摘要：随着市场经济的发展，竞争的日益激烈，市场营销理论也不断的发展，从最初的“产品生命周期”、“品牌形象”等概念发展到“市场细分”、“目标市场”，再到如今“客户”的概念在整个营销中的地位越来越凸显出来了。尤其是客户终身价值理念的应运而生，令企业不得不开始探索客户终身价值与提升企业客户关系管理水平之间的联系，从而达到提升公司业绩的目的。先进的客户关系管理思想成为管理者最为青睐的管理理念，它能将先进的管理思想和技术手段发挥最大的作用，把企业的人力资源、业务流程和专业技术有机的结合在一起，形成一个整体，使得企业能以更低的成本和更高的满意度来满足客户的多样性需求。本文以上海弘宇汽车销售服务有限公司为具体研究对象，对其实施客户关系管理的必要性进行阐述，在关于其售前、售中和售后三个方面的流程优化管理上提出改进方案。并且从客户终身价值理论角度分析，充分开发客户的价值从而达到提升企业获利能力，增强企业核心竞争力。58161
毕业论文关键词： 客户终身价值；客户关系管理；汽车4S店；客户满意度
Research on customer Relationship Management for customer lifetime value of Shanghai Hongyu 4S shop
Abstract:With the development and increasingly competitive of market economy,and the theory of marketing is developing continuously,develop from the concept of “product lifetime cycle”,brand image”to “market segmentation”target market” and now,the concept of “customer”play a important role in the whole marketing process.especially,the raised of customer lifetime value makes enterprise explore the relationship of customer lifetime value and customer relationship management,and it helps to improve the company achievements.Advanced customer relationship management become the most popular management concept between the manager.it will maximize the role of the advanced management ideas and techniques,combined with company’s human resources,business processes and technical expertise,so that enterprises can lower costs and higher efficiency to meet customer persity demands.In this paper, Shanghai HongYu Automobile Sales and Service Co., Ltd. as the research object.Elaborated the necessity of the implementation of its Customer Relationship Management.From three angles proposed optimization scheme of the customer relationship management in process optimization management.From a theoretical perspective of customer lifetime value to exploit the value of customer to enhance corporate profitability and the core competitiveness of enterprises.
Keywords:customer lifetime value;customer relationship management;customer satisfaction
目录
引言1
一、绪论2
（一）选题背景2
（二）研究的目的和意义2
（三）研究现状和发展趋势3
（四）研究的主要方法4
二、客户终身价值理论综述5
（一）客户终身价值的涵义 5
（二）汽车4S店客户终身价值5
（三）客户终身价值理论对汽车4S店的意义 6
三、弘宇起亚4S店客户关系管理现状分析7
（一) 企业的概述7
（二) 弘宇起亚4S店售前客户关系管理7
1、客户定位7
2、客户细分7
3、客户开发7
（三) 弘宇起亚4S店售中客户关系管理7
1、弘宇起亚4S店售中环节客户关系管理的现状8
（四) 弘宇起亚4S店售后客户关系管理10
1、弘宇起亚4S店售后客户关系管理的现状10 面向客户终身价值的汽车4S店的客户关系管理研究:http://www.youerw.com/guanli/lunwen_63135.html