JS公司分类型的客户营销方案研究

发布时间：2018-05-20 20:35

本文选题：JS公司 + RFMD模型　；参考：《南昌大学》2013年硕士论文

【摘要】：目前,通信技术服务行业在不断创新,其市场也面临着越来越多的竞争,现代世界经济已逐步步入电子商务时代。现在那些以产品为目的,供不应求的卖方市场正逐步被看重客户和服务的买方市场所取代。因此企业要想获得竞争优势,其重要渠道就是成功的客户关系营销管理。本文提出了基于RFMD模型、K-Means算法和客户关系生命周期的客户关系营销管理框架。首先,对客户关系营销管理的相关理论进行了论述,如关系营销理论、整合营销理论、数据库营销理论和一对一营销理论等；其次,对通信技术服务行业的客户关系营销管理进行了分析,得出其客户特征和营销管理方法及问题；第三,以JS公司为例,分析了其客户细分依据,营销管理方法及存在的问题,同时重点分析了如何利用JS公司的海量数据对客户群体进行细分,识别其特征、行为和需求,最后有针对性地推行不同的营销方案。
[Abstract]:At present, the communication technology service industry is innovating constantly, its market also faces more and more competition, the modern world economy has entered the electronic commerce times step by step. Now the product-oriented, supply-short seller's market is gradually being replaced by the customer-oriented and service-oriented buyer's market. Therefore, if an enterprise wants to gain competitive advantage, its important channel is successful customer relationship marketing management. This paper presents a customer relationship marketing management framework based on RFMD model K-Means algorithm and customer relationship life cycle. First of all, the related theories of customer relationship marketing management are discussed, such as relationship marketing theory, integrated marketing theory, database marketing theory and one-to-one marketing theory. The customer relationship marketing management in communication technology service industry is analyzed, and the customer characteristics, marketing management methods and problems are obtained. Thirdly, taking JS Company as an example, the basis of customer segmentation, marketing management methods and existing problems are analyzed. At the same time, it analyzes how to use the massive data of JS company to subdivide the customer group, identify its characteristics, behavior and needs, and finally implement different marketing schemes.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274

【参考文献】