基于企业与顾客关系的营销策略.doc

摘要：本文从企业与顾客关系的角度出发，阐明企业与顾客的关系影响着企业的生存与发展，正确处理好企业与顾客的关系，从关心、情感出发掌握顾客需要，切实投入生产与技术当中适应市场需求，能推广销售，创造业绩。同时走出企业与顾客关系的误区，对不同的顾客实行有差别的营销策略，做到真正了解顾客需要，维持顾客忠诚度，实现企业最终目标。面对当前经济形势，阐述企业的营销策略要适应网络经济时代的到来，并借助现代网络技术实现行销梦想。

关键词：顾客关系 关系变革 误区 营销策略

Abstract: Based on the enterprise and customer relationship marketing strategy paper from the business and customer relations point of view, to clarify the relationship between enterprises and customers affect the survival and development, correctly handle the relationship between enterprises and customers, from the care, emotional start to grasp customer needs and effectively Production to meet market demand and technology which can promote sales and create results. Out of business and customer relationships while the errors in the implementation of different customers have different marketing strategies, to achieve a real understanding of customer needs, maintain customer loyalty, the ultimate goal of the enterprise. Faced with the current economic situation, elaborate corporate marketing strategy to adapt to the network economy era, and the help of modern Internet technology and marketing dream.

Keywords: Customer Relationship; Relationship Change; Mistakes; Marketing Strategy

　　其实顾客的一次购买行为不是一笔交易的终止而是另一项交易的延续，一个成功的企业必须定期拜访顾客，同样企业要吸引、维系老顾客，就必须与老顾客保持长期的联系。企业与顾客的关系维持越久，这种关系对企业越有利可图。在许多行业中，企业与顾客关系持续时间越长，每一顾客所带来的销售额和利润额就会上升。当顾客流失时，他们不仅带走了当前交易的利润，而且带走了所有未来的利润。尤其当顾客因不满和愤怒而流失，他们就会传播企业的坏话，诋毁公司的名誉，从而减少公司潜在顾客的存量，这样会使公司陷入严重的市场危机之中。