基于客户价值创造的客户关系研究
摘要
本文首先从我国企业面临的外围环境的现实和营销理念的发展历程出发，提出了客户关系理念的深化和客户价值创造水平的提升是企业正确面对现实和未来市场竞争的必然要求，企业必须对客户关系从战略的高度加以考虑并掌握其实施的根本途径而不是作为技术手段在原有的经营模式和管理模式的简单运用，并就此展开论述。
在概要性地分析我国企业客户关系管理的总体现状，外部环境和客户需求变化以及企业成长中客户理念的偏离，总结出营销环境的现实和基本要求后，在第二章中从客户的作用以及客户关系的价值等方面论述客户导向的战略定位及意义。
第三章进行客户关系战略的初步探讨，以目标客户的界定和分析为基础，按盈利型、忠诚型、战略型客户的划分对企业的产品或服务、业务拓展、创新、和竞争提出了相应的关系策略。
第四章就客户关系战略实施的根本途径——客户价值创造展开重点研究。由客户价值的内涵、层次引申出价值创造的要素，并运用要素分析法和竞争对比分析法对其进行选择。之后介绍了客户价值创造的动态特征和战略逻辑。企业需要从内部能力提升和业务整合为突破点和以客户需求的性质和客户类型及其与企业的关系为考虑重点两个方向选择相应价值创造模式。客户价值创造不以竞争为战略重点去取得实际的竞争优势，这就是它的战略效应。当然，它还是要以企业现实的条件为基础逐步深入。
第五章分析了客户价值创造和企业与客户之间互动的能力支撑要素构成、内容和提升。在第六章对客户价值创造能力的评价体系做了相应的介绍，并运用实例予以说明。
This thesis starts from the analysis of exterior business environment and development course of the marketing thought to put forward that the deepening of customer relationship conception and the upgrading of customer value creation level are the necessary requirements for our enterprises to face with the reality and the competition in future. They have to approach customer relationship from strategic angles and master the essential way to put CRM into practice rather than only consider it as technical means exercised on original running and management model. And then, the chapters below discuss about it.
After concentrating on the main points of the general actuality of customer relationship management in China, the changes of exterior situation and customer demand, the departure of customer orientation in the growth of a company and summarizing the reality of marketing environment and it’s essential requirement, chapter 2 start to explicate customer oriented strategy positioning and its meaning in view of the role of customers and the value of customer relationship, etc.
Chapter 3 probes into the customer relationship strategy. Based on the analysis and the definition of target customers, it sums up the relationship tactics about product or service, business development, innovation and competition corresponding to the customer division which includes three types: profitable, loyal and strategic customers.
Chapter 4 focuses on customer value creation, which is the ultimate approach to implement customer relationship strategy. From the intension and different level of the customer value, the key factors of value creation can be concluded. There are two ways to assemble these factors named factor analytical method and competition contrast analytical method. Then the dynamic character and the strategy logic of customer value creation are introduced. Enterprises need to choose the model of value creation from two directions : first is to attach importance on the improvement of its inner capability and the conformity of its operation flow，the other is to consider more on the types of customers and their demands and the relations between the enterprises and customers. Customer value creation does not stress too much on competition but can often gain sustaining competitive advantage as a result. This is the strategic effect of customer value creation. Certainly, it should be carried out on the basis of
competence and present material condition of the company.
Chapter 5 is mainly about the structure, factors, content and upgrading for the system of abilities to support customer value creation and interaction between enterprise and customers. Chapter 6 introduces the evaluation index system of customer value creation abilities and explains it through a case study of a typical firm.
