随着网络和数据库技术被引入企业管理和营销工作中,客户关系管理,即 CRM 被越来越多的企业所重视。企业采用 CRM 的一个主要动机是利用关系市场营销方法提高顾客满意度,从而达到维系顾客,提高顾客忠诚度的目的。几乎所有的营销人员都承认这一点:吸引新的顾客要比维系老的顾客花费更多的成本。因而,保持顾客比吸引顾客更见成效。关系营销主要有三种实施方法。第一种方法是对顾客关系增加财务利益,如“频繁营销计划”;第二种方法是增加社会利益,同时附加财务利益,如服务企业通过了解常客的特殊需求,使服务个性化和人格化;第三种方法则是在增加财务利益和社会利益的基础上,增加与客户的结构纽带,如供应商为顾客提供设备或计算机联网,帮助顾客管理订货、存货等。频繁营销计划就是一种卓有成效的关系营销手 As network and database technologies are introduced into business management and marketing efforts, customer relationship management (CRM) is valued by more and more enterprises. One of the main motivations for enterprises to adopt CRM is to use relationship marketing methods to improve customer satisfaction, so as to achieve the purpose of maintaining customers and enhancing customer loyalty. Almost all marketers acknowledge this: Attracting new customers costs more than maintaining an old one. Thus, keeping customers more effective than attracting customers. There are three main ways to implement relationship marketing. The first approach is to add financial benefits to customer relationships, such as frequent marketing plans. The second approach is to increase social benefits while adding financial benefits such as service providers' understanding of the special needs of frequent customers, personalized service and Personalization; the third approach is to increase the financial and social interests based on the increase with the customer's structural ties, such as suppliers to provide customers with equipment or computer networking to help customers manage orders, inventory and so on. Frequent marketing plan is an effective relationship marketing hand