导　　师： 张光宇

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 广东工业大学

摘　　要： 到90年代后期，网络、通讯和信息技术的快速发展，Internet在全球范围内的迅速普及，我们已经大踏步走进了网络时代。由于Internet自身的开放性、共享性、协作性和低廉性的特点，但一阵热炒后的电子商务在经历一段萧条的网络购物后却又走向了寂寥无声。 其实对商家而言，则不管消费者是在网上还是网下购买，只要赢利即可。网络的出现使企业与顾客更易于双向即时的沟通，可进一步密切彼此之间的关系，让企业能及时了解顾客不断变化的需求，让企业能更好地为消费者提供个性化的产品和服务，从而赢得忠诚的顾客，使企业与顾客都长期获益，达到双赢的目的。 本文即是从这一观点出发，走出电子商务即网络购物的误区。探讨怎样利用Internet与顾客建立一对一的关系，收集顾客需求信息，并利用各种先进的信息技术分析顾客的需求，来满足顾客的个性化需求，从而赢得忠诚的顾客，使企业长期获利。全文共分5个部分。第一部分绪论，在此章节中说明了本文论点提出的背景及其现实意义；第二部分提出了顾客关系营销的一些核心概念，满足消费者的个性化需求，营造忠诚的顾客；第三、四部分为本文的重点部分，详细论述了怎样利用Internet与顾客进行及时互动的沟通，获取消费者需求信息，利用数据库等信息技术进行分析顾客的需求偏好，对消费者进行个性化服务；第五部分则说明了企业应该怎样开展顾客关系营销，并对企业顾客关系营销的价值进行了测评。 In the late of 90s, with the rapid development in technology of network, communications and information, and the Internet is popularized throughout the world, we have stride forward into the age of Internet. It becomes more convenient and cheaper than ever for us to buy goods because of the information-shared, interactive and cheap characteristics of network. But electronic commerce became depressed when buying goods on the Internet was not popular. For companies, regardless of promotion on Internet or in store, they take more care of the profit. Now, customers and company can communicate with each other conveniently in virtual world of Internet and so the relations between customers and company become tighter. The thesis is divided into five parts. Part I , introduction, Provides the background and the practical significance of the main points in the thesis. Part II, presents concepts of customer relationship marketing based on the satisfaction of customer individual demand, and enhancement of customer's loyalty. The core of the thesis, part III /& part IV, develop the comprehensive examination of the practice using the internet to achieve the interactive just-in-time communication with customer to acquire the information of customer's needs, and with the assist of information technology such as database to analyze the preference of customer's needs, and provide the individual customer-orientated service. PartV, addresses the exploration of customer relationship marketing and exams the level of customer relationship marketing.

关 键 词： 顾客关系营销 顾客忠诚 数据库 一对一营销

领　　域： [经济管理] [经济管理]