在概要性地分析我国企业客户关系管理的总体现状，外部环境和客户需求变化以及企业成长中客户理念的偏离，总结出营销环境的现实和基本要求后，在第二章中从客户的作用以及客户关系的价值等方面论述客户导向的战略定位及意义。
第三章进行客户关系战略的初步探讨，以目标客户的界定和分析为基础，按盈利型、忠诚型、战略型客户的划分对企业的产品或服务、业务拓展、创新、和竞争提出了相应的关系策略。
第四章就客户关系战略实施的根本途径——客户价值创造展开重点研究。由客户价值的内涵、层次引申出价值创造的要素，并运用要素分析法和竞争对比分析法对其进行选择。之后介绍了客户价值创造的动态特征和战略逻辑。企业需要从内部能力提升和业务整合为突破点和以客户需求的性质和客户类型及其与企业的关系为考虑重点两个方向选择相应价值创造模式。客户价值创造不以竞争为战略重点去取得实际的竞争优势，这就是它的战略效应。当然，它还是要以企业现实的条件为基础逐步深入。
第五章分析了客户价值创造和企业与客户之间互动的能力支撑要素构成、内容和提升。在第六章对客户价值创造能力的评价体系做了相应的介绍，并运用实例予以说明。
This thesis starts from the analysis of exterior business environment and development course of the marketing thought to put forward that the deepening of customer relationship conception and the upgrading of customer value creation level are the necessary requirements for our enterprises to face with the reality and the competition in future. They have to approach customer relationship from strategic angles and master the essential way to put CRM into practice rather than only consider it as technical means exercised on original running and management model. And then, the chapters below discuss about it.
After concentrating on the main points of the general actuality of customer relationship management in China, the changes of exterior situation and customer demand, the departure of customer orientation in the growth of a company and summarizing the reality of marketing environment and it’s essential requirement, chapter 2 start to explicate customer oriented strategy positioning and its meaning in view of the role of customers and the value of customer relationship, etc.
Chapter 3 probes into the customer relationship strategy. Based on the analysis and the definition of target customers, it sums up the relationship tactics about product or service, business development, innovation and competition corresponding to the customer division which includes three types: profitable, loyal and strategic customers.
Chapter 4 focuses on customer value creation, which is the ultimate approach to implement customer relationship strategy. From the intension and different level of the customer value, the key factors of value creation can be concluded. There are two ways to assemble these factors named factor analytical method and competition contrast analytical method. Then the dynamic character and the strategy logic of customer value creation are introduced. Enterprises need to choose the model of value creation from two directions : first is to attach importance on the improvement of its inner capability and the conformity of its operation flow，the other is to consider more on the types of customers and their demands and the relations between the enterprises and customers. Customer value creation does not stress too much on competition but can often gain sustaining competitive advantage as a result. This is the strategic effect of customer value creation. Certainly, it should be carried out on the basis of
competence and present material condition of the company.
Chapter 5 is mainly about the structure, factors, content and upgrading for the system of abilities to support customer value creation and interaction between enterprise and customers. Chapter 6 introduces the evaluation index system of customer value creation abilities and explains it through a case study of a typical firm.
引文
[1] 菲利普·科特勒，营销管理（梅汝和译），北京：中国人民大学出版社，2001
