| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5-6页 |
| 摘要 | 第7-18页 |
| Chapter 1 Introduction | 第18-21页 |
| 1.1 Background of Selecting the Topic | 第18-19页 |
| 1.2 The Purpose and Significance of the Research | 第19-20页 |
| 1.3 The Research Framework and Methodologies | 第20-21页 |
| Chapter 2 Literature Review | 第21-40页 |
| 2.1 The Definition of Customer Relationship Management (CRM) | 第21-23页 |
| 2.2 The Core Factors of CRM: Customer Satisfaction (CS); Customer Loyalty(CL); Customer Churn Rate(CCR); Customer Care | 第23-30页 |
| 2.3 Research on CRM Capability | 第30-32页 |
| 2.4 CRM Technology | 第32-33页 |
| 2.5 Research on CRM Effect on Enterprise Performance | 第33-36页 |
| 2.6 Customer Value Theory | 第36-37页 |
| 2.7 Research on the Significance of CRM on Business Enterprises | 第37-40页 |
| Chapter 3 Case Description | 第40-47页 |
| 3.1 Background of the Industry | 第40页 |
| 3.2 The Development of the Company | 第40-42页 |
| 3.3 The Dilemma of Being Dismissed by H&M | 第42-45页 |
| 3.4 The Current risk of Customer Drain | 第45-47页 |
| Chapter 4 Case Analysis | 第47-62页 |
| 4.1 Why Is IDEAL Dismissed by H&M | 第47-49页 |
| 4.2 Why Ideal is Losing its Current Customers | 第49-52页 |
| 4.3 The Differences Between Ideal And Its Competitors | 第52-58页 |
| 4.4 Analysis on Customer Satisfaction Surveys | 第58-62页 |
| Chapter 5 Strategies and Suggestions | 第62-69页 |
| 5.1 How to Win H&M Back | 第62-63页 |
| 5.2 How to Maintain Current Customers | 第63-64页 |
| 5.3 How to Narrow the Gap Between IDEAL and Competitors | 第64-65页 |
| 5.4 How to Construct the General Framework of Ideal’s Customer RelationshipManagement | 第65-69页 |
| Chapter 6 Conclusions and Prospects | 第69-72页 |
| 6.1 The Limitations of the Research | 第69-70页 |
| 6.2 The Major Findings and Further Discussion | 第70-72页 |
| Reference | 第72-74页 |
| APPENDIX: Cusomter Satisfaction Surveys | 第74-78页 |
