K化妆品公司客户关系管理方案研究

MKWTOMKMKMKMKMKMK3030AHPMKMKMKMKTitle:StudyonTheCustomerRelationshipManagementPlanofMKMajor:BusinessAdministrationName:GengHuiSignature:Supervisor:WenBingzhouSignature:AbstractWiththeglobalizationofeconomyChinaenteringtheWTOandindividuationofcustomerneedsMKisfacinganever-increasinglevelandintensityofcompetition,andlosingalotofit’scustomers.TheCustomerRelationshipManagement(CRM)becomesakeyissueinsecuringthelong-termsuccessofthebusinessandpersistentcompetentadvantage.Firstly,thepapersystematicallyanalyzesvariousmacroandmicrofactorsthatinfluenceCRMofMKanddrawsuptheirconnections.Secondly,thethesismakesdetailedsurveyandstatisticsofcustomersatisfaction,customerperceivedvaluecustomertrust,customerperceivedswitchingcost,customerlifetimevalueandcustomerloyaltyandstudiestheaboveattributesapplyingcorrelationanalysisfactoranalysis,multi-regressionanalysis,AHP.Theresultsincludethattherelativityofrepeatingbuyingintentionwiththelost-performingcostandthesunkencost,andthattheclientselderthanthirtiesaremoreinterestedinqualityandservicewhiletheyoungeronesareinterestedinthehairdressingcourse,andthatthequalityofgoods,thehairdressingcourseandthepricearethegreatestthreefactorsinfluencingthecustomers’satisfaction.Basedontheoutcomesofthesurveyandstatistics,thethesissegmentstheexistingcustomersofMKandfindsoutthecustomerclustershouldmaintainedandtheircharacteristicsandhowtoattractnewcustomers.Finally,CombinedwithMKrealsituation,thethesisgivesgoalandmeasuresandsuggestionsforMKtoimplementCRM.KeyWordsCustomerRelationshipCosmeticCustomerSegmentationTypeofThesisAppliedResearch311.1.................................................................................................(1)1.1.1MK......................................................................................(1)1.1.2MK.....................................................................(2)1.1.3MK.....................................................(3)1.2....................................................................................(4)1.2.1..............................................................................................(4)1.2.2..............................................................................................(5)1.3............................................................................(6)1.3.1..............................................................................................(6)1.3.2.........................................................................(6)22.1................................................................................(8)2.1.1.........................................................................(9)2.1.2.......................................................................(10)2.1.3..............................................(13)2.2.........................................................(14)2.3.......................................................................................................(24)3MK3.1MK.............................................(25)3.1.1..........................................(25)3.1.2WTOMK..........................................(29)3.1.3MK......................................................(30)3.1.4MK.............................................(31)3.1.5MK..............................................................(32)3.1.6MK......................................................(33)3.1.7MK..............................................................(35)3.2MK.............................................(36)3.2.1MK..........................................(36)3.2.2MK.......................................................(37)43.2.3MK.......................................................(38)3.2.4MK.......................................................(38)3.2.5MK.......................................................(39)3.3......................................................................................................(44)4MK4.1MK......................................................(46)4.1.1MK...................................................................(46)4.1.2MK............................................................................(50)4.1.3MK........................................................................(53)4.1.4MK........................................................................(59)4.1.5MK........................................................................(60)4.2MK.......................................................................................(60)4.3.......................................................................................................(69)5MK5.1MK..............................................................(70)5.1.1MK...............................................................(70)5.1.2MK...................................................................(70)5.2MK..............................................................(72)5.3MK.................................(79)5.3.1...........................................