[2] 菲利普·科特勒，营销管理：分析、计划、执行和控制（梅汝和等译），上海：上海人民出版社，1999.3~56
[3] 索斯顿·亨尼格，关系营销：建立顾客满意和顾客忠诚赢得竞争优势，广州： 广东经济出版社， 2003
[4] 景奉杰，曾宪伟，灯塔顾客导向：高技术企业市场导向研究，中国软科学，2000（12）：96~101
[5] Robert E.Wayland, Paul M.Cole, 走进客户的心—企业成长的新策略（贺立新译），北京：经济日报出版社，1998
[6] Robert M. Grant，公司战略管理（胡挺等译），北京：光明日报出版社，2001
[7] 白长虹，西方的顾客价值研究及其实践启示，南开管理评论，2001（2）：51~55
[8] Michael E. Potter, 竞争优势（陈小悦译），北京：华夏出版社，1997
[9] Frederick Newell，网络时代的顾客关系管理，北京：华夏出版社，2001
[10] 迈克尔·波特，加里·哈默等，未来的战略，四川：四川人民出版社，2000
[11] Adrian Payne, Martin Christopher, 关系营销—形成与保持竞争优势（梁卿等译），北京：中信出版社，2002
[12] Frederick F. Reichheld, 忠诚的价值（常玉田译），北京：华夏出版社，2001
[13] Roland C. Rust, Valarie A.Zeithaml, 驾驭顾客资产—如何利用顾客终身价值重塑企业战略（张平淡译），北京：企业管理出版社，2001
[14] 胡永宏，贺思辉，综合评价方法，北京：科学出版社，2000
[15] Thomas H. Davenport, Jeanne G. Harris. How Do They Know Their Customers so Well , MIT Sloan Management Review, 2001, Winter：63~73
[16] 杜纲，管理数学基础，天津：天津人民出版社，1999，130~165
[17] Heinz K Stahl, Kurt Matzler. Linking customer lifetime value with shareholder value, Industrial Marketing Management, May,2003, 32（4）：267~279
[18] 吴泗宗，现代市场营销学， 上海：同济大学出版社，2000
[19] Bob Hartley, Michael W. Starkey, 销售管理与客户关系（张永等译），北京：机械工业出版社，2002
[20] 梁小威，市场壁垒的模糊评价初探，管理工程学报，1999，14（3）：1~4
[21] Patricia B. Seybold. Get Inside the Lives of Your Customers, Harvard Business Review, 2001, May：81~89
[22] Sandra Vandermerwe. How Increasing Value to Customers Improves Business Results. Sloan Business Review, 2000, Fall： 27~37
[23] Wayne S.Desarbo, Kamel Jedidi. Customer Value Analysis In a Heterogeneous Market, Strategic Management Journal, 2001, 22：845~857
[24] Ronald Swift, 客户关系管理（杨东龙等译），北京：中国经济出版社，2001
[25] Macro Vriens, Frenkel Ter Hofstede. Linking Attributes, Benefits and Consumer Values, Marketing Research, 2000, Fall：5~10
[26] 陈金亮，如何确立产品的市场竞争优势，市场营销导刊，2003，（2）：37~38
[27] Frederick Newell. 21世纪行销大趋势，北京：世纪图书出版公司，2001
[28] Adrian Ryans, Roger More, Donald Barley. 市场领先—技术密集型企业的战略性市场策划（徐蔚等译），上海：上海交通大学出版社，2001
[29] Larry Yu. Successful Customer-Relationship Management, Sloan Management Review, 2001, Summer：18~19
[30] 李庆华，基于价值创新的战略定位研究，[博士学位论文]，浙江大学，2001
[31] D. Todd Donavan, Customer evaluation of service employee's customer orientation: extension and application, Journal of Quality Management, 2001, 6（2）： 293~306
[32] 路易斯·普特曼，企业的经济性质，上海，上海财经大学出版社，2000
[33] Kent Eriksson, Anna Lofmarck Vaghult. Customer Retention, Purchasing Behavior and Relationship Substance in Professional Services, Industrial Marketing Management 2000,29（4）：363~372
[34] 孙丽辉，忠诚的价值及基于忠诚的管理，市场营销导刊，2003，（2）：45~46
[35] Vikas Mittal, Jerome M. Katrichis. Distinctions between new and loyal customers, Marketing Research, 2000,Spring：26~32
[36] Douglas R.Pruden. The Needed Evolution in Marketing Research is Respecting Relationships with Customers, Marketing Research, 2000, Summer：15~19
[37] Vikas Mittal, Wagner A. Kamakura. Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics, Journal of Marketing Research, 2001, February：131~142
[38] John Mckean, 信息大师—客户关系管理的秘密（姚志明等译），上海：上海交通大学出版社，2001
[39] 周亚庆，基于能力的顾客关系管理研究，[博士学位论文]，浙江大学，2001
[40] Desiree Blankenburg Holm, Kent Eriksson The character of bridgehead relationships International Business Review April, 2000, 9（2）：191~210
[41] 李敏强，商业银行的模糊授信决策，系统工程学报，1997，12（2）：57~64
[42] Daniel J. Flint, Robert B. Woodruff. The Initiators of Changes in Customers Desired Value, Industrial Marketing Management，2001, 30：321~337
[2] 菲利普·科特勒，营销管理：分析、计划、执行和控制（梅汝和等译），上海：上海人民出版社，1999.3~56
