New Direction of CRM by Fusing Database Marketing and Consumer Theory

本研究项目旨在通过融合数据库营销和消费者理论来探索客户关系管理的新方向，使通过深入了解消费者来预测客户行为成为可能。我们为个人客户开发了营销模式，适应了有效客户关系管理所需的消费者异质性，并开发了动态营销模式，以跟上动态变化的市场。我们还进行了基于实验的消费者行为研究，以获得更准确的消费者理解。我们邀请了一些来自国外的知名学者参加国际研讨会，并继续与他们在研究方面进行国际合作。我们还举办了两个研讨会，主要面向日本的研究人员。我们在一些学术期刊上发表了研究成果，并在会议上展示了它们。我们总共发表了54篇论文，91份演示文稿和15本我们研究项目的书籍。

This research project intended to pursue a new direction of CRM by fusing database marketing and consumer theory, which makes it possible to predict customer behaviors through well understanding consumers. We have developed marketing models for individual customers, accommodating consumer heterogeneity necessary for efficient CRM, and dynamic marketing models to catch up with the dynamically changing market. We have also conducted the consumer behavior study based on experiments to acquire more precise understanding consumers. We had invited some leading scholars from abroad to have international workshops, and continued to work with them for international collaboration on research. We also had two workshops mostly for researchers in Japan. We published the research outcomes in some academic journals and presented them at the conferences. Totally we had 54 papers published, 91 presentations and 15 books from our research project.