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电大客户关系管理期末必备考试小抄1. 客户：狭义的客户是是指产品和服务的最终使用者或接受者。广义的客户要结合过程模型来理解，任何一个过程输出的接受者都是客户。2. 客户按重要性可以分为：普遍型、重要型、贵宾型。3. 关系：是指两个人或两组人中的一方对另一方的行为方式以及感觉状态。4. 关系的特征：行为特征、感觉特征。5. 管理：指在特定的环境下，对组织所拥有的资源进行有效地计划、组织、领导和控制，以便达成既定的组织目标的过程。6. CRM的含义：它是一种商业管理策略，通过使企业组织、工作流程、技术支持和客户服务都以客户为中心来协调和统一与客户的交互行动，达到保留有价值客户，挖掘潜在客户，赢得客户忠诚，并最终获得客户长期价值的目的。7. CRM的理论体系包括三个方面：CRM战略、CRM信息技术系统和CRM实施策略 CRM策略CRM CRM营销策略 CRM实施CRM系统CRM营销策略 CRM理念(CRM铁三角)客户关系管理首先是一种管理理念，其核心思想是将企业的客户(包括最终客户、分销商和合作伙伴)座位最重要的企业资源利用CRM系统，通过完善的客户服务和深入的客户分析来满足客户的需求，从而提高顾客满意，进而提高顾客忠诚，最终实现客户的终生价值最大化。8.客户关系管理的误区：1.仅仅使用客户关系软件就可以提高绩效2.企业只需要关注客户关系进展情况就可以了3.新客户的获得和客户关系管理是两个不相关的过程4.认为客户希望与企业建立良好的关系。5.长期客户关系更有利可图6.一般来讲满意的客户具有较高的忠诚度7.企业应该把重点放在盈利能力比较强的客户上8.客户金字塔是对客户进行细分的好方法。9.企业有关客户忠诚度的活动能提高客户的忠诚度10.客户生命周期价值是可以估计的9.客户资源对企业的价值体现：1.成本领先优势和规模优势。2.品牌价值。3.客户信息价值。10.客户关系管理的意义：1.实施CRM可以提高企业的盈利能力2.CRM有利于降低企业的经营风险3.CRM有利于为企业创造竞争优势4.企业实施CRM是提高交易效率的重要途径11.CRM对企业的作用：1.管理客户资料2.增加销售机会，提高销售额3.提高客户满意程度4.降低市场营销成本5.提高员工的工作效率6.资源共享12.客户关系管理的动因：1.顾客行为的变化2.企业内部管理的需求3.竞争的压力4.信息技术的推动13.国内CRM实施误区：1.技术追星现象2.信息孤岛现象3.“追求时髦”4.对CRM不现实的期望5.自力更生现象14.顾客满意：是一种心理活动，是顾客的需求被满足后的愉悦感，顾客满意的基础理论是心理学上的差距理论，即顾客感知价值与顾客预期的差距决定了顾客满意度。顾客满意的三个要素：1.商品(直接要素)商品硬体和软体价值2.服务(直接要素)店铺、店内的气氛销售员的待客态度售后、资讯服务3.企业形象(间接要素)社会贡献活动环境保护活动15.顾客满意的一般内容：理念满意;行为满意；视听满意；产品满意；服务满意16.客户期望：是指市场上的顾客从各种渠道获得企业的产品、价格、服务等消息后在内心在对产品服务等形成一种“标准”，进而会对企业的行为形成一种期盼。17.影响客户满意的因素：1.产品质量：性能、式样、寿命、核心产品2.服务质量：态度、技能、项目18.引起顾客投诉的原因：主观原因：1.不尊重顾客2.故意拖延顾客3.技能不熟练4.不能一视同仁5.不注重社会形象6.法制观念淡薄 客观原因：1服务质量和服务态度很难量化2.顾客个性差异19.顾客投诉对企业的意义：1.是企业发现问题和失误的机会2.是企业促进连续改进的机会3.是企业留住不满意顾客的最后机会4，是企业创新的源泉20.导致顾客流失的原因：1公司人员流动导致顾客流失2.竞争对手夺走顾客3.市场波动导致顾客流失4.言而无信让顾客丧失信心21.顾客满意度测评的意义：1.调整企业经营策略，提高经营绩效2.塑造新型企业文化，提升员工整体素质3.促进产品创新，利于产品或服务的持续改进4.增强企业竞争力22.如何提高顾客满意度：1.预先考虑顾客需求2.质量的好坏由顾客说了算3.尽可能为顾客提供方便4.满足顾客的尊容感和自我价值感23.顾客忠诚：是指顾客满意后而产生的对某种产品、品牌或公司的信赖，维护和希望重复购买的一种心理倾向24.顾客忠诚的衡量：1.重复购买的次数2.交叉购买的数量3.增加购买的数量4.购买时挑选商品的时间5.对待竞争产品和服务的态度6.对产品和服务价格的敏感程度7.对产品和服务质量事故的宽容度8.顾客生命周期9.顾客满意度10.顾客向其他顾客的推荐和介绍，即顾客口碑11.顾客保持率12.顾客流失率 其中1 2 5 10为关键指标.25.顾客价值：是顾客对产品属性、属性效能以及使用结果(对实现顾客目标和初衷的促进或阻碍)的感知偏好和评价。26.顾客的细分：1.按照客户与企业的关系进行细分(一般客户 企业客户 内部客户 渠道分销商和代理商)2.按顾客价值细分有：VIP客户(约1%)主要客户(约4%)普通客户(约15%)小客户(80%)27.顾客价值分析的主要步骤：1.确认顾客重视的主要产品属性2.评估各个产品属性的重要性3.评估公司和竞争对手在各项顾客价值标准上的表现与标准的重要程度的对比4.从某一产品属性逐项检验待定细分市场的顾客如何评定公司及主要竞争对手的表现5.密切关注顾客价值28.如何抓住有价值的客户：1.必须对客户进行价值化研究2.客户也要分三六九等3.不同客户要不同对待4.服务的同时不要忘了管理29.CRM系统的特点：综合性；集成性；智能化；高技术含量30.CRM的三个层次：界面层(协作型CRM)功能层(操作型)支持层(分析型CRM)31.呼叫中心：是指充分利用通信网和计算机网的多项功能的集成，与企业各业各渠道连成一个完整的综合信息服务系统，能有效、高速地为用户提供各种服务。32.呼叫中心的作用：1.提高客户服务水平2.获取客户信息3.改善企业内部管理4.创造利润33.CRM系统的模块：销售自动化；营销自动化；客户服务与支持和商业智能34.销售自动化的主要功能：账户管理；联系人管理；销售机会管理；活动管理35.数据：是为反映客观世界中的某一个事件而记录的可以鉴别的数字或符号，如数字、文字、图形、图像、声音等36.数据的分类：1.通过数据来源分：内部来源数据；外部来源数据2.按照数据采集渠道分：电子邮件；电话语音；文字交谈；多媒体数据3.按照企业不同部门(市场 销售 服务)的用途分：客户数据；销售数据；服务数据4.根据CRM系统的特殊需要对数据分：描述性数据；促销活动数据；交易数据37.数据仓库：是一个用以更好地支持企业或组织的决策分析处理的、面向主题的、集成的、不可更新的、随时间不断变化的数据集合38.数据仓库的特征：面向主题；集成；相对稳定；反映历史变化39.数据挖掘：是从大量的不完全的、有噪声的、模糊的、随机的数据中，提取隐含其中的、人们事先不知道的、具有潜在价值的信息和知识的过程。40.聚类：按照对象属性的相似性将他们分为若干个组成类别的方法。（对样品/指标进行分类）41.关联：若干个或多个变量的取值之间存在某种规律性，就成为关联。42.关系营销：是指企业为实现盈利目标，建立、维持和促进与顾客及其其他伙伴之间的关系，以实现参与各方的目标，从而形成一种兼顾各方长期利益关系的营销方式。43.4P:产品(Product)价格(Price)地点(Place)促销(promotion) 4C：顾客价值(Customers)顾客成本(Cost)顾客方便(Convenient)顾客沟通(Communication)44.一对一营销：是指企业根据客户的特殊需求来相应地调整自己的经营策略的行为。45.一对一营销的核心：以顾客份额为中心，通过与每个顾客的互动对话，与客户逐一建立持久、长远的双赢关系，为客户提供定制化的产品。46.