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CH8

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    1. ?????? Chapter 8 8-1 CH8 ???????? ???-???-????? ????? ?????????? ???????? ?????????? ?????

    2. ?????? Chapter 8 8-2 ???-???-?????

    3. ?????? Chapter 8 8-3 ???-?????????? ????????????????,???????????????????,??????? ?????????????,??????????,???????????????????

    4. ?????? Chapter 8 8-4 ???-?????????? ????????????????,?????????????????? ????????????????,???????????????

    5. ?????? Chapter 8 8-5 ???????????(1)

    6. ?????? Chapter 8 8-6 ???????????(2) ?????????????????? : ????????????? ??????????,???????????? ???????,?????????????

    7. ?????? Chapter 8 8-7 ???????????(3) ?????????,???????,??????????????? ???????????????????????? ??????????????????(???????????????????),???????????????,????????????

    8. ?????? Chapter 8 8-8 ????????????????

    9. ?????? Chapter 8 8-9 ????????????-?????? : ?? ??????????: ?????????????,?????????? ?????????? : ??????????????? ??????????????????????????,????????????????????? ??,?????????????????,??????????????

    10. ?????? Chapter 8 8-10 ??????????(1) ????(Frederick F. Reichheld) ??? ?????????????????? ????,???????????? ???????????????? ????????,??????????

    11. ?????? Chapter 8 8-11 ??????????(2) ?????????(?????????)?????? ?????????????????????????????? ?????????????????????,??????????

    12. ?????? Chapter 8 8-12 ????-???????(1) ???(Reinartz)???(Kumar)??????????: ???????????,????????(??????????) ??????????????,?????????? ???????????????,????,????????????????

    13. ?????? Chapter 8 8-13 ????-???????(2)

    14. ?????? Chapter 8 8-14 ???????????????

    15. ?????? Chapter 8 8-15 ????? ?????????????????????,??????????????????????? ??????????????????? ?????? : ???????????????????? ?????? : ????????????????

    16. ?????? Chapter 8 8-16 ????? ???????????,???????????? ???????(LP)??????????????,??????????????? ??????????????,??????????(????) ???????????,?????????????????? LP??CRM?????,??????????????????????

    17. ?????? Chapter 8 8-17 ?????????? ?????(???????)??? ????? ?????? ?????

    18. ?????? Chapter 8 8-18 ???????? ??????????????-?????????? ????????,?????????????????,?????????????? ???????????????????? ??????????,????????????????????,????????? ????????????? ??????????,??????????????

    19. ?????? Chapter 8 8-19 CRM?? : ???? ?????????? ????????????????????,?????????????????,????? ??Mintel??????? : ??15%???????????????? 29%????????? 22%???????????? ???????????????? 46%???????????????

    20. ?????? Chapter 8 8-20 ????? ?????????????,???????????????? ??????????????: ?????? ??????? ????? ???????(SCR)?????? ????? ???? ?????????????????????? LP????

    21. ?????? Chapter 8 8-21 ??????(1) ??????????????????,???????????? ???????????,????????????? ???????????LP???,????????????,??????,???????????

    22. ?????? Chapter 8 8-22 ??????(2) ??LP????????????,?????????????????? ?????????????,???????,???????????????

    23. ?????? Chapter 8 8-23 ????? ????????????????????????????????? ????????????????????? ??????????????????,???????????? ??????????????

    24. ?????? Chapter 8 8-24 ??????????

    25. ?????? Chapter 8 8-25 ??????????

    26. ?????? Chapter 8 8-26 CRM?? : ??????? (1) ????????????????????,?????????(USAir)????????????????,??????????????????? ???????????????????????,???????????????

    27. ?????? Chapter 8 8-27 CRM?? : ??????? (2) ??????????????????????????????????????????????????? ???????????50??????????,??????????????? ????????????????,?????????????? ????????????????? ,????????????????????

    28. ?????? Chapter 8 8-28 ??????????(1) ????? ??VS????? ???????(?????) ??????? ??? ??????? ?????

    29. ?????? Chapter 8 8-29 ??????????(2) ?????(???????,????????) ??VS???LP ????VS????LP ???(????VS????)

