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The Customer Marketing Research of JS Company

Author: QiuTaiYong
Tutor: ChenYunJuan
School: Nanchang University
Course: Business Administration
Keywords: JS company RFMD model K-Means algorithm Customerrelationship life cycle Customer relationship marketing management
CLC: F274
Type: Master's thesis
Year: 2013
Downloads: 6
Quote: 0
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Abstract


With the rapid development of communication technology services industry, the market is meeting increasingly fierce competition, the modern world economy has gradually entered e-commerce era. For those in production as the center, market strategy for the purpose of selling products by customer as the center, has gradually replaced by the marketing strategy for the purpose of service and customer. So the success of customer relationship marketing management become a very important channel for the enterprises to achieve competitive advantage.This paper presents a customer relationship marketing management framework which based on the RFMD model, K-Means algorithm, and customer relationship life cycle. First of all, the theory related to the customer relationship marketing management is discussed in this paper, such as relationship marketing theory, integrated marketing theory, databases marketing theory and one-to-one marketing theory and so on; Secondly, the customer relationship marketing management of communications services industry is analyzed, obtain a result of its customer characteristics and marketing management methods and marketing problems; Thirdly, take JS company for example, analyzing the customer segmentation, marketing management methods and the existing problems. At the same time, analyzing how to utilize the mass data of the JS company subdividing customer group, identifying their characteristics, behavior and needs. Finally, targeting to implement different marketing solutions.

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CLC: > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management
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