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| 非契约型客户关系演变模型及其运用研究 | |
| 引用本文： | 冯兵,罗新星,周永生.非契约型客户关系演变模型及其运用研究[J].预测,2006,25(6):39-44. |
| 作者姓名： | 冯兵 罗新星 周永生 |
| 作者单位： | 1. 中南大学,商学院,湖南,长沙,410083;桂林工学院,广西,桂林,541004 2. 中南大学,商学院,湖南,长沙,410083 3. 桂林工学院,广西,桂林,541004 |
| 摘 要： | 由于没有契约或伙伴关系的约束，非契约型客户关系呈现出了一些特殊的性质。在管理非契约型客户关系时，不能简单地沿用目前的CRM理论。本文从客户关系的本质内涵出发，通过构建客户关系演变的动态博弈模型，揭示了不同市场竞争程度下企业收益的变化规律，从经济学角度证明了非契约型长期客户关系并不能带来高的企业利润，并运用动态博弈模型的结论，以零售企业为例，提出了非契约型客户关系的细分方法和相应的管理策略。 |
| 关 键 词： | 动态博弈模型 非契约型客户关系 客户关系管理 细分方法 管理策略 |
| 文章编号： | 1003-5192（2006）06-0039-06 |
| 收稿时间： | 2006-01-01 |
| 修稿时间： | 2006-01-01 |
Research on the Evolvement Model of Noncontractual Customer Relationship and Its Application |
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| FENG Bing,LUO Xin-xing,ZHOU Yong-sheng.Research on the Evolvement Model of Noncontractual Customer Relationship and Its Application[J].Forecasting,2006,25(6):39-44. | |
| Authors: | FENG Bing LUO Xin-xing ZHOU Yong-sheng |
| Institution: | 1.Business School of Central South University ,Changsha 410083,China;2 .Guilin University of Technology ,Guilin 541004,China |
| Abstract: | Because of having no restriction of contractual or membership,there are some particular characters presenting to the noncontractual customer relationship.So the current CRM theories can't be directly followed,when the noncontractual customer relationship would be managed.With the beginning of analyzing the customer relationship essential connotation,and the dynamic game model of customer relationship development being built,the evolvement rules of the firm profit were discovered in different condition of competition.Subsequently,from the economics point of view,it has been proved that the long-term customer relationship does not always bring more profit than shortterm customer relationships.Furthermore,with the conclusions of the game model and a case of Retailing,the segmentation method of the noncontractual customer relationship and its corresponding management policies were put forward. |
| Keywords: | dynamic game model noncontractual customer relationship customer relationship management segmentation method management policies |
| 本文献已被 CNKI 维普 万方数据 等数据库收录！ | |