Based On Customer Life Cycle, Customer Relationship Management

As mankind enters the information era, enterprises' competitive environment has changed radically, and customer needs has become increasingly complex and ever-changing, which make enterprises hardly to gain lasting competitive advantage by technological transformation and market expanding only, so more and more enterprises put an eye toward creating lasting and stable customer resource. Only by grasping the customer demand and improving the relation with the customer and developing the customer resource efficiently, can enterprises gain advantage in market competition. Customers become more and more important, and the management of customer relationship has been the key of success. Customer relationship management comes into being in this environment. Customer relationship management brings enormous change to the concept of enterprise management, it gave us a new aspect to think about management, that is, to consider issues from the customers' perspective and in customers' position. Customer relationship management enables enterprises comprehensively and effectively manages the relationship between enterprises and their customers, and establishes long-term stable relationship between them, so as to maximize values between both enterprises and customers. Customers are the focus of all enterprises' development and the fundamental for the survival of an enterprise, customers' choice and adjuration determine an enterprise's survival and development to a large extent.During the transmission from product-centric to customer-centric, customer life cycle becomes the increasing emphasis factors by enterprises. After recognizing the importance of fighting for new customers and retaining old customers, the research on customer life cycle become the enterprises lasting focus.The proposition of life-cycle theory of customer has remarkable influence on an enterprise in service-based economy era, the theory not only emphasizes that there is a life-cycle in customer relationship, but also holds that the customer relationship should be managed periodically. In this background, my paper analyses the customer relationship bases on customer life-cycle. Through the probation into the life-cycle theory, division of customer life-cycle and customer relationship management in every phase, this paper aims to help managers in an enterprise to clearly recognize the long-term value of customer relationship, and help them to allocate the limited recourses and achieve the maximum profit for customers.