零售业客户关系管理及效果指标研究(1)

华中科技大学硕士学位论文零售业客户关系管理及效果指标研究姓名：温风云申请学位级别：硕士专业：工商管理指导教师：刘英姿20060429CRMCRMITCRMCRMCRMCRMITCRMCRMCRMAbstractAlongwiththecompetitionofclientresourcesbroughtaboutbytheglobalization,CRM(CustomerRelationshipManagement)havebeenprovedtobeadvantageousstrategyinnewmarketingenvironment.RetailinghasdistinctivefeaturesintheCRMapplicationfield.MarketingresourceswerewastedthroughlackofsupportofITtechnologyinthepast.Theabilitytoadoptnewtechnologiesisprettyimportantforretailers.Proceedfromtheobjectiverealitiesofretailing,thisthesisaimsattheanalysisoftheprincipleofCRManditsapplicationsinretailing.Itcanbeusedasareferenceforretailer’sCRMdecision.ThecontentofthethesisincludeareviewonthetheoryofCRM;afeasibilitystudyofCRMinretailing;theconstructionofCRMsysteminretailing;theuseofdatamininginretailing;theuseofelectronicandmobilecommerceinretailing;thelifetimevalueofthecustomer;howtoacquirenewcustomers,thecustomersatisfactionandloyalty,etc.IntheendasystemofeffectindexismadefortheretailersinchinawhowanttoadoptCRM.KeywordsCustomerRelationshipManagementRetailingEffectIndex(“”)::::111.1,80POSPCMISERP280%,30%90,,WTO55%25-85%CRMWTOCRMPOSMISCRM3CRM[1]CRMERP,POS,MISCRM1.220056AMIIT200422020093107%9%CRMIT11%[2]CRM4CRMITPCMISMISCRMCRMCRMCRMIT5CRM1.3CRMCRMCRMCRMCRMCRMITCRM1CRM2341-161-1CRMCRMCRMCRM72CRMCRMCRMCRMCRM2.1CRMCRM1980“”(ContactManagement)2090(AT&T)((SFA)(CSS)1996SFACSS(Marketing)(FieldService)CTI()CRM1998CRMeCRM2002Dataquest2003CRM48.4%IDC5CRM47%CRM50%CRM[3]CRMCRMERPCRMCRMCRMERPCRM82080[4]2.22.2.1Wells(1996)Reichheld(2000)123ReichheldU2-2(CLP)(customervaluematrix)[5]9I():l}II():49uIII():15}N():800}102.2.2()RMFRrecency)RRR50%F(frequency)M(monetary)MRMFRMFRMFRMF27[6]DickBasuGriffin:11GremlerBrown()()()()()()2.3CRMCRMCRMCRM“”CRM“”dataminingKDDknowledgediscoveryindatabaseAlex1Berson12MichaelJ1A1BerryGordonS1LinoffRonaldS1SwiftWilliamG1ZikmundCRMCRM:CRMCRMAlex[7]1associationanalysis“90%AB”(marketbasketanalysisMBA)“”‘AB80%CDABCD1330%AB80%CDABCD30[8]2()500500VIPVIP2.4CRMForresterIntemet“”“eCRM”eCRM14“”“”24BryanBergeronGordonS.LinoffMichaeJ.A.BerrywebPCPC415[9]CRMIntenet163CRM3.11Grifin[10]172——CRMVIPCRM18POSPOSCRMCRM[11]193.2CRMCRM[8]1CRM2CRMCRM3CRM4SCMMIS/OASCMMIS/OASCMMIS/OACRMCRMSCMMIS/OASCMMISCRMCRMSCMMISCRMSCMMIS/OA20CRM3-1CRMCRMOLAP213-2CRM3.33.3.1MISSCMOAEAICRMOLAPPOS221——23EDI45233.3.2:.196250001601020042852()300080000NCRTeradata7.5TB(POS)Teradata19626000480003000300GB50653000245000080000[10]3.43.4.1CRMCRM1CRMWeb“”252CRMInternet3CRMCRM“”“”E()253[12]3.4.2PC426CRM274CRMCRMCRMCRM4.1(4-1)284-1CRM4.229POSCustomerAccountingCA[13]4.2.12001[15]30,4.2.2(1999)7()[14]31CLP2-24.3123[15]CRM4-2324-2CRM334-1CRM34,CRMWTO,CRMCRMCRMCRMCRMCRMCRMITCRMIT35MBAMBAMBA2006436[1]..,2005.8[2]RosemaryKing.