客户关系管理-中英文对照
客户关系管理(CRM)(英文版)
Plan Execute
Execution and management of the marketing campaigns and customer treatment plans. Data gathering.
10
Ogilvy & Mather
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CRM Critical Success Factors
Data mining, customer profile building Data warehousing
Oracle, SQL, DB2, Sybase etc…
Data analysis and profiling
eSpective, Webtrends etc…
14
Ogilvy & Mather
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Ogilvy Interactive Team
Customer Relationship Management (CRM)
Vladimir M Jordanov December 2nd, 2000 Oglivy Interactive Beijing Boot-camp
1
Ogilvy & Mather
7
Ogilvy & Mather
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Target Marketing
Direct mail, telemarketing Receiving customer response Lack of specific data, average response rate Islands of information
9
Ogilvy & Mather
广告公司职位头衔及专有名词中英文对照
业主手册home owners manual展览设计trade show design店铺设计kiosks视频和DVD video and dvd音乐作曲music compositions互动品牌active branding用户界面user scenarios销售中心规划与设计sales centre planning and design网站建设website发布方案launch planning客户关系管理customer realtionship management广告行业可能是世界上最会创造头衔的行业了, 许多新人, 经常迷失在一大串缩写的头衔中. 而在互动领域, 又出现了不少新的职称, 而且不同的公司可能对同样职能的一个职位有着不同的叫法.AAD [Associated Art Director] –副美术指导AAD [Associated Account Director] –副客户总监AAE [Associate Account Executive] –助理客户执行ACD [Associated Creative Director] –副(助理)创意总监AD [Art Director] –美术指导(在创作部可以独挡一面执行美术指导工作的美术监督)与CW一起讨论并执行所负责品牌的创意设想及形成; 着重从画面方面的发想创意, 并负责或监督其具体执行; 与CW一起共同确定创意的画面与文字的设计编排; 负责执行并指导电视脚本、字幕、平面稿、色稿、摄影、插画、完稿、印刷之标色、印刷成品、制作物等其它美术元素之形成及其美术质量; 创意构思需与CW讨论后呈报CGH/CD讨论并形成共识; 对设计人员及FA进行美术指导及品质控制; 与CW一起共同承当对最终作品的责任, 签认所有交付完成的作品AD [Account Director] –客户效劳总监、业务指导AE [Account Executive] –客户执行、客户效劳、客户主任预算执行者, 负责广告代理商和广告主之间的一切有关业务, 观念, 预算, 广告表现之联系. AM [Account Manager] –客户经理AP [Account Planner] –客户企划(分策略企划和业务企划两种)ASM [Area Sale Manager] –大区销售经理BD [Business Development] –业务拓展BD [Business Director] –业务总监BDE [Business Executive] –业务执行BDD [Business Development Director] –业务拓展总监、业务总监CD [Creative Director] –创意总监、创意指导(CD的前身, 不是撰稿人(Copy Base) 便是美术设计(Art Base), 因为积累了丰富的经验, 并有优异的创作成绩而成为督导) 保证并监督创意部的作品质量; 带着并指导重要品牌的创意构思及执行; 协助客户部及筹划人员开展并完成策略; 与公司管理层共同经营公司业务, 冲击更高创意水准; 负责对创意制作部成员的专业培训和指导; 协调创意制作部与其它部门之间的工作关系.CCO [Chief Creative Officer ] 首席创意官CEO [Chief Executive Officer] 首席执行官CGH [Creative Group Head] –创意组长CIO [Chief Innovation Officer] 首席创新官CW [Copywriter] –撰稿人、文案[Chair Man] –总裁[Copy Director] –文案指导[Creative Partner] 创意合伙人, 算是个较新的叫法DCS [Director of Client Service] –客户主管DECD [Deputy Executive Creative Director] 代理执行创意总监[Designer] –设计师[Director] –总监ECD [Executive Creative Director] –执行创意总监FA [Finish Artist] –完稿、画师FAGH [Finish Artist Group Head] –完稿组长[Flash Designer] – Flash设计师, 一般偏重于Motion方面, 不对程序有较多要求[Flash Developer] – Flash 开发制作员, Motion和Coding人员都可以是这个职称, 每个公司可能叫法不同GAD [Group Account Director] –客户群总监GCD [Group Creative Director] –创意群总监GECD [Group Executive Creative Director] –集团执行创意总监GH [Group Head] –创意组长GM [General Manager] –总经理GMD [General Managing Director] –总经理[Interactive/Interaction Designer] –交互设计师, 在互动公司网络广告公司一般为Flash Developer(Flash Designer), 只是叫法不同, 有偏重于Flash Motion也有偏重于Flash Coding 的MD [Media Director] –媒体指导、媒介部经理MD [Managing Director] –董事总经理、总经理MP [Media Planner] –媒介筹划PM [Project Manager] –工程经理, 对内居多[Planning Director] –企划指导[Planning Supervisor] –企划总监[Research Supervisor] –调查总监SAD [Senior Art Director] –高级美术指导SAE [Senior Account Executive] –资深客户执行SCD [Senior Creative Director] –高级/资深创意总监SCW [Senior CopyWriter] –高级/资深文案SWD [Senior Web Designer] –高级/资深网页设计师[Senior Designer] –资深设计[Senior Interactive Designer] –资深交互设计师[Senior Web Designer] –资深网页设计师[Strategy Director] –策略总监[Traffic Control Specialist (简称Traffic)] –制管人员, 类似PM, 对创意VP [Vice President] –副总裁[Visualizer] –插图家、插画师、绘图员、视觉设计[Visualizer Group Head] –视觉设计组长对Studio Manager 和各创意小组负责; 带着组员着重在视觉化方面执行创意构思并为其加分; 在AD指导下, 执行并监督所负责品牌的below the line 的创意构思及形式, 包括色稿、监督摄影、插画、完稿、印刷之标色、印刷成品等其它美术元素之形成及其美术质量; 帮助执行所负责品牌的above the line 的美术设计及色稿; 每一个创意工作需与创意小组进行讨论并取得共识前方能自行交付完成; 协调本组与其它小组的工作分配与安排; 对完稿人员提供协助和指导; 检查并签认菲林、打样、制作完成物的质量.WD [Web Designer] –网页设计师一般来说:A = Account 客户, = Art 美术, = Associate 助理B = Business 业务C = Chief 首席, = Creative 创意, = Copy 文D = Director 总监/指导, = Development 拓展/开发E = Executive 执行F = Flash, =Finish 完成G = Group 组/群= General 总H = Head 头头M = Manage 经理, = Media 媒体P = President 总裁, = Planner 筹划, =Project 工程, = Production 制作S = Sr = Senior = 资深V = Vice 副, = Visualizer 视觉----------------------------------------above-the-line advertising 线上广告广告代理商能从媒介获得佣金〔代理费〕的广告，如报刊广告、播送广告、电视广告、影院广告、户外广告等。
企业管理常用缩写术语中英文对照