一对一营销的核心理念：顾客份额；顾客终生价值；顾客等级；学习型关系47.一对一营销的实施：1.第一步：识别企业的顾客2.第二步：对顾客进行差异化分析3.第三步：与顾客沟通4.第四步：定制服务48.一对一营销的价值：1.j交叉销售大大增加2降低客户游离程度，增加客户忠诚度3.交易成本降低，服务周期缩短4.客户满意度提高，建立品牌效应49.数据库营销：是指企业通过CRM系统搜集和积累消费者的大量信息，经过处理后预测消费者有多大可能性去购买某种产品，以及利用这些信息给产品以精确定位，有针对性地制作营销信息，以达到说服消费者去购买某种产品的目的。50.数据库营销过程：1.企业需要建立完整的客户信息数据库2.构建客户消费行为特征变量集3.数据挖掘模型构建4.根据模型分析的结果制定并实施营销方案6.模型效果监控和更新51.直复营销：是一种为了在任何地方、任何时间产生可度量的反映和达成交易而使用的一种或多种广告媒体相互作用的市场营销体系52.直复营销的特点：直复营销降低了整体顾客成本；互动性；目标群预选；鼓励顾客回复；直复营销较少受到时间和空间的限制；可测性53.业务流程：是指企业输入各种资源、以客户需求为起点，到企业创造出客户满意的产品或服务、实现价值为终点的一系列活动。54.支持CRM发挥作用的企业文化通常具有的共同点：树立让客户100%满意的企业价值观；实现内部资源和外部资源的综合管理；“一对一”的文化；客户资源是企业最重要的资产；“大客户”文化55.CRM评估指标的原则：1.指标必须与企业CRM目标一致2.定量与定性相结合原则3.兼顾短期和长期利益4.在财务指标与非非财务指标间达成平衡5.测评结果与指导方向相结合原则6.战略目标与战术目标相结合原则7.关注客户与注重员工相结合原则56.数据库营销的战略意义:1.帮助企业准确找到目标消费者群2.通过个性化的客户交流维系客户忠诚3.为营销新产品开发和市场探测提供信息4.选择合适的营销媒体5.防止客户转向竞争者请您删除一下内容，O(_)O谢谢！2015年中央电大期末复习考试小抄大全，电大期末考试必备小抄，电大考试必过小抄Shanghais Suzhou Creek has witnessed much of the citys history. Zhou Wenting travels this storied body of water and finds its most fascinating spots. Some lucky cities can boast a great body of water, like London with the river Thames and Paris with the river Seine. Shanghai is privileged enough to have two great bodies of water: Huangpu River and Suzhou Creek.Huangpu River became famous when colonists established clusters of grand buildings on its banks on what became known as the bund. Today, the bund overlooks the breathtaking skyline of Lujiazui financial district. Shanghais other body of water, however, Suzhou Creek, has been somewhat overshadowed. Suzhou Creek links the inland cities of Jiangsu province with Shanghai. When the British colonists, who arrived in the city after it was opened as a commercial port in 1843 found they could reach Suzhou, Jiangsu province, via the creek, they named it Suzhou Creek. Thanks to its location, a large amount of cargo and travelers were transported via the creek before rail links were established. But after a century of being utilized as a waterway to transport goods and labor, the creek grew dark and smelly. Industrial factories were established along the banks. In the 1990s it became a key task of the city government to clean the creek. Suzhou Creek, which snakes 17 km from the iconic Waibaidu Bridge downtown to the outer ring road in west Shanghai, maps the changing periods of the citys history, including the imprints of the concessions, the beginning of industrialization and the improvement in peoples living conditions. Where the Bund began In-between the shopping street of East Nanjing Road and the Bund, are a cluster of streets that give me the illusion that I am no longer in modern Shanghai. The streets are narrow and old and criss-cross each other. Any old residential house may turn out to be a former office of the British, constructed in the 1880s. Pawnshops and hardware stores that are hard to find elsewhere, are plentiful here. This area, at the confluence of Huangpu River and Suzhou Creek, is called the Bund Origin. Countless tour buses stop at the site every day and visitors from around the world get off to see this place, the starting point of the concessions in the city. It all started in 1872, when the former British Consulate General was constructed and the Bund began its transformation into an the financial street of the East. Now the site