基于CRM的企业间的客户竞争研究

传统客户竞争模型存在不足,不能用于客户关系管理CRM下的客户竞争。为从理论上深入研究CRM下的客户竞争,建立了CRM下的企业间客户竞争的理论模型。在这个模型中,首次包含了CRM中客户对不同企业品牌的偏好因素、客户关系周期长度和产品定价模式对客户竞争的影响。通过对竞争模型的分析,得到了CRM下竞争企业的定价下限、发生转移的客户的偏好特征模式和企业的市场份额函数等客户竞争结果。

Research on Customer Competition between Enterprises Based on CRM

The traditional Customer Competition Model can't be applied to the CRM situation because of its drawbacks. In order to investigate the customer competition under CRM deeply, this paper establishes the theoretical model of customer competition between enterprises under CRM situation. In this model, the influence of customer's preference of different brands, customer relationship lifetime and the pricing mode upon the customer competition is included. Through analyzing the model, the competition results, such as the bottom-line prices of different enterprises' products, the characteristic mode of preference of customers' switching, and the market share function of the enterprises are obtained.