企业管理常用缩写术语中英文对照Last revision date: 13 December 2020.企业管理常用缩写术语中英文对照: 5S管理6σ：六西格玛管理A: 作业制成本制度 (Activity-Based Costing)ABB: 实施作业制预算制度 (Activity-BasedBudgeting): 作业制成本管理 (Activity-Base Management)APS: (): （）ATP: ()AVL: 认可的供货商清单(Approved Vendor List)B: 物料清单 (Bill Of Material): 企业流程再造 (Business ProcessReengineering): 平衡记分卡 (Balanced ScoreCard)BTF: 计划生产 (Build To Forecast)BTO: (Build To Order)C: 要径法 (Critical Path Method)CPM: 每一百万个使用者会有几次抱怨(Complaintper Million): 客户关系管理 (Customer RelationshipManagement)CRP: (Capacity Requirements Planning)CTO: 客制化生产 (Configuration To Order)D: 限制驱导式排程法 (Drum-Buffer-Rope)DMT：成熟度验证(Design Maturing Testing)DVT: 设计验证(Design Verification Testing): 运销资源计划 (Distribution ResourcePlanning)DSS: (Decision Support System)EEC：设计变更／工程变更 (EngineerChange)： ()ECRN: 原件规格更改通知(Engineer ChangeRequest Notice): 电子数据交换 (Electronic Data Interchange): 主管决策系统 (Executive Information System)EMC: 电磁相容(Electric Magnetic Capability): 基本经济订购量 (Economic Order Quantity): 企业资源规划 (Enterprise Resource Planning) FFAE: 应用工程师(Field Application Engineer)FCST: 预估(Forecast): 弹性制造系统 (Flexible Manufacture System): 成品质量管理 (Finish or Final QualityControl)IIE: 工业工程师 (Industrial Engineering)IPQC: 制程质量管理 (In-Process QualityControl)IQC: 进料质量管理 (Incoming Quality Control): 国际标准组织 (International Organizationfor Standardization)ISAR: 首批样品认可(Initial Sample ApprovalRequest)J: 实时管理 (Just In Time)K： ()LL4L: 逐批订购法 (Lot-for-Lot)LTC: 最小总成本法 (Least Total Cost)LUC: 最小单位成本 (Least Unit Cost)M: ()MO: 制令(Manufacture Order): ()MRO: 请修(购)单(Maintenance RepairOperation): (Material Requirement Planning)MRPII: (Manufacturing Resource Planning)NNFCF: 更改预估量的通知（Notice for ChangingForecast）O: (Original Equipment Manufacture): (Original Design & Manufacture)OLAP: (On-Line Analytical Processing)OLTP: 在线交易处理 (On-Line TransactionProcessing)OPT: (Optimized Production Technology)OQC: 出货质量管理 (Out-going QualityControl)P: PDCA管理循环 (Plan-Do-Check-Action): 产品数据管理系统 (Product Data Management): 计划评核术 (Program Evaluation and ReviewTechnique)PO: 订单(Purchase Order)POH: 预估在手量 (Product on Hand)PR: 采购申请（Purchase Request）Q: 质量保证(Quality Assurance): (Quality Control): (Quality Control Circle)QE: 质量工程(Quality Engineering)R: ()RMA: 退货验收Returned Material Approval: 再订购点 (Re-Order Point)S: 供应链管理 (Supply Chain Management)SFC: (Shop Floor Control): 策略信息系统 (Strategic InformationSystem)SO: 订单(Sales Order)SOR: 特殊订单需求(Special Order Request): 统计制程管制 (Statistic Process Control)SQE:供应商质量工程师（Supplier QualityEngineer）T: 限制理论 (): 全面生产管理Total Production Management: 全面质量控制 (Total Quality Control): 全面质量管理 (Total Quality Management)W: 在制品 (Work In Process)BOM (Bill Of Material，物料清单)BOM的概念物料清单（Bill Of Material 简称BOM）是的重要文件，几乎所有的管理部门都要到它。
客户关系管理部分英汉翻译
Customer relationship managementCompany with an ERP system have an added bonus:complete and vast quantities of data available for analysis.By adding other software tools to their ERP system,companies can extend rte capabilities of their erp system,thus increasing its value. CRM software is one such tool.Depending on rte vendor,CRM software might be configure as a module with multiple capabilities or as a set of add-ons.Whateven choice is made,CRM can ba viewed as a corporate strategy or as a set of activities.CRM as a corporte strategyA company uses CRM software to determine each customer’s needs and then uses rtat knowledge to build a long-term relationship wirt each customer(hence CRM).The first step in building that relationship is to build an integrated company-wide view of each customer and then present a single face to each customer.Hem’s how it’s done .Assume that a company has many sales duvisions,some of which sell to the same customers.Each division takes a somewhat narrow view of it’s relationship with customers,probably evaluating each relationship by rte number of sales or the dollar volume of sales it makes to the customer.Top management,on rte other hand,wants rte big picture-the total sales and relationship profitability throughout all sales divisions.Getting this big picture requires merging data from individual divisions, which can only happen with an integrated IS, such as ERP.Thus,a company with five divisions might develop a comprehensive company –wide profile of a customer that is very different from one division’s view of that same customer.In a full CRM implementation,top management would want CRM software to do more than merge data, howeven.For example,when a customer contacts the company,the customer should be access to the same information about the conpany and its products,regardless of whether the customer telephones,e-mails,or visit the company’sWeb site. In addition,the customer should be able to business-get a price quotation,place an order,track the progress of an order-through any channel. with CRM,an custom contact are recorded in the company’s database.These