論顧客關(guān)系管理對(duì)銷售業(yè)績(jī)的影響——以韓國(guó)化妝品“蘭芝”為例.pdf

1、貴州大學(xué)2010屆碩士研究生學(xué)位論文論顧客關(guān)系管理對(duì)銷售業(yè)績(jī)的影響——以韓國(guó)化妝品“蘭芝”為例學(xué)科專業(yè)：工商管理研究方向：市場(chǎng)營(yíng)銷導(dǎo)師：李景勃研究生：張潔中國(guó)﹒﹒﹒﹒貴州﹒﹒﹒﹒貴陽(yáng)2010年5月分類號(hào)：C939論文編號(hào)：2007020466密級(jí)：貴州大學(xué)工商管理碩士學(xué)院I目錄目錄目錄目錄摘要.........................................................................

2、.....................................................................IIISummary...........................................................................................................................................IV

3、1選題背景和意義...........................................................................................................................11.1緒論...................................................................................

4、..................................................11.2客戶、關(guān)系與管理概念.....................................................................................................11.2.1客戶的定義............................................

5、...............................................................11.2.2關(guān)系的定義...........................................................................................................11.2.3管理的定義............................

6、...............................................................................21.3選題背景和意義.................................................................................................................21.3.1選題背景.......

7、..........................................................................................................21.3.2研究意義........................................................................................................

8、.........82.顧客關(guān)系管理理論基礎(chǔ)綜述.......................................................................................................92.1CRM的含義和內(nèi)容................................................................................

9、.........................92.2CRM產(chǎn)生背景和發(fā)展歷程...........................................................................................112.3CRM的理論基礎(chǔ)...........................................................................

10、................................132.3.1顧客價(jià)值理論.....................................................................................................132.3.2顧客關(guān)系生命周期理論.........................................................

11、..............................142.4CRM的目的和作用.....................................................................................................153國(guó)內(nèi)外化妝品市場(chǎng)現(xiàn)狀..............................................................

12、...........................................163.1國(guó)內(nèi)化妝品市場(chǎng)現(xiàn)狀..................................................................................................163.1.1國(guó)內(nèi)化妝品企業(yè)概況.................................................

13、........................................163.1.2全國(guó)化妝品市場(chǎng)分析.......................................................................................173.2國(guó)外化妝品市場(chǎng)分析...............................................................

14、...................................183.2.1全球化妝品市場(chǎng)發(fā)展概況...................................................................................183.2.2亞洲主要化妝品市場(chǎng)....................................................................

15、...................194.韓國(guó)化妝品“蘭芝”顧客關(guān)系管理現(xiàn)狀.................................................................................214.1“蘭芝”品牌實(shí)行顧客關(guān)系管理的必要性..............................................................214.1.1“蘭芝”品牌簡(jiǎn)

16、介...............................................................................................214.1.2“蘭芝”現(xiàn)有CRM簡(jiǎn)介...................................................................................254.1.3“蘭芝”CRM執(zhí)行情況簡(jiǎn)介...

17、........................................................................254.2“蘭芝”CRM與業(yè)績(jī)?cè)鲩L(zhǎng)分析.................................................................................284.2.1促銷期CRM對(duì)業(yè)績(jī)?cè)鲩L(zhǎng)的影響...........................

18、..............................................284.2.2非促銷期CRM對(duì)業(yè)績(jī)?cè)鲩L(zhǎng)的影響......................................................................334.2.3潛在顧客關(guān)系管理對(duì)業(yè)績(jī)?cè)鲩L(zhǎng)的影響...........................................................

19、.....344.2.4顧客關(guān)系管理對(duì)業(yè)績(jī)?cè)鲩L(zhǎng)的影響........................................................................364.3“蘭芝”在顧客關(guān)系管理中還存在的問(wèn)題....................................................................375提升“蘭芝”顧客關(guān)系管理的對(duì)策及建議..........

20、.................................................................385.1有的放矢的進(jìn)行顧客關(guān)系管理.......................................................................................385.1.1明確產(chǎn)品、個(gè)性及文化各層的CRM活動(dòng)的方式......................

21、........................395.1.2制定CRM三個(gè)層次市場(chǎng)活動(dòng)方案......................................................................405.1.3步步為營(yíng)，實(shí)施方案........................................................................................