New Direction of CRM by Fusing Database Marketing and Consumer Theory

本研究旨在将数据库营销与消费者理论相结合，探索客户关系管理的新方向，通过对消费者的了解来预测客户行为。我们开发了针对个人客户的营销模式，适应高效CRM所必需的消费者异质性，以及动态营销模式，以赶上动态变化的市场。我们还进行了基于实验的消费者行为研究，以更准确地了解消费者。我们邀请了一些国外著名学者举办国际研讨会，并继续与他们开展国际研究合作。我们还为日本的研究人员举办了两个研讨会。我们在一些学术期刊上发表了研究成果，并在会议上进行了介绍。从我们的研究项目中，我们总共发表了54篇论文，91次演讲和15本书。

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.