data, along with sales and other transaction date ,allow the company to maintain a history and build a profile of the customer.This comprehensive company customer information is available to all company employees who work with the customer.Thus,when the customer contact the company,the company can use tills information to meet the customer’s needs in a coordinated and efficient way, paving the way to customer loyalty and future business.CRM as a set of activitiesCRM software exists to accomplish.One of the most important activities is segmenting customers.Here’s how it’s done.Because ERPstore large amounts of data in one central database,important subsets of this data can be copied a separate respository,called a data warehouse.A data warehouse is a database,but it’s separate from a company’s operational database.When users access data in file warehouse,they can analyse and manipulatedata without affecting the undering working of their company’s transaction system.Once the data warehouse is in place, companies can use data mining techniques to help them sift through transaction data in the datahouse .Companies are looking for Patterns in information and relationship of data that were previously unknow.Data mining tools are sophisticated statistcal and modeling software .Prior to the advent of ERPsystem,companies didn’t have the vast amount of information available in one database ,nor did they have the sophisticated analytical and modeling tools for mining those data.Thus, using data mining software, a company can stratify customers by volume. Profitability,or other measures.Scarce marketing resource can then be directed to the most desirable,once those customers are identified;other customer relationship can be de-emphasized.CRM software alse allow these activities:One-to-one marketing. Once a customer is categorized,product,promotion,and pricing can be tailored accordingly. Customer can be offered products related to what they are now buying(cross-selling)or offered higher-margin products in the same Lines(upselling).Sales force automation.Customer contacts are logged in the company’s database.Customers that contact the company can be automatically routed to a sale reoresentative by SFA software. SFA software can be use to forecast customer needs, base on the customer’s history and transactions,and to alert sales reps accordingly.Sometimes this software is called lead management software because a transaction can be tracked from the initial lead to post-sale follow-up.Sales campaign management software.This software lets a company organize a marketing campaign and compile its result.Marketing encyclopedias.This software serves as a database of promotional literature about products.The material can be routed to sales reps or customers as needed.Call center autonation.When customers call a company to get assistance with a company’s products ,representatives can query aknowledge management database containing about the product. Some knowledge management software accept queries in natural language.Ifnovel solutions need to be developed,they can be added to the knowledge base,which thus becomes smarter for the next time.All large ERP wendors offer data warehousing and mining also have written many data warehouse applications that accomplish similar tasks.No one software wender has an end-to-end CRM software suit that meets all needs.Siebel systems is currently a leader in many of the panies wanting many CRM applications. Ironically these approaches can lead to a lack of information systems integration-exactly the problem CRM and ERP attempt to solve! To overcome this problem,ERP venders such as SAP and peoplesoft are busy incorporating CRM modules into their ERP programs. Company with existing ERPsystem are more likely to use the ERP’S set of data warehousing and data mining tools rathan than purchase third-party software because of the ease of integration with tile current system.Why CRM needs ERP as a baseAn ERP system provides a common transaction database. This database is used by CRM software in budding customer profiles and other CRM purposes.As a practical matter,useful subsets of transactions from tile common database are taken out and put into a corporate data warehouse,customer contact information is then merged into the CRM data warehouse .Thus,ERP is a precursor in two ways(1)common transaction data are used and(2)the unified database approach is retained for the company’s CRM work.The benefits of CRMCRM provides companies with these benefits:Lower costs:CRM can lead to operational efficiencies,such as better respose times in call center operation and better use of sales force