Document Type



The fiercer and fiercer competition and the change of competition model make the customer more vital than before. In order to keep up with the changing situation, the competition-orientation turns from “product-center” to “customer-center” and there appears subsequently some new ideas such as “ relationship marketing”, “customer relationship management” and etc. The customers’ status has been enhanced in the web age and the old ideas about customer management become out of date. So the author presents a new idea of customer management ----- customer resource management, which requires the enterprises take the customer as their own resource and make use of this resource to get competition advantage. The paper mainly discourses the following three aspects: the evolution of customer management ideas, the strategic analysis of customer resource and the strategic value of customer resource management.