重点客户关系管理

摘要
随着市场经济发展,客户的争夺越来越激烈。客户关系管理在企业管理中的重要作用越来越明显。
然而企业的资源是有限的,我们只能管理一定数目的客户,特别是重点应放在创造企业价值20 %的客户上。客户作为一种企业重要资源，但并不是所有的资源都具有相同的价值，同理并不是所有的客户都为企业带来同样的利润。同时企业资源的有限性决定了我们不能对所有客户采取相同的维护及发展策略。根据帕累托80/20法则，20%客户带来了80%的企业利润。本文的目的就是通过对以重点客户管理为核心的重点客户关系管理，对重点客户进行有效的识别、管理、发展。        
本文在前人研究的基础上，先从理论角度出发，阐述了研究目的、方法，重点对客户关系管理中以重点客户为核心进行了充分的研究和探讨，并在重点客户的识别、分级、维系等方面提出了自己的见解。

关键词: 客户关系管理 重点客户价值 重点客户发展
ABSTRACT
With the development of the market economy, the customer competes is getting more and more intense. Customer relationship management in enterprise management has become increasingly clear to the important role.
 However enterprise's resources are limited, we can only manage a certain number of customers, specially the emphasis should be on the value creation on 20% of the customer. , As a vital enterprise resources, but the resources do not all have the same values, not all of empathy for enterprise customers bring the same profits. At the same time, the limited nature of enterprise resource makes that we can not adopt the same maintenance and development strategy for all the customers. According to Pareto 80/20 rule, 20 percent of their customers bring 80% of the profits of enterprises. The purpose of this paper is to focus on a core customer management for the focus of customer relationship management, the key to effective customer identification, management and development.
 In this paper, on the basis of previous studies, the first theory point of view, expounds the purpose of the study, methods, focusing on the customer relationship management in order to focus on core customers for a full study and exploring, and also in the identification, classification and maintenance of key customers proposed own opinion.

Key word: Customer relations management, key customer value, key customer development

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