time, which lower costs. Higher revenue:By segmenting customers,better selling opportunities present themselves and revenue increases.Improved strategy and performance measurement: Installing and operating an ERP System require management and staff to think of the company as a whole.This attitude carries over into CRM work. With CRM in place,management can think about different performance measures:for example,should salepeople be reward for exceeding sales quotas and marketing people for finding new customer?Or,should both receive rewards that are based on some measure of customer satisfaction? The former approach---typical in days before CRM and ERP---can lead to unintegrated functional thinking .The latter appoach---now feasible with CRM and ERP---can lead to all personnel thinking in terms of acompany—wide effort to satisfy customers.Another look at CRMCustomer relationship management is a set of relates marketing-oriented activities.To give you a better grasp of CRM idea ,some real-word example are described here.Key customers accessing Dell Computer Corp’s customer Web page each get a personalized page .Dell call these pages premier web pages. The customer’s page contains product and technical information that dell feels will be important to the customer. How d oes dell know this information in advance? Dell’s forecast about what the customer needs to see,based on an analysisof this history.Dell’s web pages provide an excellent example of CRM and ERP linkages.Suppose the customer can use the web page to order a customized computer. When a customer enters tile order,it is sent to tile shop floor.Data are also sent to purchasing,which lets wendors see the data for automatic reordering.The status of the order is then post to the web site for the customer to see.BMG music service’s web site acts much like dell’s site.When a member arrives at the BMG site, the company ‘s CRM data warehouse is contacted. The customer’s page is then configured tooffer music that conforms to the customer’s preferences.Conside another industry. Holophane Corp. makes industrial lighting fixtures,such as those seen along roadways,Lighting fixtures are custom made, soeach sale is, in effect, a separate project.In the past,sales representatives maintained project specifications on paper, sharing data with customer service,product engineering,and other departments as the sales representative thought necessary. Customer service often did not have the data needed to answer a customer’s question and those question had to be rerouted back to the sales representative.Large financial firms are good candidates for productive data mining. Such firm have many customers,and some behaviors are predictable by transaction patterns. Data mining programes are often able to identify customers about to take certain action or customers in need of certain product. For example,Royal Bank of Canada has a large data warehouse populated with data about customers’transaction history and demographics. Prepackaged queries are routinely run against the database to identify customers that might need sales help.For example, a customer’s balances might be suddenly low and deposits sporadic,evidence that the customer might be thinking of leaving the bank.If the customer has been profitable to the bank-a determination that require its own CRM calculation-a represent will call to see whether the customer has problem that need to be addressed.客户关系管理拥有ERP公司还可以获得其他的好处：可以提供分析使用的大量完全数据。
ERP术语中英文对照--hp
ERP 术语中英文对照（缩写）DPS:详细生产排程(DPS)ABC : 作业制成本制度 (Activity-Based Costing)ABB : 实施作业制预算制度 (Activity-Based Budgeting)ABM : 作业制成本管理 (Activity-Base Management)APS : 先进规画与排程系统 (Advanced Planning and Scheduling)ASP : 应用程序服务供货商（Application Service Provider）ATP : 可承诺量 (Available To Promise)AVL : 认可的供货商清单(Approved Vendor List)BOM : 物料清单 (Bill Of Material)BPR : 企业流程再造 (Business Process Reengineering)BSC : 平衡记分卡 (Balanced ScoreCard)BTF : 计划生产 (Build To Forecast)BTO : 订单生产 (Build To Order)CPM : 要径法 (Critical Path Method)CPM : 每一百万个使用者会有几次抱怨(Complaint per Million)CRM : 客户关系管理 (Customer Relationship Management)CRP : 产能需求规划 (Capacity Requirements Planning)CTO : 客制化生产 (Configuration To Order)DBR : 限制驱导式排程法 (Drum-Buffer-Rope)DMT : 成熟度验证(Design Maturing Testing)DVT : 设计验证(Design Verification Testing)DRP : 运销资源计划 (Distribution Resource Planning)DSS : 决策支持系统 (Decision Support System)EC : 设计变更／工程变更 (Engineer Change)EC : 电子商务 (Electronic Commerce)ECRN : 原件规格更改通知(Engineer Change Request Notice)EDI : 电子数据交换 (Electronic Data Interchange)EIS : 主管决策系统 (Executive Information System)EMC : 电磁相容(Electric Magnetic Capability)EOQ : 基本经济订购量 (Economic Order Quantity)ERP : 企业资源规划 (Enterprise