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客户关系管理是企业生存的基础,只有正确划分客户市场,满足不同客户的需求,才能争取到更多的客户资源,本文主要从客户购买行为分析交易型客户和关系型客户的特征,以联想集团的“双业务模式”为例,探讨把交易型客户和关系型客户相结合的新营销模式。
Customer relationship management is the basis for the survival of an enterprise. Only when the customer market is correctly divided to meet the needs of different clients can more resources be secured. In this paper, the characteristics of transactional and relational customers are analyzed mainly from the customer purchasing behaviors. “Dual business model ” as an example to explore the new marketing model that combines transactional and relational customers.