| Abstract | 第1-6页 |
| 摘要 | 第6-9页 |
| Ⅰ Introduction | 第9-15页 |
| ·Background, purpose, significance | 第9-10页 |
| ·Research Area and Method | 第10-12页 |
| ·Research framework | 第11-12页 |
| ·Research objectives | 第12页 |
| ·The Customer Relationship Management-Introduction to the literary review | 第12-13页 |
| ·Case Study: Porsche China as an example of effective CRM | 第13-15页 |
| ·Porsche dreamin' | 第13页 |
| ·The Customer Relationship Management in Porsche China | 第13页 |
| ·Target - interested market | 第13-15页 |
| Ⅱ The Customer Relationship Management-literary review | 第15-31页 |
| ·Definition of CRM - Features and importance | 第15-21页 |
| ·CRM in the luxury automotive market | 第21-23页 |
| ·Building legitimacy through CRM | 第23-24页 |
| ·CRM in China-the importance of Guanxi and the power of the word-of-mouth | 第24-31页 |
| Ⅲ Luxury Automotive Market in China | 第31-47页 |
| ·Luxury car market in the world | 第32-34页 |
| ·The background: automotive market in China | 第34-36页 |
| ·History and development of Chinese Luxury Car Market | 第36-38页 |
| ·Features of the market | 第38-47页 |
| ·Players-leaders and competitors | 第41页 |
| ·Customers | 第41-47页 |
| Ⅳ Case Study: Customer Relationship Management at Porsche China(Motors) ltd | 第47-66页 |
| ·Analysis of Chinese customer | 第49-53页 |
| ·Chinese customer profile | 第49-51页 |
| ·Touch Points | 第51-53页 |
| ·The Customer Relationship Management at Porsche China | 第53-58页 |
| ·The CRM team | 第54-55页 |
| ·CRM Activities | 第55-58页 |
| ·Customer Care Program | 第55页 |
| ·Prospect Care Program | 第55-56页 |
| ·Sales Round Campaign | 第56-57页 |
| ·Data Quality Projects # | 第57页 |
| ·Porsche China Contact Center | 第57页 |
| ·Research Projects | 第57-58页 |
| ·Benchmark with CRM competitors | 第58-61页 |
| ·Benchmark with CRM at Porsche Italia | 第61-62页 |
| ·Porsche culture brought to the Chinese customers | 第62-66页 |
| ·Marketing events | 第63-64页 |
| ·Drive events in China | 第64-66页 |
| Ⅴ Conclusion | 第66-67页 |
| References | 第67-70页 |
| Appendix | 第70-78页 |
| Acknowledgements | 第78-79页 |
| 卷内备考表 | 第79页 |
