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在过去相当长的一段时间内,人们对“客户资源”的理解,往往停留在“客户档案”这个层面。随着市场环境的转换、竞争格局的变化,邮政企业对于“客户资源”的理解,变得越来越全面而深刻,在充分意识到“客户资源”价值的同时,也越来越重视对于“客户资源”特别是大客户资源的有效管理和利用。就邮政企业实施大客户关系管理策略进行了探讨,利用邮政市场细分的方法,构建邮政ICRM系统模型,并在此基础上提出了邮政企业实施ICRM系统建设的步骤。
In the past a long period of time, people’s understanding of “customer resources ” often stays at “customer file ” level. With the change of market environment and the change of competition pattern, the postal enterprise’s understanding of “customer resources ” has become more and more comprehensive and profound. While fully aware of the value of “customer resources ”, more and more The more we pay attention to the effective management and utilization of “customer resources ”, especially the large customer resources. This paper discusses the strategy of implementing VIP customer relationship management in postal enterprises, uses postal market segmentation method to construct postal ICRM system model, and puts forward the steps of postal enterprise implementing ICRM system.