1、Study on Customer Retention Strategy of Individual-Customer in Durable Consumption Goods Market Based on ServiceA Thesis Submitted to Chongqing Universityin Partial Fulfillment of the Requirement for theDegree of Master of ManagementByLi JunSupervised by Prof. Zhang XumeiMajor: Business ManagementCo
2、llege of Economics and Business AdministrationChongqing University , Chongqing, ChinaApril, 2011重庆大学硕士学位论文摘要中文摘要客户关系管理已经成为企业界和学术界公认的有效竞争利器，客户保持是客户关系管理的核心内容，有效的客户保持是企业克敌制胜的法宝。在竞争日益激烈的今天，客户关系管理已经融入到各行各业，耐用消费品市场也不例外。随着客户资源的日益稀缺，耐用消费品市场实施客户关系管理实现有效客户保持意义重大并成为大势所趋。本文以耐用消费品市场个体客户为研究对象、以服务为研究切入点、以实现有效个体客户保
3、持为研究目的，充分考虑了耐用消费品市场及个体客户的行业特性和客户特性对客户保持的影响，分别从定性和定量两个方面进行了研究。本文主要研究内容包括：首先，分析了耐用消费品市场的特点、个体客户的特点和个体客户保持的特点。耐用消费品市场具有耐用性、高价性、专用性、共用性、投资性等特点；个体客户具有消费需求有限、购买能力有限、非理性思维方式、消费刚性等特点；个体客户保持具有服务决定性、长期收益性、成本敏感性、技术难度高等特点。耐用消费品市场的行业特性和个体客户的客户特性决定了其客户保持具有一定的特殊性。其次，定性分析了耐用消费品消费周期对于个体客户价值评价的影响，提出了用基础价值和消费周期组成的二维矩阵
4、对耐用消费品市场个体客户进行价值划分，并针对每一个价值划分提出了相适应的服务策略以实现对具有不同价值的个体客户的有效保持，实现企业收益最大。最后，构建了基于服务的耐用消费品市场个体客户保持模型和个体客户群保持模型，分别定量研究了在服务资源无限和有限条件下服务投入对客户保持效果和企业收益的影响。耐用消费品市场个体客户保持可以通过投入服务实现，服务投入的大小决定了个体客户的满意度和交叉购买意愿，进而决定了个体客户保持效果。企业可以通过控制服务投入以实现最优程度上的个体客户保持从而实现收益最大。关键词：耐用消费品市场，个体客户，客户保持，客户价值，客户关系管理I重庆大学硕士学位论文英文摘要ABSTR
5、ACCustomer retention is the core content of customer relationship management whichhas been recognized as the most effective tool in business competition by academia andenterprises and effective customer retention is like a magic weapon that can win thecommercial enemy easily. Today, in the more comp
6、etitive environment, customerrelationship management has been introduced into every industry beside durableconsumption goods market. Its very important to implement customer relationshipmanagement to achieve effective customer retention in durable consumption goodsmarket when the customer resource i
7、s being rarer and it has been a big trend. So thispaper researches individual-customer retention in durable consumption goods marketbased on service considering the influence of the industrys feature and customersfeature and its aim is to achieve effective customer retention. The research carries ou
8、tfrom two sides of qualitative and quantitative. The primary research is as follows:First, the features of durable consumption goods market and the features ofindividual customer and its retention are been analyzed. Durability, high price, specialfunction, family sharing and invested are the feature
9、s of durable consumption goodsmarket; limited consuming demand, limited purchasing power, non-rational thinkingand rigid consuming are the features of individual-customer; service depending, longterm profitability, cost sensitive and difficult technology are the features ofindividual-customer retent
10、ion. These industry features and customer features ofindividual-customer in durable consumption goods marketits customer retention.lead to the differences ofSecond,theinfluencesofconsumptioncycletotheevaluationofindividual-customer in durable consumption goods market are been analyzedqualitatively,
11、and the matrix composed with fundamental value and consumption cycleis been proposed to segment individual-customer in durable consumption goods market,and some suitable service strategies for different customer segments aiming to achieveeffective customer retention are been given. All these can hel
12、p enterprise gaining themost profit.Finally, two models of individual-customer retention and individual-customergroup retention based on service are been constructed. The two models research theeffect of service investment to customer retention and enterprise profit quantitatively onII重庆大学硕士学位论文英文摘要
13、two conditions with enough service resource and limited service resource. Investingservice can help to realize individual-customer retention and the quantity of serviceinvestment effect the satisfaction of individual-customer and the desire of crosspurchasing, then effect the result of customer rete
14、ntion. Enterprise could reach theoptimal level of customer retention and gain the most profit by controlling serviceinvestment.Keywords: durable consumption goods market; individual-customer; customerretention; customer value; customer relationship managementIII重庆大学硕士学位论文目录目录中文摘要.I 英文摘要. II1 绪论. 11.1 研究的背景及意义 . 11.2 国内外研究现状 . 21.2.1 客户关系管理及其研究现状 . 21.2.2 客户价值和客户保持
