The analysis and modelling to the customer relationship chain management

Abstract

指出了客户关系管理的概念不足,以实际例子引出客户关系链的概念,并分析指出客户关系链可以承载供应链的运作管理.利用Markov链对该过程建模,对简单的情况进行了分析和计算,并给出了如果忽略了客户下游信息,企业所受到的损失分析.并同供应链系统作了类比. Beginning from the shortage of CRM(customer relationship management) and demonstrating with success practice example, the paper introduces the concept of "Customer Relationship Chain Management", then analyzes it to show such chain is the support of current SCM(supply chain management). Also we model it with Markov chain, and compute and analyze the model in simple cases, then point out the enterprise’s lost if neglected the customer downstream. Finally, we analyze a supply chain example with the thought by analogy.