Resource Planning)FAE : 应用工程师(Field Application Engineer)FCST : 预估(Forecast)FMS : 弹性制造系统 (Flexible Manufacture System)FQC : 成品质量管理 (Finish or Final Quality Control)IPQC: 制程质量管理 (In-Process Quality Control)IQC : 进料质量管理 (Incoming Quality Control)ISO : 国际标准组织 (International Organization for Standardization) ISAR: 首批样品认可(Initial Sample Approval Request)JIT : 实时管理 (Just In Time)KM ：知识管理 (Knowledge Management)L4L : 逐批订购法 (Lot-for-Lot)LTC : 最小总成本法 (Least Total Cost)LUC : 最小单位成本 (Least Unit Cost)MES : 制造执行系统 (Manufacturing Execution System)MO : 制令(Manufacture Order)MPS : 主生产排程 (Master Production Schedule)MRO : 请修(购)单(Maintenance Repair Operation)MRP : 物料需求规划 (Material Requirement Planning)MRPII : 制造资源计划 (Manufacturing Resource Planning)NFCF : 更改预估量的通知Notice for Changing ForecastOEM : 委托代工 (Original Equipment Manufacture)ODM : 委托设计与制造 (Original Design & Manufacture)OLAP : 在线分析处理 (On-Line Analytical Processing)OLTP : 在线交易处理 (On-Line Transaction Processing)OPT : 最佳生产技术 (Optimized Production Technology)OQC : 出货质量管理 (Out-going Quality Control)PDCA : PDCA管理循环 (Plan-Do-Check-Action)PDM : 产品数据管理系统 (Product Data Management)PERT : 计划评核术 (Program Evaluation and Review Technique)PO : 订单(Purchase Order)POH : 预估在手量 (Product on Hand)PR : 采购申请Purchase RequestQA : 品质保证(Quality Assurance)QC : 质量管理(Quality Control)QCC : 品管圈 (Quality Control Circle)QE : 品质工程(Quality Engineering)RCCP : 粗略产能规划 (Rough Cut Capacity Planning)RMA : 退货验收Returned Material ApprovalROP : 再订购点 (Re-Order Point)SCM : 供应链管理 (Supply Chain Management)SFC : 现场控制 (Shop Floor Control)SIS : 策略信息系统 (Strategic Information System)SO : 订单(Sales Order)SOR : 特殊订单需求(Special Order Request)SPC : 统计制程管制 (Statistic Process Control)TOC : 限制理论 (Theory of Constraints)TPM : 全面生产管理Total Production ManagementTQC : 全面质量管理 (Total Quality Control)TQM : 全面品质管理 (Total Quality Management)WIP : 在制品 (Work In Process)5S管理5S是由日本企业研究出来的一种环境塑造方案，其目的在藉由整理(SEIRI)、整顿(SEITON)、清扫(SEISO)、清洁 (SEIKETSU)及身美(SHITSUKE)五种行为来创造清洁、明朗、活泼化之环境，以提高效率、品质及顾客满意度。
企业常用缩写中英文对照
企业常用缩写5S : 5S管理ABC : 作业制成本制度 (Activity-Based Costing)ABB : 实施作业制预算制度 (Activity-Based Budgeting)ABM : 作业制成本管理 (Activity-Base Management)APS : 先进规画与排程系统 (Advanced Planning and Scheduling)ASP : 应用程序服务供货商（Application Service Provider）ATP : 可承诺量 (Available To Promise)AVL : 认可的供货商清单(Approved Vendor List)BOM : 物料清单 (Bill Of Material)BPR : 企业流程再造 (Business Process Reengineering)BSC : 平衡记分卡 (Balanced ScoreCard)BTF : 计划生产 (Build To Forecast)BTO : 订单生产 (Build To Order)CPM : 要径法 (Critical Path Method)CPM : 每一百万个使用者会有几次抱怨(Complaint per Million)CRM : 客户关系管理 (Customer Relationship Management)CRP : 产能需求规划 (Capacity Requirements Planning)CTO : 客制化生产 (Configuration To Order)DBR : 限制驱导式排程法 (Drum-Buffer-Rope)DMT : 成熟度验证(Design Maturing Testing)DVT : 设计验证(Design Verification Testing)DRP : 运销资源计划 (Distribution Resource Planning)DSS : 决策支持系统 (Decision Support System)EC : 设计变更／工程变更 (Engineer Change)EC : 电子商务 (Electronic Commerce)ECRN : 原件规格更改通知(Engineer Change Request Notice)EDI : 电子资料交换 (Electronic Data Interchange)EIS : 主管决策系统 (Executive Information System)EMC : 电磁兼容(Electric Magnetic Capability)EOQ : 基本经济订购量 (Economic Order Quantity) ERP : 企业资源规划 (Enterprise Resource Planning)FAE : 应用工程师(Field Application Engineer)FCST : 预估(Forecast)FMS : 弹性制造系统 (Flexible Manufacture System)FQC : 成品品质管制 (Finish or Final Quality Control)IPQC : 制程品质管制 (In-Process Quality Control)IQC : 进料品质管制 (Incoming Quality Control)ISO : 国际标准组织 (International Organization for Standardization)ISAR : 首批样品认可(Initial Sample Approval Request) JIT : 实时管理 (Just In Time)KM ：知识管理 (Knowledge Management)L4L : 逐批订购法 (Lot-for-Lot)LTC : 最小总成本法 (Least Total Cost)LUC : 最小单位成本 (Least Unit Cost)MES : 制造执行系统 (Manufacturing Execution System) MO : 制令(Manufacture Order)MPS : 主生产排程 (Master Production Schedule) MRO : 请修(购)单(Maintenance Repair Operation)MRP : 物料需求规划 (Material Requirement Planning)MRPII : 制造资源计划 (Manufacturing Resource Planning) NFCF : 更改预估量的通知Notice for Changing ForecastOEM : 委托代工 (Original Equipment Manufacture)ODM : 委托设计与制造 (Original Design & Manufacture)OLAP : 线上分析处理 (On-Line Analytical Processing)OLTP : 线上交易处理 (On-Line Transaction Processing)OPT : 最佳生产技术 (Optimized Production Technology)OQC : 出货品质管制 (Out-going Quality Control)PDCA : PDCA管理循环 (Plan-Do-Check-Action)PDM : 产品数据管理系统 (Product Data Management)PERT : 计画评核术 (Program Evaluation and Review Technique) PO : 订单(Purchase Order)POH : 预估在手量 (Product on Hand)PR : 采购申请Purchase RequestQA : 品质保证(Quality Assurance)QC : 品质管制(Quality Control)QCC : 品管圈 (Quality Control Circle)QE : 品质工程(Quality Engineering)RCCP : 粗略产能规划 (Rough Cut Capacity Planning) RMA : 退货验收Returned Material ApprovalROP : 再订购点 (Re-Order Point)SCM : 供应链管理 (Supply Chain Management) SFC : 现场控制 (Shop Floor Control)SIS : 策略信息系统 (Strategic Information System) SO : 订单(Sales Order)SOR : 特殊订单需求(Special Order Request)SPC : 统计制程管制 (Statistic Process Control)TOC : 限制理论 (Theory of Constraints)TPM : 全面生产管理Total Production ManagementTQC : 全面品质管制 (Total Quality Control)TQM : 全面品质管理 (Total Quality Management)WIP : 在制品 (Work In Process)5S管理5S是由日本企业研究出来的一种环境塑造方案，其目的在藉由整理(SEIRI)、整顿(SEITON)、清扫(SEISO)、清洁(SEIKETSU)及身美(SHITSUKE)五种行为来创造清洁、明朗、活泼化之环境，以提高效率、品质及顾客满意度。
