基于收入管理的CRM策略优化研究

在以客户关系为竞争导向的服务经济时代,有效的收入管理必须深入的结合客户关系管理策略.利用赋值马尔科夫过程方案决策的基本理论构建起了基于收入管理的CRM策略优化方案决策的随机模型,并对该模型方法进行了实证应用.结果表明通过应用该模型方法进行CRM策略的优化选择后,企业在加强客户关系承诺的同时能有效的提升其收入管理水平.讨论了研究结论对企业管理实践的意义.

Research on the Optimal Strategy of CRM Based on Revenue Management

Effective revenue management must be deeply combined with customer relationship management in service economic era taking customer relationship as direction.Based on analysis of markov decision-making theories,the paper develops an optimal decision-making stochastic model about CRM strategy based on revenue management,and validates the model by the transaction data of a online shopping center.Results show that enterprise can not only improve its customer relationship commitment but also promote its revenue management levels by using the model to choose optimal CRM strategy.The Management implications to enterprise are discussed.