国际广告公司的高价值客户服务理念探讨.doc

DMG国际广告公司的高价值客户服务理念探讨


目录
DMG国际广告公司的高价值客户服务理念探讨 1
摘要 3
ABSTRACT 4
DMG国际广告公司的高价值客户服务理念探讨 6
一、DMG认为客户是公司的重要资源 7
二、DMG倡导的高价值客户服务理念是大客户理论的发展 8
三、DMG“高价值客户”服务理念的分解 11
四、DMG建议注意的一些客户服务问题 15
注释 17
参考文献 18
致谢 19
摘要
现在的营销界,大都把“大客户理论”奉为至理名言,普遍认同“二八”法则中倡导的“20%的客户提供了企业80%的利润”,并以此作为判定大客户的标准。可是作者确认为:客户关系管理的倡导,除了“大客户”理论中的经济利益驱动之外,更加重要的是市场驱动——即战略发展。客户是除了传统资源之外的,另一种公司重要资源。在现在这样竞争激烈的市场上,企业不进则退;没有发展,就难以生存。所以广告公司运营的目的除了获得经济利益之外,更重要的是长远的发展,对待客户的眼光,不仅应该是经济的,更应该是战略的。所以,作者提出突破原有“大客户”理论的“高价值客户”理念,并对它包容广告公司经济利益和战略发展于一体,并同时寻求客户当前价值和潜在价值的特点进行探讨。
关键词: 客户资源高价值客户服务理念
ABSTRACT
In today’s marketing area, most people believe in the theory of “key clients”. They widely accept what the “20/80” theory which claimed the 80 percent of benefit is gained from 20 percent of clients and this theory becames the benchmark of whether a key client is . But the writer argued that economy is not the only one most important elements in the relationship between panies and the clients , but also the strategy influence as well. And the strategy influence is sometimes even more important. These key clients is also another important resource besides these traditional resources. Nowadays the panies should keep on developing to escape being eliminated through selection or contest, if panies stop getting progress ,it will must be eliminated in pitition of the market. In a summary, these advertising copanies should not only aimed at the economy benefit but also the long developing goal. While we regard the clients should both in the angle of economy and strategy.
So the writer support the theory of “high quality clients” theory which created by DMG international advertising enterprise, which mix the economy benefit and strategy developing influence into one.
KEY WORDS: clients resources high-quality clients service theory
DMG国际广告公司的高价值客户服务理念探讨
客户是目前商业活动的中心、企业利润的源泉,成为企业赖以生存的空间,因此在设计企业的经营决策时,企业应更多地考虑抢占更大的市场份额,而不是抢占更大的单纯经济利益。只有拥有稳定而发展的客户群,才能为企业向预期方向发展提供良好的基础。①
许多广告公司在处理客户管理这一问题上,现在依然奉行“20/80”法则,并