目录 页码 摘要................................................................................................................................v 致谢................................................................................................................................vi 目录………………………………………………………………………………..viii 图表列表.................................................................................................................xi 表格列表.................................................................................................................xii I.简介.......................................................................................................................1 背景.......................................................................................................................1 问题陈述.................................................................................................................4 研究目标………………………………………………………………………..5 研究问题...............................................................................................................6 调查问题...............................................................................................................6 研究范围………………………………………………………………………..6 总结...............................................................................................................................7 II.文献综述………………………………………………………………………….8 章节概述………………………………………………………………………….….8 客户…………………………………………………………………………...8 客户关系管理…………………………………………………………....11 CRM 的好处……………………………………………………………………...17 什么使 CRM 成功…………………………………………………………..20 以客户为中心的方法………​​………………………………………………….....27 客户识别………………………………………………………………………30 客户细分………………………………………………………………..36 HQ AFMC…………………………………………………………………………………………45 总结…………………………………………………………………………...51 III.方法论………………………………………………………………………….52