顾问必须熟悉ERP专业术语中英及缩写对照
顾问必须熟悉的ERP专业术语-中英及缩写对照常见erp名词术语解释,中英文对照：ERP (enterprise resource planning) 企业资源计划CRM (customer relational management) 客户关系管理BPR (business process reengineering) 企业业务流程重组BOM (bill of material) 物料清单JIT (Just-in-Time) 准时制生产TQM (total quality management) 全面质量管理MRPII(Manufacturing Resource Planning) 制造资源计划，为了与物料需求计划MRP区别，后面加了twoMRP (material requiremants planning) 物料需求计划A字母acquisition cost,ordering cost 定货费assemble-to-order 定货组装AS/RS (automated storage/retrieval system) 自动化仓储系统activity cost pool 作业成本集activity-based costing 作业基准成本法ATP (available to promise) 可供销售量APICS (American Production and Inventory Control Society,Inc.)美国生产与库存管理系统agile manufacturing 敏捷制造APICS Applied Manufacturing Education Series 实用制造管理系列培训教材AMT (Advanced Manufacturing Technology) 先进制造技术anticipation inventory 预期储备B字母back scheduling 倒排计划backflushing 反冲法BOR (bill of resource) 资源清单business plan 经营规划batch process 批流程bottleneck 瓶颈资源(工序)back order 脱期定单backlog 拖欠定单bill of materials 物料清单bucketless system 无时段系统C字母carrying cost 保管费closed-loop MRP 闭环MRPcost roll-up 成本滚动计算法costed BOM 成本物料单cost of stockout 短缺损失critical work center 关键工作中心critical path method 关键路线法CAPP (computer-aided process planning) 计算机辅助工艺设计CASE (computer-aided software engineering) 计算机辅助软件工程CAD （computer-aided design）计算机辅助设计CAM (computer-aided manufacturing) 计算机辅助制造CIMS (computer integrated manufacturing system) 计算机集成制造系统critical ratio 紧迫系数component 子件/组件cost driver rate 作业成本发生因素单位费用cost driver 作业成本发生因素customer deliver leadtime 客户交货提前期cumulative lead time 累计提前期continuous process 连续流程COMMS (Customer Oriented Manufacturing Management System) 面向客户制造管理系统capacity level 能力利用水平capacity management 能力管理capacity requirements planning 能力需求计划current standart cost 现行标准成本cycle counting 循环盘点D字母DCS (distributed control system) 分布式控制系统DMRP (distributed MRP) 分布式MRPDRP (distribution resource planning) 分销资源计划distribution requirements planning 分销需求计划demonstrated capacity 纪实能力decision support system 决策支持系统discrete manufacturing 离散型生产dispatch list 派工单days offset 偏置天数dependent demand 相关需求件demand management 需求管理DTF (demand time fence) 需求时界demand cycle 需求周期drop shipment 直运E字母EDI (electronic datainterchange) 电子数据交换ergonomics 工效学EOQ (economic order quantity) 经济定货量法earliest due date 最早定单完成日期ECO (engineering change order/notice) 设计变更通知engineering BOM 工程物料清单ETO (engineer-to-order) 专项生产F字母financial accounting 财务会计financial entity 财务实体fixed period requirements 定期用量法FOQ (fixed order quantity) 固定批量法formal system 规范化管理系统feature 基本组件floor stock,bulk item 作业现场库存firm-planned order 确定定单firm-planned time fence 确定计划时单FMS (flexible manufacturing system) 柔性制造系统feature 特征件forward scheduling 顺排计划favorable variance 有利差异FCS (finite capacity scheduling) 有限能力计划finite forward scheduling 有限顺排计划finite loading 有限排负荷FAS (final assembly schedule) 总装进度G字母GT (group technology) 成组技术gross requirements 毛需求H字母hedge inventory 囤积库存I字母independent demand 独立需求informal system 非规范化管理inventory 库存inventory turnover/turns 库存(资金)周转次数indented BOM 缩排式物料清单input/output control 投入/产出控制item,material,part 物料item master,material master 物料主文件infinite loading 无限排负荷J字母job shop 机群式布置车间K字母kitting 配套出售件L字母low-lever code 低层码logistics 后勤保证体系lean production 精益生产least slack per operation 最小单个工序平均时差lot sizing 批量规则lot size inventory 批量库存lead time 提前期lead time offset 提前期偏置lot-for-lot 因需定量法live pilot 应用模拟M字母move time 传送时间MTO (make-to-order) 定货生产management accounting 管理会计MIS (management information system) 管理信息系统minimum balance 最小库存余量management by exception 例外管理法modular BOM 模块化物料单measure of velocity 生产速率水平maintenance,repair,and operation supplies 维护修理操作物料material management 物料管理material review board 物料核定机构material manager 物料经理material available 物料可用量Modern Materials Handling 现代物料搬运manufacturing BOM 制造物料清单MES (manufacturing executive system) 制造执行系统MPS (master production schedule) 主生产计划master scheduler 主生产计划员N字母net change 净改变法net requirements 净需求netting 净需求计算O字母order policy 定货策略order point system 定货点法ordering cost 定货费overhead apportionment/allocation 间接费分配overhead rate,burden factor,absorption rate 间按费率option 可选件open order 未结定单OPTO (ptimized Production Technology) 优化生产技术P字母ploicy and procedure 工作准则与工作规程planned order receipts 计划产出量planned order 计划定单planned capacity 