[3] 索斯顿·亨尼格，关系营销：建立顾客满意和顾客忠诚赢得竞争优势，广州： 广东经济出版社， 2003
[4] 景奉杰，曾宪伟，灯塔顾客导向：高技术企业市场导向研究，中国软科学，2000（12）：96~101
[5] Robert E.Wayland, Paul M.Cole, 走进客户的心—企业成长的新策略（贺立新译），北京：经济日报出版社，1998
[6] Robert M. Grant，公司战略管理（胡挺等译），北京：光明日报出版社，2001
[7] 白长虹，西方的顾客价值研究及其实践启示，南开管理评论，2001（2）：51~55
[8] Michael E. Potter, 竞争优势（陈小悦译），北京：华夏出版社，1997
[9] Frederick Newell，网络时代的顾客关系管理，北京：华夏出版社，2001
[10] 迈克尔·波特，加里·哈默等，未来的战略，四川：四川人民出版社，2000
[11] Adrian Payne, Martin Christopher, 关系营销—形成与保持竞争优势（梁卿等译），北京：中信出版社，2002
[12] Frederick F. Reichheld, 忠诚的价值（常玉田译），北京：华夏出版社，2001
[13] Roland C. Rust, Valarie A.Zeithaml, 驾驭顾客资产—如何利用顾客终身价值重塑企业战略（张平淡译），北京：企业管理出版社，2001
[14] 胡永宏，贺思辉，综合评价方法，北京：科学出版社，2000
[15] Thomas H. Davenport, Jeanne G. Harris. How Do They Know Their Customers so Well , MIT Sloan Management Review, 2001, Winter：63~73
[16] 杜纲，管理数学基础，天津：天津人民出版社，1999，130~165
[17] Heinz K Stahl, Kurt Matzler. Linking customer lifetime value with shareholder value, Industrial Marketing Management, May,2003, 32（4）：267~279
[18] 吴泗宗，现代市场营销学， 上海：同济大学出版社，2000
[19] Bob Hartley, Michael W. Starkey, 销售管理与客户关系（张永等译），北京：机械工业出版社，2002
[20] 梁小威，市场壁垒的模糊评价初探，管理工程学报，1999，14（3）：1~4
[21] Patricia B. Seybold. Get Inside the Lives of Your Customers, Harvard Business Review, 2001, May：81~89
[22] Sandra Vandermerwe. How Increasing Value to Customers Improves Business Results. Sloan Business Review, 2000, Fall： 27~37
[23] Wayne S.Desarbo, Kamel Jedidi. Customer Value Analysis In a Heterogeneous Market, Strategic Management Journal, 2001, 22：845~857
[24] Ronald Swift, 客户关系管理（杨东龙等译），北京：中国经济出版社，2001
[25] Macro Vriens, Frenkel Ter Hofstede. Linking Attributes, Benefits and Consumer Values, Marketing Research, 2000, Fall：5~10
[26] 陈金亮，如何确立产品的市场竞争优势，市场营销导刊，2003，（2）：37~38
[27] Frederick Newell. 21世纪行销大趋势，北京：世纪图书出版公司，2001
[28] Adrian Ryans, Roger More, Donald Barley. 市场领先—技术密集型企业的战略性市场策划（徐蔚等译），上海：上海交通大学出版社，2001
[29] Larry Yu. Successful Customer-Relationship Management, Sloan Management Review, 2001, Summer：18~19
[30] 李庆华，基于价值创新的战略定位研究，[博士学位论文]，浙江大学，2001
[31] D. Todd Donavan, Customer evaluation of service employee's customer orientation: extension and application, Journal of Quality Management, 2001, 6（2）： 293~306
[32] 路易斯·普特曼，企业的经济性质，上海，上海财经大学出版社，2000
[33] Kent Eriksson, Anna Lofmarck Vaghult. Customer Retention, Purchasing Behavior and Relationship Substance in Professional Services, Industrial Marketing Management 2000,29（4）：363~372
[34] 孙丽辉，忠诚的价值及基于忠诚的管理，市场营销导刊，2003，（2）：45~46
[35] Vikas Mittal, Jerome M. Katrichis. Distinctions between new and loyal customers, Marketing Research, 2000,Spring：26~32
[36] Douglas R.Pruden. The Needed Evolution in Marketing Research is Respecting Relationships with Customers, Marketing Research, 2000, Summer：15~19
[37] Vikas Mittal, Wagner A. Kamakura. Satisfaction, Repurchase Intent, and Repurchase Behavior: Investigating the Moderating Effect of Customer Characteristics, Journal of Marketing Research, 2001, February：131~142
[38] John Mckean, 信息大师—客户关系管理的秘密（姚志明等译），上海：上海交通大学出版社，2001
[39] 周亚庆，基于能力的顾客关系管理研究，[博士学位论文]，浙江大学，2001
[40] Desiree Blankenburg Holm, Kent Eriksson The character of bridgehead relationships International Business Review April, 2000, 9（2）：191~210
[41] 李敏强，商业银行的模糊授信决策，系统工程学报，1997，12（2）：57~64
[42] Daniel J. Flint, Robert B. Woodruff. The Initiators of Changes in Customers Desired Value, Industrial Marketing Management，2001, 30：321~337