摘要
客户关系管理 (CRM)是以客户为中心 ,旨在改善企业与客户关系的新型营销管理模式 ,品牌价值被作为客户关系管理的最高目标。品牌价值最终要体现为品牌的物化形式—产品或服务给企业带来的利润 ,从产品或服务的需求对象—客户的角度而言 ,品牌价值意味着客户对品牌的忠诚。
Customer Relation Management (CRM) is a customer-centered marketing model designed to improve the relationship between businesses and customers with brand value as its ultimate end. The value of a brand has to, in the end, materialize into profits. On the part of customers, the value of a brand is evidence into their patronage.
出处
《山西财经大学学报》
北大核心
2003年第1期56-58,共3页
Journal of Shanxi University of Finance and Economics
关键词
品牌价值
客户关系管理
客户忠诚
customer relationship management, loyalty to a brand
business value