计划能力PERT (program evaluation research technology) 计划评审技术planning horizon 计划期PTF (planned time fence) 计划时界planned order releases 计划投入量planning BOM 计划物料单proposed cost 建议成本picking list 领料/提货单parent item 母件Pareto Principle 帕拉图原理production cycle 生产周期production activity control 生产作业控制point of use 使用点phantom 虚拟件performance measurement 业绩评价projected available balance 预计可用库存量priority 优先级prototyping,computer pilot 原型测试POQ (period order quantity) 周期定货量法pegging 追溯Q字母queue time 排队时间R字母resupply order 补库单RCCP (rough-cut capacity planning) 粗能力计划repetitive manufacturing 重复式生产rated capacity 额定能力routing 工艺路线run time 加工时间resource requirements planning 资源需求计划requisition 请购单regeneration 全重排法released order ,open order 下达定单required capacity 需用能力S字母safety stock 安全库存safety lead time 安全提前期standard cost system 标准成本体系shop floor control 车间作业控制shop order 车间定单scrap 废品率scheduler 计划员supply chain 供需链shop calendar 工作日历summarized BOM 汇总物料清单scheduled receipts 计划接收量seasonal stock 季节储备ship-to 交货地set up time 准备时间spending variance,expenditure variance 开支差异SMED (single-minute exchange of dies) 快速换模法simulated cost 模拟成本shrinkage 缩减率synchronous manufacturing 同步制造SOP (sales and operations planning) 销售与动作规划T字母transit time 传送时间top management commitment 领导承诺time bucket 时段time fence 时界time zone 时区TOC (Theory of Constraints) 约束理论transportation inventory,pipeline stock 在途库存total lead time 总提前期U字母V字母volume variance 产量差异value chain 价值链virtual organization 虚拟企业value-added chain 增值链W字母work order 车间定单wait time 等待时间work flow 工作流work center 工作中心world class manufacturing excellence 国际优秀制造业what-if 如果怎样-将会怎样X字母Y字母yield 成品率。
顾问必须熟悉ERP专业术语中英及缩写对照
参谋必须熟悉的ERP专业术语-中英及缩写对照常见erp名词术语解释,中英文对照：ERP (enterprise resource planning) 企业资源方案CRM (customer relational management) 客户关系管理BPR (business process reengineering) 企业业务流程重组BOM (bill of material) 物料清单JIT (Just-in-Time) 准时制生产TQM (total quality management) 全面质量管理MRPII(Manufacturing Resource Planning) 制造资源方案，为了与物料需求方案MRP区别，后面加了twoMRP (material requiremants planning) 物料需求方案A字母acquisition cost,ordering cost 定货费assemble-to-order 定货组装AS/RS (automated storage/retrieval system) 自动化仓储系统activity cost pool 作业本钱集activity-based costing 作业基准本钱法ATP (available to promise) 可供销售量APICS (American Production and Inventory Control Society,Inc.)美国生产与库存管理系统agile manufacturing 敏捷制造APICS Applied Manufacturing Education Series 实用制造管理系列培训教材AMT (Advanced Manufacturing Technology) 先进制造技术anticipation inventory 预期储藏B字母back scheduling 倒排方案backflushing 反冲法BOR (bill of resource) 资源清单business plan 经营规划batch process 批流程bottleneck 瓶颈资源(工序)back order 脱期定单backlog 拖欠定单bill of materials 物料清单bucketless system 无时段系统C字母carrying cost 保管费closed-loop MRP 闭环MRPcost roll-up 本钱滚动计算法costed BOM 本钱物料单cost of stockout 短缺损失critical work center 关键工作中心critical path method 关键路线法CAPP (puter-aided process planning) 计算机辅助工艺设计CASE (puter-aided software engineering) 计算机辅助软件工程CAD 〔puter-aided design〕计算机辅助设计CAM (puter-aided manufacturing) 计算机辅助制造CIMS (puter integrated manufacturing system) 计算机集成制造系统critical ratio 紧迫系数ponent 子件/组件cost driver rate 作业本钱发生因素单位费用cost driver 作业本钱发生因素customer deliver leadtime 客户交货提前期cumulative lead time 累计提前期continuous process 连续流程MS (Customer Oriented Manufacturing Management System) 面向客户制造管理系统capacity level 能力利用水平capacity management 能力管理capacity requirements planning 能力需求方案current standart cost 现行标准本钱cycle counting 循环盘点D字母DCS (distributed control system) 分布式控制系统DMRP (distributed MRP) 分布式MRPDRP (distribution resource planning) 分销资源方案distribution requirements planning 分销需求方案demonstrated capacity 纪实能力decision support system 决策支持系统discrete manufacturing 离散型生产dispatch list 派工单days offset 偏置天数dependent demand 相关需求件demand management 需求管理DTF (demand time fence) 需求时界demand cycle 需求周期drop shipment 直运E字母EDI (electronic datainterchange) 电子数据交换ergonomics 工效学EOQ (economic order quantity) 经济定货量法earliest due date 最早定单完成日期ECO (engineering change order/notice) 设计变更通知engineering BOM 工程物料清单ETO (engineer-to-order) 专项生产F字母financial accounting 财务会计financial entity 财务实体fixed period requirements 定期用量法FOQ (fixed order quantity) 固定批量法formal system 规X化管理系统feature 根本组件floor stock,bulk item 作业现场库存firm-planned order 确定定单firm-planned time fence 确定方案时单FMS (flexible manufacturing system) 柔性制造系统feature 特征件forward scheduling 顺排方案favorable variance 有利差异FCS (finite capacity scheduling) 有限能力方案finite forward scheduling 有限顺排方案finite loading 有限排负荷FAS (final assembly schedule) 总装进度G字母GT (group technology) 成组技术gross requirements 毛需求H字母hedge inventory 囤积库存I字母independent demand 独立需求informal system 非规X化管理inventory 库存inventory turnover/turns 库存(资金)周转次数indented BOM 缩排式物料清单input/output control 投入/产出控制item,material,part 物料item master,material master 物料主文件infinite loading 无限排负荷J字母job shop 机群式布置车间K字母kitting 