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华中科技大学硕士学位论文客户关系管理在零售业应用的研究姓名：黎忠申请学位级别：硕士专业：工商管理指导教师：吴兆龙20041028I8090WTOIIAbstractCustomerRelationshipManagement(CRM)comesfromthedevelopmentofRelationshipSalesandtherevolutionofInformationtechniqueinthelaterperiodof1980s.Since1990s,theretailingstartmakingimportanceofdistributionasthemarketingenvironmentprickedupgradually.Mostcorporationbuiltupplotdepartmenttodothiswork,butalloftheircandoisallkinksofdiscountwhichisharmtobusinesspayoffandmarketingcapacity.Basedonthissituation,thetraditionaldistributionofretailingfacetotoughcompetition.DomesticretailingareconfrontedwithhardmarketingcompetitionalongChinagettingmembershipofWTO.ThisarticlecollectdefinitionsofCRMindetailduringeverydevelopmentperiod.ItdescribesCRMfromfouraspectssuchasGoals,Strategies,Plans,ObjectsandPolicy.Itintroducesthebackgroundandpracticalmeaningofthesubjectselection,analyzesthedevelopmentoutlineofthedomesticandoverseasCRMtheory.Throughanalyzingdistributionandcustomerloyaltyofretailingbyrealcaseoffamousretailingcorporation,Thisarticlesummarizetheexperienceofretailingindomesticandoverseas.Atlast,accordingtothebasictheoryofmarketingandtheprincipleofCRM,combinedwithrealdomesticsituation,itbringsupoperationprojectsofCRMinthebigdomesticretailing.ThewriterlookforwardtomakesomesearchintheapplicationofCRMinretailing.Keywords:CustomerRelationshipManagementRetailingMarketingCustomerLoyalty111.1121.2902WTO322.12.1.120202020[1]440McCarthy4P20602.1.220801985[2]CRM1993DonPeppersMarthaRoyers[3]15232.22.2.11[4][5][6][7][8][9]6[10][11]23ParticiaseyboldMarshak[12]2-1GoalsStrategiesPlansObjects60%20%72-1Greenberg[13]OpreationalCRMAnalyticCRMCollaborativeCRMCRM60CRMCRMCRMCRM82.2.2Marshak1SFASieblSiebelScopusPeoplesoftVanitive2434ECRM2.2.3Lee[14]192ECRM342.3[15]10[16]2.3.112345678911102.3.212345672.3.311223451333.13.1.112080[17]2090VIP1422003.1.2[18]500100000151000015000300050000.5%3%3-10101010%11-1.511100%1233.23.2.1163.2.21231743.2.3142561844.14.1.112JamesBarmes4-1194-14.1.2JamesBarmes4-14-11-776.0%8-979.3%1085.2%1-749.0%8-983.5%1086.0%1-730.4%8-973.7%1092.1%20PLMSPIMS4-2[19]4-28%16%-3%8%5%30%1%11%E26101A95%B90%10%A5%B14ABA10%7221284.2FrederickReichheld[20]4-24-21012345672223454.3[21]2312342455.15.1.12002185NeimanMarcus[22]InCircle5.1.2[23]5-1122535-15-15.2265.2.17Kmart[24]200213Tesco47SafewaySaninsbury’s[25]Tesco111001Saninsbury’s12Safeway200240ColesMyer1998[26]FlyBuys275.2.2200214Costco105(BJsWholesaleClub)[27]Costco2000CostcoDiscoverDiscoverCostcoSafewayBJsBenficialBeneficialBJsBergdorfGoodmanKmart28,KmartKmart11Safeway3Kroger5.2.39Sears12JCPenney[28]200234BestBuy[29]27CVSCVS.com[30]Safeway[31]295.3[32]5.3.15.3.2305.3.3[33],GMA[34]Wegmans5-1(a)(b)5-1wegmans23.40%24.90%22.00%3.80%7.40%2.70%0.20%4.10%3.20%1.20%3.90%2.80%0.40%(a)45.40%18.80%8.90%0.60%13.20%1.90%0.10%4.80%1.80%0.40%2.80%1.10%0.10%(b)3123.4%45.4%75%5.3.4GMAWegmans5.3.5GMAWegmans20%10%5.4325.4.1AT&T//AT&T/5-25-2WegmansWegmansWegmans33[35]5.4.25.4.3343566.12004CRM[36]CRMCRMCRMCRMCRMCRMCRMCRMCRMCRMCRM6.1.1CRMCRMCRMCRM2003CRMCRMCRMCRMITCRMTurboSiebelOracleSAPCRMCRMCRMCRMCRMCRMCRMCRM36CRMCRMCRMCRMCRMCRMCRMCRMITCRMCRM6.1.2CRMCRMCRMCRM6.1.3CRMCRMCRMCRMCRMCRMCRM376.2CRM6.2.1[37]199750702080674.5103.9[38]6.2.251038CRM6.2.3CRM6.3CRMCHINARESOURCESVANGUARDCo.Ltd.,CRVanguard,--5505005“”,2020031214500103.245019“”4639200019.52345CRMCRMCRM6.4CRM40CRM[39]1CRMCRMCRM2CRMCRMCRMCRMCRM3CRMCRMCRMCRMCRMCRM4CRMCRM41CRM5CRMCRMCRM6.5CRM6.5.11:100-1505150-25010250151001042501002[40]36.5.21/43/:236.5.31[41]PAD/442/36-16-1/CRM/CRM/CRM/CRM///454[42]461234748[1]..:,2002:10-12[2]MichaelPorter.CompetitiveAdvantage.TheFreePress,1985:152-161[3]DonPeppers&MarthaRoyers.TheOnetoOneFuture.Currency/Doubleday,1993:92-97[4]JayCurry&AdamCurry.TheCustomerMarketingMethod.TheFreePress,2002:52-53[5]JimBerkowiz.CustomerRelationshipManagement(CRM).WhitePaperbyShowcaseCorporation,2000:78-81[6]GlenSPetersen.CustomerRelationshipManagementSystems.StrategicSalesPerformanceInc.,1998:122-127[7]PaulAnderson&ArtRosenberg.TheExecutive,sGuidetoCustomerRelationshipManagement.DoylePublishingCompany,2003:213-216[8].CRM.,2002(1):5-6[9].CRM.,2002(4):9-10[10].CRM.,2003(7):8-11[11].CRM.,1999(3):13-14[12]RonniMarshak.Customer.comPerspective.2000:277-278[13]PaulGreenberg.CustomerRelationshipManagementatthespeedoflight.Osborn/McGraw-Hill,2001:35-36[14]DickLee.TheCustomerRelationshipManagementSurvivalGuide.High-YieldMarketingPress,2000:174-179[15]..:,2004:66-72[16]..,2001(6):37-38[17]..:,2003:144-172[18]..,2001(11):9-14[19].E.:,2001:6-949[20]..:,2001:45~48[21]..,2002:67-75[22]DanSmith.RetailsystemsExpertEncouragesCloseCustomerRelationships.RetailAlert,2001(7):32-33[23]..:,2001:28-37[24]PeterWing.RetailersDeserveCompetitiveSystemsMarketplace.RetailSystensAlert,2002(5):49[25]ThomasHFriedman.MovingTowardPointofPresenceRetailing.RetailSystemsAlert,2002(3):25-26[26]JackArmstrong.RetailingAustralia.RetailForward.1999,10:41[27]SuanReda.SaningCustomerServiceAreRetailersUptotheChallenge.STORES,2001(1):27[28]PhilWilderson.HomeDepotExecPromotesMidewarealDevelopmentDriver.RetailSy