—.SVP,AsiaPacific,QuaeroCorp.2005.7[3].CRM.,2003.12[4]..:,2002.6[5]..,2003,24(4):103-109[6]Hughes,A.StrategicDatabaseMarketing:TheMasterplanforStartingandManagingaProfitable.Customer-basedMarketingProgram,IrwinProfessional,1994[7].:[].:,2002[8].CRM.,2003.2[9]http://www.vutoo.com/html/dx/20060410122907294.htm[10]..ManagementReview,2004.2[11]http://www.amteam.org/static/68/68401.html[12]http://inc.icxo.com/read.jsp?aid=204&uid=165[13]..,2003.1[14]WoodsideAG,TrappeyRJ.CustomerPortfolioAnalysisamongCompetingRetailStores.JournalofBusinessResearch,1999,35:189-200[15]JohnChisholm..,2005.2[16]....:,2001.12[17](Seybold,P.B.)...:,2002.1[18]PhilipKotler,.,2002.337[19]Courtheoux,R..Customerretention:howmuchtoinvestResearchandtheCustomerLifecycle,NewYork,NY:DMA.1995[20]...:,2003.8[21].CRM.:,2002.12[22]Hawkers,V.A.Theheartofthematter:thechallengeofcustomerlifetimevalue.CRMForumResources,2000[23].:.,:,2003.3[24]HyunseokHwang,TaesooJung,EuihoSuh.AnLTVmodelandcustomersegmentationbasedoncustomervalue:acasestudyonthewirelesstelecommunicationindustry.ExpertSystemswithApplications,2004,26:181-188[25].CRM32.,:,2003.7[26]..:,2004.5[27]—.:.,:,2003.5[28]Hoekstra,J.C.,&Huizingh,E.K.R.E.Thelifetimevalueconceptincustomer-basedmarketing.JournalofMarketFocusedManagement,1999,3(3-4):257-274[29]JonesThomasO,W.Earl,sasserJr.Whysatisfiedcustomerdefect.HarvardBusinessReview,1995,73(November/December):88-99[30][]..,2001(1):5-8[31].CRM.,2002.8[32]..,2001(4):23-27[33].CRM.:,2003.1[34]..,2001[35]JiaweiHan,MichelineKamber...,2005.738[36],,,,(),2001,54(6):(675-674)[37],..(),2001,16(2):39-42[38]Berger,PaulD.andDadaI.Nasr.CustomerLifetimeValue:MarketingModelsandApplications.JournalofInteractiveMarketing,1998,12(Winter):17-30[39]SaharonRosset,EinatNeumann,UriEick,NuritVatnik,YizhakIdan.CustomerLifetimeValueModelingandItsUseforCustomerRetentionPlanning.SIGKDD’02,2002,July23-26[40]JannyC.HoekstraEelkoK.R.E.Huizingh.TheLifetimeValueConceptinCustomer-BasedMarketing.JournalofMarketFocusedManagement,1999,3:257-274[41]Bitran,G.R.,&Mondschein,S.Mailingdecisionsinthecatalogsalesindustry.ManagementScience,1996,42(9):1364-1381[42]JosephA,Ness.TheRoleofABMinMeasuringCustomerValue(partone).StrategicFinance,2001,38(3):32-37[43]Blattberg,R.C.,&Deighton,J.Managemarketingbythecustomerequitytest.HarvardBusinessReview,19