非契约型客户关系演变模型及其运用研究

Research on the Evolvement Model of Noncontractual Customer Relationship and Its Application

由于没有契约或伙伴关系的约束,非契约型客户关系呈现出了一些特殊的性质。在管理非契约型客户关系时,不能简单地沿用目前的CRM理论。本文从客户关系的本质内涵出发,通过构建客户关系演变的动态博弈模型,揭示了不同市场竞争程度下企业收益的变化规律,从经济学角度证明了非契约型长期客户关系并不能带来高的企业利润,并运用动态博弈模型的结论,以零售企业为例,提出了非契约型客户关系的细分方法和相应的管理策略。

Because of having no restriction of contractual or membership, there are soine particular characters presenting to the noncontractual customer relationship. So the current CRM theories can＇t be directly followed, when t he noncon traetual customer relationship would he managed. With the beginning of analyzing the customer relationship essential connotation, and the dynamic game model of customer relationship development being built, the evolvement rules of the firm profit were discovered in different condition of competition. Subsequently, from the economies point of view, it has been proved that the long-term customer relationship does nont always bring more profit than short term customer relationships, Furtherrnore, with the conclusions of the game model and a case of Retailing, the segmentation method of the noncontraetual customer relationship and its corresponding management policies were put forward.