零售业客户关系管理战略目标的优化

To Optimize Strategic Aim of Customer Relationship Management of Retailing

对于零售业来说保留客户的时间越长,从客户身上赚的钱就越多。但在不同的客户轨迹中,公司与客户的关系是继续还是终止,CRM价值链上的任何一个节点都可能对此产生重要影响。零售企业与客户之间的关系如何管理,怎样利用客户价值管理工具优化零售企业在传统的大众营销模式下的客户关系管理战略目标,是市场营销战略的关键。

In retailing industry, the longer you keep your customer the more you will gain from them However, in different customer tracks, any node of the CRM value chain will pay high influence of the continuation or termination of the relationships between companies and customers. How to manage the relafionship between retailing companies and customers and how to use customer value management tool to optimize the strategic aim of customer relationship managment in retailing industry in tradition public marketing model are keys of marketing strategy.