CRM中企业和客户双赢机制的理论分析

Theoretical Analysis on the Double - win Mechanism of Enterprise and Customer in CRM

本文通过构建理论模型,分别分析了在单次交易和CRM(Customer Relationship Management)下长期合作时企业和客户的得益,其中考虑了客户的重复购买、交叉购买和口碑推荐对双方得益的影响。通过比较不同情况下的双方得益,揭示了CRM中隐含的企业和客户的双赢机制,分析了双方双赢的源泉,并以此为基础,提出了CRM实施中企业的双赢策略。

By establishing theoretical model, this paper analyses the incomes of enterprise and customer under once-transaction and long-term cooperation situations respectively, in which the influences of customer's repeated buying, cross-buying, and word of mouth are included. By comparison of the bilateral incomes under different situations, it reveals the double-win mechanism of enterprise and customer hidden in CRM and analyses the source of the double-win. Finally, it proposes the enterprise's double-win strategies in the implementation of CRM.