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论文作者:www.51lunwen.org论文属性:硕士毕业论文 thesis登出时间:2014-08-15编辑:felicia点击率:35935
论文字数:18652论文编号:org201408151345306784语种:英语 English地区:中国价格:免费论文
关键词:全球化见多识广时代竞争globalizededucatedinformedcompetition
摘要:本文是一篇市场营销留学论文。当今世界,全球化和多样化已经成为其主要特点。在全球化贸易中,客户和消费者都接受过良好的教育,见多识广,消息灵通。这在一定程度上增加了公司和组织之间的竞争。竞争提升了客户的议价能力和交换能力,能更高效更快速地选择最好的产品和服务。本文简要分析时代竞争中客户关系的特点和影响力。
Hawkes 2000, advocated customer data analysis enables the recognition of customer's profit and customers preferences for definite bank product and services, indicates the most suitable channels to reach the customers, and assesses the profitability and life time value of every personality.
Additionally, Delto 1998 said that the future manners of the consumers can be predicted by analysing their past behaviour. Customer statistics, profit and segmentation are the main amount produced of the analysis stage feeding the marketing strategy planning and completing process. Having easily accessible information to marketing makes the difference between a winning campaign and a failure.
2.12 MARKETING STRATEGY AND PROGRAMES
Kristin Anderson and Carol Kerr 2002 advocated captured results and data of customer analysis support marketers to route marketing messages, processes and strategies. True values of data of Lloyd TSB are discovered by tools and process for marketing decision making, marketing decision making and CRM initiatives and campaign are deployed from converted information to customer knowledge.
Goal of marketing automation within CRM are which personalise and optimizes each customer contact from planning, execution, monitoring marketing strategies and action programmes.
Bryan Foss 2003 said it is critical for bank CRM not only to extract their data source to uncover patterns and insight but also to operationalise the system through the bank performance to turn the customer knowledge into importance creating achievement.
Merlin Stone 2003 advocated the grades from advertising and CRM activities and strategies continue the process knowledge acquisition enhancing the on-going assessment of marketing data intelligence, closing the feed-back loop. Hence, the final element of CRM process cycle is the valuation of the results of campaign driven by marketing data intelligence. It is crucial to measure performance and feed result back into the centre customer data warehouse, in order to convey greater customer aptitude in the future.
The extensive use of customer relationship management (CRM) application has provided companies with increasingly thorough insight into the productivity of their individual-level customer relationship. In history, this information has principally been used to make out the most productive customers and to define ways for serving them in a most favourable behaviour. These days however companies like Lloyds TSB have become more aware of unbeneficial clients and the fact that these associations can account for a significant share of their entirety customer base. Therefore Lloyds TSB practises a six step move towards for dealing with such unprofitable customers, a frame work that Lloyd TSB refers to as the ABCs of Unprofitable customer's management: Avoid their acquisition in the first place, Bear in mind potential release operation, Catch the potential of abandonment, Draw up a cost-benefit analysis, Ensure awareness wit本论文由英语论文网提供整理,提供论文代写,英语论文代写,代写论文,代写英语论文,代写留学生论文,代写英文论文,留学生论文代写相关核心关键词搜索。