of the former consulate is called “No 1 Waitanyuan”, which translates to “the Bund Origin”, to honor its beginnings. The entire complex of this historical site comprises of five buildings, the former British Consulate General, the official residence of the consul, the former Union Church, the church apartments and the former Shanghai Rowing Club. The size of the courtyard is equivalent to that of four standard soccer fields. The building of the former consulate is a two-storey masonry building on an H-shaped plan in typical English renaissancestyle. The building is designed with a five-arch verandah on the ground floor with a raised terrace facing the garden, while the facade features an entry portico beneath a colonnaded loggia. It has been turned into a caf where dinner and afternoonteaare available. Visitors can choose to sit indoors or outdoors to enjoy the magnificent gardens with nearly 30 ancient trees.Yuanmingyuan Road behind the complex is also a historical site. The road has been revamped as a pedestrian shopping street and high-end brands have seized the best spots. Altogether, 14 old buildings, including those used for offices and residences constructed during 1920s and 1930s, remain. Today, it is a popular location for commercialfashionphoto shoots. New Tianan Church, or Union Church, stands at the intersection of Yuanmingyuan Road and Suzhou Creek. The church, designed in the style of the English countryside, has a capacity of 500 people. It was very popular during the concession period but was converted into factory offices after 1949. The church we see today is a replica, the original burned down in 2007. There used to be an outdoor swimming pool, the first of its kind in Shanghai, beside the church but has been filled-in and is now a small garden. Bridge of romance There is perhaps no other place thats more representative of Shanghai than this bridge, which appears in quite a lot ofmovies about the city. Dozens of couples visit every day to pose for their pre-wedding photos on the bridge where Suzhou Creek begins and interconnects with Huangpu River. This is Waibaidu Bridge, or the Garden Bridge. The soon-to-be-wed couples pose in splendid attire on the bridge, leaning against the railing or sitting on the wooden floor. Some even risk walking into the middle of the road to get the perfect shot.Colorful lights illuminate the bridge throughout the night, making it a picturesque place for pre-wedding portraits and lovers to meet. Constructed in 1873 and designed by a British company, the 106-meter-long bridge was the first-ever major bridge in Shanghai. In 1856, the first large wooden bridge, Wells Bridge, was built over Suzhou Creek but the bridge toll led to complaints from citizens. So 17 years later, another wooden bridge, which did not require tolls, was built. People called it Waibaidu, which means “going across for free”. The bridge was renovated as a steel truss structure in 1907. Because nearly 40 bridges have now been built over Suzhou Creek, the bridge is no longer a traffic artery but is more of an observation deck for tourists. It is a tradition in Shanghai for a grandmother to walk across a bridge with their grandchild when he or she reaches one month. This represents that the newborn has overcome all the twists and turns and its journey will be