论客户保持理论在网络游戏客户关系管理中的运用副本Word下载.docx
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摘要
客户关系管理(CRM)战略已被市场营销者广泛运用于众多行业,它通过对客户进行资产化管理、把客户分类、为客户提供定制化的产品和服务等手段来达到提升客户忠诚度的目的,从而最大限度取得客户终身价值。
在网络游戏行业,面对越来越挑剔的玩家和激烈的同行竞争,吸引新玩家和维系老玩家已成为企业必须面对的重要课题,因此将客户关系管理理论运用到网络游戏中来是很有必要的。
本文从网络游戏现状入手,分析了客户关系管理(CRM)战略在网络游戏的适用范围,着重探讨了影响网络游戏客户保持的因素,针对影响因素提出了网络游戏中客户保持的方法,且根据保持方法制作了网络游戏客户保持模型。
这些策略旨在为网络游戏企业如何树立客户关系管理战略思想,提升客户忠诚度和满意度,增强自身竞争力等提供一些参考和借鉴。
关键词:
网络游戏客户关系管理客户保持保持模型
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Abstract
Customerrelationshipmanagement(CRM)strategyhasbeenwidelyusedinmarketingbymanyindustries;
itisthroughthecustomerassetmanagement,thecustomerclassification,toprovidecustomerswithcustomizedproductsandservicesandothermeanstoachievethepurposeofenhancingcustomerloyaltytoachievemaximumcustomerlifetimevalue.Intheonlinegameindustry,playersfaceincreasinglydemandingandintensepeercompetitiontoattractandretainnewplayersandoldplayersmustfacehasbecomeanimportantissue,sotheuseofcustomerrelationshipmanagementtheorytothenetworkgametobeverynecessary.
Articlesfromthenetworkstatusofthegameanalyzesthecustomerrelationshipmanagement(CRM)strategyinthescopeofonlinegames,onlinegamesfocusedontheimpactofcustomerretentionfactors,factorsthataffectonlinegamemadeincustomerretentionmethods,andmaintainedaccordingtomethoddevelopedtoevaluatetheeffectofcustomerretentionindicators.Thestrategyaimstoestablishhowtheonlinegamebusinesscustomerrelationshipstrategicthinking,andenhancecustomerloyaltyandsatisfaction,andenhancetheircompetitivenesstoprovidesomereferenceandlearning.
Keywords:
Onlinegame,CustomerRelationshipManagement,Customerretention,Evaluation
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一、绪论.........................................................................................................................................1
网络游戏市场现状分析.......................................................................................................1
(一)
(二)客户关系管理概述..............................................................................................................21.客户关系管理(CRM)的定义.............................................................................................22.CRM的基本精神...................................................................................................................2(三)客户保持管理概述..............................................................................................................3二、网络游戏中的客户关系管理...................................................................................................3
(一)网络游戏的分类..................................................................................................................31.角色扮演类网络游戏..........................................................................................................42.休闲游戏.............................................................................................................................4
(二)客户关系管理在网络游戏中的运用范围............................................................................41.网络游戏账号安全措施服务...............................................................................................42.游戏内容及玩法服务..........................................................................................................43.游戏线下活动......................................................................................................................44.游戏的更新及版本..............................................................................................................55.客户分析及客户正面引导...................................................................................................5三、影响网络游戏客户保持的因素分析.......................................................................................5
(一)游戏玩家消费行为分析.......................................................................................................5
(二)玩家满意度对客户保持的影响...........................................................................................6(三)转移成本对客户保持的影响...............................................................................................7(四)客户生命周期对客户保持的影响.......................................................................................71.识别期.................................................................................................................................72.发展期.................................................................................................................................73.稳定期.................................................................................................................................84.衰退期.................................................................................................................................8四、网络游戏中的客户保持方法...................................................................................................8(一