    30. ?????? Chapter 8 8-30 ?????(1) ??VS????? ?????????(????)????????????(????)?) ????????????????,??????? ????????????????????????,??????????????????????????????,????????

    31. ?????? Chapter 8 8-31 ?????(2) ??????? ???????????????????? ?? : ???????Fingale-A-Badgel????????,???????,?????????-?????? ???LP??LP???????????? ??,???????LP????????????????????????????????

    32. ?????? Chapter 8 8-32 ?????(3) ??????? ??????????LP????,????????????,??????? ?????LP????????????MIG29???????? ??????(Neimann Marcus)????????????????????????????????????????????????????

    33. ?????? Chapter 8 8-33 ?????(4) ??? ?????????????????????? ????????????????????????? ??????? ????????????????? - ????????????????????????

    34. ?????? Chapter 8 8-34 ??????????

    35. ?????? Chapter 8 8-35 CRM?? : ??????(Bloomingdales)??????? ??????????????????????? ???:??Bloomingdales?????????,????????(Premier Insider)????? ???:?????????1,000???? ???:????????Bloomingdales????2,500???

    36. ?????? Chapter 8 8-36 ?????(5) ????? ???????????????????,???????? ????????????????,???,??????????? ??????? -???????????????,??????,??????,?????????? ?????????????????

    37. ?????? Chapter 8 8-37 CH9 ????????? ????????????? ?????????? ?????? ????????????????????? ????:???(Starwood)?????????? CRM??:???

    38. ?????? Chapter 8 8-38 ?????????????

    39. ?????? Chapter 8 8-39 LP????? ??????????? : ????? ?????(?????????,??????) ?????LP????,????????????: ?????????,???????? ?????????,??????????? ? ????????,LP????????????????

    40. ?????? Chapter 8 8-40 LP????? ????????????(???????)?????,??????? ??????,???????????????(?:???) ????????,?????????????????(??:?????????) ??,???????????????????????????????,???????

    41. ?????? Chapter 8 8-41 ????? ?????(double jeopardy)??????????????????????????????? : ?????????????????,??????????? ??????????????,????????????

    42. ?????? Chapter 8 8-42 ????

    43. ?????? Chapter 8 8-43 ????? ???????? ???LP : f?????????????,??????????????????????????????????????????,????????,????????????????? ??????

    44. ?????? Chapter 8 8-44 ????? ?????????/??????????????????????,?? ???????????? ??????????????? (??????) ???????????? (?????????)

    45. ?????? Chapter 8 8-45 ?????? ????LP????????????? ????????,????????????????? ??????????????,??????????LP? LP??????????????,?????????????????? ?????LP????????????????LP???????? ??????????,?????????,??????????

    46. ?????? Chapter 8 8-46 CRM??: ??? (Tesco)LP?????? ?1995?2?,???????????????LP,????????????,?????????????????????? ??????,??????????????????????? ???????????,??????????????? ????????????80????????????,???4????????? ????????????,??????,???????????

    47. ?????? Chapter 8 8-47 CRM??: ??? (Tesco)LP?????? ???????LP?????????????,??????????????????????????????,???????,???????????? ??????????????????????(????????????????)?????????????????????????????????????,??????????

    48. ?????? Chapter 8 8-48 ?????????????????????(1) LP???????????????? LP????????????????????????????? ????????????????,LP????????? ??LP?????????,?????????????,??????LP????????,??????????

    49. ?????? Chapter 8 8-49 ?????????????????????(2) ???????LP???,?LP???,?????????,????????????,????????????,??????? ??LP??????????????????????? ???????????LP??????? (??,?????????,????????????)

    50. ?????? Chapter 8 8-50 ?????,?????? ??????????????????? ?????????????????????????????

    51. ?????? Chapter 8 8-51 ???? : ???(Starwood)?? ?????????????????????(SPG) -?????????????,?????? ??????????,????????????,????????????(??????????????)

    52. ?????? Chapter 8 8-52 ???? : ???(Starwood)?? ?? ???????????????,??????????????????????????????????,??????????????? ?????????????700????,????600????????????,??????????,????????? ???????????????????????,???????????????,???????????

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