safe and smooth throughout his or her life. Waibaidu Bridge is always the best option because its the icon of Shanghai. The picture of my daughter when she was a baby held by her grandmother was also taken here. Its like a family tradition, says Wang Xuefen, a Shanghai native who has a newborn grandson. Changning Riverside There is a 5-km stretch of waterfront by Suzhou Creek in Changning district on Changning Road from the intersection of Hami Road to Jiangsu Road. It has become a popular place to take a walk and sunbathe on the lawn. There is an overpass at the intersection of Changning Road and Gubei Road for people to enjoy the view of the creek and a 3-km plastic runway on both sides of Changning Road, which attracts people of all ages, Chinese and expat. Jogging on the two sides gives a different feeling because the north side is next to the creek, and the south side is adjacent to the residential highrises, which is like jogging in the jungle, says Xiao Xu, a 27-year-old woman who lives nearby. The riverside used to be completely different. Dozens of textile mills, chemical plants and machine manufacturing factories were set up along the creek in the 1920s. They brought industrialization but also pollution. From the 1930s the creek could no longer be used as a source for tap water, and no living fish or shrimp could be found. Suzhou Creek in my memory is dark and smelly. I used to go to the riverbank to watch the sewage disposal running out from the chemical plants when I was a little girl. We didnt know it was pollution. We thought it was a red waterfall, says Huang Qi, a 57-year-old Shanghai resident. So the residential houses along the creek were unpopular, and only migrants with low incomes would live in that area, she says. However, things have changed. The plants were closed and turned into riverside parks and the apartments in the new highrises, especially those facing the creek, are much sought after. East China University of Political Science and Law This is the famous former Saint Johns University, Chinas first-ever modern institution of higher education established by missionaries from the United States in 1879. The buildings combine Chinese and Western elements. Address: 1575 Wanhangdu Road, Changning district The old residential area After you leave the university from its east gate you will enter a shabby neighborhood that retains its original look. The alleys are narrow and the houses are overcrowded. Some things have not changed for many generations, such as raising chickens at home. Address: West Guangfu Road Moganshan Road This is anartsy street that has become very popular among artists and fashionistas in recent years. Graffiti covers the walls on the winding street, where you can find a cluster of art galleries and creative industry offices. Sihang Warehouse Four banks jointly funded the construction of this warehouse, so it is named sihang, or four banks. The warehouse, built in 1931, was used for the storage of food, first-aid supplies and ammunition during the years of war. The building, which is also a masterpiece left by the Hungarian architect Laszlo Hudec in the 1930s, has been recently transformed into a center of creative industry workshops. Address: 1 Guangfu Road, Zhabei district
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