金融危机下的零售业客户关系管理

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摘要

客户关系管理（CRM）是近几年学术界和企业界广泛关注的热点问题。客户

作为企业不可或缺的资源，在日益激烈的市场竞争中，更加凸显其重要性。对于

企业而言，客户资源的作用在于能够为企业带来源源不断的利润，这就是客户价

值所在。

随着改革开放的深入，我国零售业快速发展，国外大型零售巨头也大举进入，

国内零售业市场竞争更加激烈。

2007 年8月爆发的美国次贷危机，迅速波及欧洲、

亚洲市场，导致我国零售业发展受到了前所未有的挑战。面对外资零售巨头的围

攻和经济环境的冲击，我国零售业纷纷制定相应的客户关系管理方案，但由于理

念和资金的限制，以及对于 CRM 系统的盲目崇拜，导致 CRM 系统在我国零售企

业中的使用并没有取得预期的成效。目前我国零售企业迫切需要适合自己的有效

的CRM 系统，了解并满足客户需求，应对消费者多变的行为模式和购物心理，增

强顾客满意度和忠诚度，减少价值客户流失。

客户价值是客户关系管理的核心，如果无法评价和量化客户价值，就难以识

别企业的价值客户，更谈不上开发、保留和发展价值客户。本文的重点就在于对

客户价值的评价与量化分析，并对客户进行分类，制定不同的客户管理策略，以

期达到客户价值最大化。

本文以企业角度研究客户价值，从客户关系管理和客户价值的基本概念和基

本原理入手，从客户终生价值的角度，利用层次分析法建立了一个基于金融危机

环境下的客户价值评价指标体系。在此基础上，以国内某企业 T超市为案例，结

合聚类分析方法，对企业进行了综合分析并制定了相应的客户关系管理策略。并

且，针对目前我国零售业 CRM 应用进行了现状分析和问题探索，并提出一系列对

策，以期能够为我国零售业 CRM 系统的实施提供一些参考。

关键词：金融危机客户关系管理零售业客户价值

ABSTRACT

Customer Relationship Management (CRM) is a hot issue of wide concern in the

academic and business circles in recent years. As an indispensable resource, during the

increasingly fierce market competition, customer is highly important. The role of

customer resource is it can be able to bring about steady stream of profits for the

enterprise.

Along with the deepening of reform and opening up, China retail business

develops rapidly, but the entry of foreign large-scale giants makes the domestic retail

market competition much more intense. August 2007, the outbreak sub-prime lending

crisis from the U.S., rapidly spread to Europe, Asian markets. China's retail industry has

been an unprecedented challenge. Facing the foreign retail giants, China's retail industry

have to formulate appropriate customer relationship management program, but because

of ideas and funding constraints and the blind worship of CRM system , the CRM

system used in China's Retail Enterprises did not achieve the expected results. At

present the urgent need for retail enterprises in China is find their effective CRM system,

meet customer needs, respond to changing consumer shopping behavior patterns and

psychological, enhance customer satisfaction and loyalty, reduce the value of customer

churn.

The customer value takes the core of customer relations management. If it is

unable to appraise and measure customer value, it will be difficult to distinguish, keep,

and develop enterprise's value customer. This article lies in with emphasis to the

customer value appraisal and the quantification analysis, carries on the classification to

the customer, formulates the different client management strategy, achieves the

customer value maximization.

This article study customer value by the enterprise angle inspection. Based on the

basic concept and the basic principle of customer relation management and the customer

value's, from the customer life-long value's angle, using analytic hierarchy process, this

article establishes a value evaluating indicator system during the financial crisis

environment. In this foundation, taking the T supermarket as the case, using cluster

analysis method, we carried on the generalized analysis to the enterprise and formulated

the corresponding customer relations management strategy. And then, the article carried

on the present situation analysis and the question exploration in view of our country

present retail CRM application, and proposed a series of countermeasures. We hope it

can provide some references for our country retail CRM system's implementation.

