Abstract
As a kind of new marketing strategy, Customer Relationship Marketing gets an enormous development at home and abroad: At first, it makes a breakthrough success in the computer field, then popularize to departments such as financial circles, insurance, transport service, and trade etc.. Customer Relationship Marketing is a practice that encompasses all marketing activities directed toward establishing, developing, and maintaining successful customer relationships. The focus of relationship marketing is on developing long-term relationships and improving corporate performance through customer loyalty and customer retention.
This paper presents a study of the customer relationship marketing at the importance, the key factors, and the strategies, and give a prospect of Customer Relationship Marketing.
Key words: customer relationship marketing, the customer loyalty, the customer retention, the strategics
内容提要
作为一种全新的营销战略，客户关系营销在国内外获得巨大的发展：首先在计算机领域中取得突破性成功，接着推广到金融业、保险业、运输业等部门与行业。客户关系营销是一种围绕建立，发展，并且保持成功的客户关系的全部销售活动的实践。关系营销的重点是发展长期关系并且通过客户忠诚和客户保留来加强合作。
本文对客户关系营销的重要性、主要因素、和策略进行了分，并进一步展望了客户关系营销的发展前景。
关键词： 顾客关系营销，顾客忠诚，顾客保留，策略
Contents
Abstract i
内容提要 ii
I. Introduction 1
II. The Importance of Customer Relationship Marketing 2
III. The Key Factors of the Customer Relationship Marketing 3
3.1. The Customer Retention 3
3.1.1 The Reasons of the Profitablility to the Customer Retention Efforts 3
3.1.2 Customer Retention Efforts Involve Considerations 4
3.1.3 The Barriers Built by Retention Strategies 5
3.2 The Customer Loyalty 5
3.2.1 The Customer Loyalty Ladder 5
3.2.2 Loyalty Programs 6
IV. The Strategies of Customer Relationship Marketing 8
4.1 Information is Key 8
4.2 Solidify Loyal Relationships with your most Valuable Customer 9
4.3 Restore Broken Relationships and Win Back Business 9
4.4 Successful Customer Relationship Marketing Techniques 9
4.4.1 Coordinate communications 10
4.4.2 Know your elected officials 10
4.4.3 Still more customer relationship marketing techniques 11
V.Conclusion 12
References 12
Acknowlegement 14
