| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第6-7页 |
| LIST OF ABBREVIATIONS | 第7-16页 |
| 1 INTRODUCTION | 第16-22页 |
| 1.1 Research Background | 第16-17页 |
| 1.2 Research Significance | 第17-18页 |
| 1.3 Research Objectives | 第18-20页 |
| 1.4 Research Methods | 第20页 |
| 1.5 Structure of the Paper | 第20-22页 |
| 2 LITERATURE REVIEW | 第22-40页 |
| 2.1 Theory of Customer Perceived Value | 第22-30页 |
| 2.1.1 Meaning of Customer Perceived Value | 第23-25页 |
| 2.1.2 Analytical Models of Customer Perceived Value | 第25-29页 |
| 2.1.3 Application of Customer Value Analysis in Customer Service | 第29-30页 |
| 2.2 Theory of Customer Relationship Management | 第30-36页 |
| 2.2.1 Definition of Customer Relationship Management | 第30-34页 |
| 2.2.2 The Approaches of Customer Relationship Management | 第34-36页 |
| 2.3 Relationship Between Customer Perceived Value and CRM | 第36页 |
| 2.4 Holistic Marketing Theory | 第36-40页 |
| 2.4.1 Key Points of Holistic Marketing | 第36-37页 |
| 2.4.2 Relationship Marketing | 第37页 |
| 2.4.3 Internal Marketing | 第37-38页 |
| 2.4.4 Service Marketing | 第38-40页 |
| 3 CASE DESCRIPTION | 第40-55页 |
| 3.1 Profile of A Translation Company | 第40-49页 |
| 3.2 Brief Introduction of Translation and Translation Service | 第49-52页 |
| 3.3 Problems and Challenges Facing A Translation Company | 第52-55页 |
| 3.3.1 Customer Churn Caused by Low Price Competition | 第53-54页 |
| 3.3.2 Service Quality Related Competition Within the Industry | 第54-55页 |
| 4 CASE ANALYSIS | 第55-72页 |
| 4.1 Target Market Analysis | 第55-56页 |
| 4.2 Competition Analysis | 第56-64页 |
| 4.2.1 Market Size of Translation Service Industry | 第56-57页 |
| 4.2.2 Status Quo of Translation Industry | 第57-58页 |
| 4.2.3 SWOT Analysis of A Translation Company | 第58-64页 |
| 4.3 Customer Demand and Customer Perceived Value Analysis | 第64-72页 |
| 5 Improvement Strategies | 第72-76页 |
| 5.1 Improve Translation Quality | 第72-73页 |
| 5.2 Improve Translators’ Management | 第73-74页 |
| 5.3 Make Customers’ Segmentation to Meet Their Expectations on Price | 第74-76页 |
| 6 Conclusions and Implications | 第76-79页 |
| 6.1 The Main Conclusions | 第76-77页 |
| 6.2 Managerial Implications | 第77-79页 |
| REFERENCES | 第79-83页 |
| 附录 | 第83-89页 |