Key Word：FinancialCrisis, CRM, Retailing, Customer Value

III

中文摘要

ABSTRACT

第一章绪论.....................................................................................................................1

§1.1 研究背景及意义 .................................................................................................1

§1.2 国内外研究现状 .................................................................................................2

§1.2.1 CRM 研究现状 ...............................................................................................2

§1.2.2 客户价值评价体系研究现状........................................................................5

§1.3 研究内容 .............................................................................................................6

§1.4 研究思路及主要创新点 .....................................................................................6

第二章概念界定及相关理论综述.................................................................................9

§2.1 金融危机、零售业及客户关系管理概念 .........................................................9

§2.1.1 金融危机概念界定........................................................................................9

§2.1.2 零售业概念界定..........................................................................................10

§2.1.3 CRM 产生的背景 .........................................................................................11

§2.1.4 CRM 的内涵 ...............................................................................................12

§2.2 客户价值 ...........................................................................................................13

§2.2.1 客户及客户价值的界定..............................................................................13

§2.2.2 客户价值研究综述......................................................................................14

§2.3 客户终生价值 ...................................................................................................15

§2.3.1 客户生命周期及客户终生价值的界定......................................................15

§2.3.2 客户终生价值研究综述..............................................................................16

第三章金融危机下零售业客户价值评价体系设计...................................................21

§3.1 金融危机对零售业的冲击 ...............................................................................21

§3.1.1 金融危机对全球经济的影响......................................................................21

§3.1.2 金融危机对零售业的影响..........................................................................23

§3.1.3 金融危机下客户行为的变化......................................................................23

§3.1.4 金融危机下客户价值评价方法的变化......................................................24

§3.2 客户价值评价方法的选择 ...............................................................................26

§3.2.1 客户价值的评价标准..................................................................................26

§3.2.2 客户价值评价方法选择..............................................................................27

§3.3 客户价值评价体系设计原则及思路 ...............................................................27

§3.3.1 评价体系设计原则......................................................................................27

§3.3.2 评价体系设计总体思路..............................................................................28

§3.3.3 当前价值的设计思路..................................................................................28

§3.3.4 潜在价值的设计思路..................................................................................29

§3.4 客户价值评价指标分析 ...................................................................................29

§3.4.1 当前价值指标分析......................................................................................30

§3.4.2 潜在价值指标分析......................................................................................32

§3.5 客户价值评价指标权重确定 ...........................................................................33

§3.5.1 层次分析法介绍..........................................................................................33

§3.5.2 建立问题的递阶层次结构..........................................................................37

§3.5.3 层次单排序权重确定及一致性检验..........................................................37

§3.5.4 层次总排序权重确定及一致性检验..........................................................43

第四章客户价值评价体系应用研究...........................................................................47

§4.1 T 超市客户管理现状分析 ................................................................................47

§4.2 T 超市客户价值评价 ........................................................................................48

§4.2.1 客户价值分数确定.......................................................................................48

§4.2.2 评价结果分析...............................................................................................50

§4.3 客户关系管理策略 ...........................................................................................51

§4.3.1 客户分类方法改进.......................................................................................51

§4.3.2 客户发展策略...............................................................................................53

§4.3.3 资源投入策略...............................................................................................54

§4.3.4 客户关系理性发展策略...............................................................................55

第五章我国零售业 CRM 发展之路探索 ....................................................................59

§5.1 我国零售业 CRM 应用背景 ............................................................................ 59

§5.2 国内外零售业 CRM 应用实例 ........................................................................ 61

§5.3 我国零售业 CRM 应用前景 ............................................................................ 64

§5.3.1 我国零售业 CRM 存在的问题....................................................................65

§5.3.2 我国零售业 CRM 实施对策探索................................................................66

第六章结论与展望.......................................................................................................71

§6.1 论文总结 ...........................................................................................................71

§6.2 研究展望 ...........................................................................................................72

参考文献.........................................................................................................................73

在读期间公开发表的论文和承担科研项目及取得成果.............................................77

致谢...............................................................................................................................79

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摘要：

I摘要客户关系管理（CRM）是近几年学术界和企业界广泛关注的热点问题。客户作为企业不可或缺的资源，在日益激烈的市场竞争中，更加凸显其重要性。对于企业而言，客户资源的作用在于能够为企业带来源源不断的利润，这就是客户价值所在。随着改革开放的深入，我国零售业快速发展，国外大型零售巨头也大举进入，国内零售业市场竞争更加激烈。2007年8月爆发的美国次贷危机，迅速波及欧洲、亚洲市场，导致我国零售业发展受到了前所未有的挑战。面对外资零售巨头的围攻和经济环境的冲击，我国零售业纷纷制定相应的客户关系管理方案，但由于理念和资金的限制，以及对于CRM系统的盲目崇拜，导致CRM系统在我国零售企业中的使用并没有取得预...

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