顾客关系网络的价值导向管理

如何进行顾客关系网络管理是新经济条件下企业营销的新热点。文章从界定顾客关系网络的概念与价值入手，探讨了顾客关系网络的客户俱乐部、产销联盟协会、网友群和创业型消费者网络等类型，最后提出了顾客关系网络价值导向管理的对策，即从价值定位、经营范围、利润捕捉、战略控制和实施等五个要素方面对顾客关系网络进行管理。

Value Oriented Management of Customer Relationship Network

How to manage customer relationship network is the key that the enterprise keeps on a development in the new economic era. Firstly this paper discusses value and concept of customer relationship network; then we explore the types of customer relationship network, such as customer club,marketing federation, netizen group and entrepreneurial consumer network. Finally we suggest that value-oriented management of customer relationship network includes five main factors;value position, the scope of business, profits catching, strategy control and carrying out.