配套出售件L字母low-lever code 低层码logistics 后勤保证体系lean production 精益生产least slack per operation 最小单个工序平均时差lot sizing 批量规那么lot size inventory 批量库存lead time 提前期lead time offset 提前期偏置lot-for-lot 因需定量法live pilot 应用模拟M字母move time 传送时间MTO (make-to-order) 定货生产management accounting 管理会计MIS (management information system) 管理信息系统minimum balance 最小库存余量management by exception 例外管理法modular BOM 模块化物料单measure of velocity 生产速率水平maintenance,repair,and operation supplies 维护修理操作物料material management 物料管理material review board 物料核定机构material manager 物料经理material available 物料可用量Modern Materials Handling 现代物料搬运manufacturing BOM 制造物料清单MES (manufacturing executive system) 制造执行系统MPS (master production schedule) 主生产方案master scheduler 主生产方案员N字母net change 净改变法net requirements 净需求netting 净需求计算O字母order policy 定货策略order point system 定货点法ordering cost 定货费overhead apportionment/allocation 间接费分配overhead rate,burden factor,absorption rate 间按费率option 可选件open order 未结定单OPTO (ptimized Production Technology) 优化生产技术P字母ploicy and procedure 工作准那么与工作规程planned order receipts 方案产出量planned order 方案定单planned capacity 方案能力PERT (program evaluation research technology) 方案评审技术planning horizon 方案期PTF (planned time fence) 方案时界planned order releases 方案投入量planning BOM 方案物料单proposed cost 建议本钱picking list 领料/提货单parent item 母件Pareto Principle 帕拉图原理production cycle 生产周期production activity control 生产作业控制point of use 使用点phantom 虚拟件performance measurement 业绩评价projected available balance 预计可用库存量priority 优先级prototyping,puter pilot 原型测试POQ (period order quantity) 周期定货量法pegging 追溯Q字母queue time 排队时间R字母resupply order 补库单RCCP (rough-cut capacity planning) 粗能力方案repetitive manufacturing 重复式生产rated capacity 额定能力routing 工艺路线run time 加工时间resource requirements planning 资源需求方案requisition 请购单regeneration 全重排法released order ,open order 下达定单required capacity 需用能力S字母safety stock 平安库存safety lead time 平安提前期standard cost system 标准本钱体系shop floor control 车间作业控制shop order 车间定单scrap 废品率scheduler 方案员supply chain 供需链shop calendar 工作日历summarized BOM 汇总物料清单scheduled receipts 方案接收量seasonal stock 季节储藏ship-to 交货地set up time 准备时间spending variance,expenditure variance 开支差异SMED (single-minute exchange of dies) 快速换模法simulated cost 模拟本钱shrinkage 缩减率synchronous manufacturing 同步制造SOP (sales and operations planning) 销售与动作规划T字母transit time 传送时间top management mitment 领导承诺time bucket 时段time fence 时界time zone 时区TOC (Theory of Constraints) 约束理论transportation inventory,pipeline stock 在途库存total lead time 总提前期U字母V字母volume variance 产量差异value chain 价值链virtual organization 虚拟企业value-added chain 增值链W字母work order 车间定单wait time 等待时间work flow 工作流work center 工作中心world class manufacturing excellence 国际优秀制造业what-if 如果怎样-将会怎样X字母Y字母yield 成品率。
ERP 术语中英文对照
ERP 术语中英文对照（缩写）推荐一个术语查找网站企业常用英文缩写DPS:详细生产排程(DPS)5S : 5S管理ABC : 作业制成本制度 (Activity-Based Costing)ABB : 实施作业制预算制度 (Activity-Based Budgeting)ABM : 作业制成本管理 (Activity-Base Management)APS : 先进规画与排程系统 (Advanced Planning and Scheduling) ASP : 应用程序服务供货商（Application Service Provider）ATP : 可承诺量 (Available To Promise)AVL : 认可的供货商清单(Approved Vendor List)BOM : 物料清单 (Bill Of Material)BPR : 企业流程再造 (Business Process Reengineering)BSC : 平衡记分卡 (Balanced ScoreCard)BTF : 计划生产 (Build To Forecast)BTO : 订单生产 (Build To Order)CPM : 要径法 (Critical Path Method)CPM : 每一百万个使用者会有几次抱怨(Complaint per Million)CRM : 客户关系管理 (Customer Relationship Management)CRP : 产能需求规划 (Capacity Requirements Planning)CTO : 客制化生产 (Configuration To Order)DBR : 限制驱导式排程法 (Drum-Buffer-Rope)DMT : 成熟度验证(Design Maturing Testing)DVT : 设计验证(Design Verification Testing)DRP : 运销资源计划 (Distribution Resource Planning)DSS : 决策支持系统 (Decision Support System)EC : 设计变更／工程变更 (Engineer Change)EC : 电子商务 (Electronic Commerce)ECRN : 原件规格更改通知(Engineer Change Request Notice)EDI : 电子数据交换 (Electronic Data Interchange)EIS : 主管决策系统 (Executive Information System)EMC : 电磁相容(Electric Magnetic Capability)EOQ : 基本经济订购量 (Economic Order Quantity)ERP : 企业资源规划 (Enterprise Resource Planning)FAE : 应用工程师(Field Application Engineer)FCST : 预估(Forecast)FMS : 弹性制造系统 (Flexible Manufacture System)FQC : 成品质量管理 (Finish or Final Quality Control)IPQC: 制程质量管理 (In-Process Quality Control)IQC : 进料质量管理 (Incoming Quality Control)ISO : 国际标准组织 (International Organization for Standardization) ISAR: 首批样品认可(Initial Sample Approval Request)JIT : 实时管理 (Just In Time)KM ：知识管理 (Knowledge Management)L4L : 逐批订购法 (Lot-for-Lot)LTC : 最小总成本法 (Least Total Cost)LUC : 最小单位成本 (Least Unit Cost)MES : 制造执行系统 (Manufacturing Execution System)MO : 制令(Manufacture Order)MPS : 主生产排程 (Master Production Schedule)MRO : 请修(购)单(Maintenance Repair Operation)MRP : 物料需求规划 (Material Requirement Planning)MRPII : 制造资源计划 (Manufacturing Resource Planning)NFCF : 更改预估量的通知Notice for Changing ForecastOEM : 委托代工 (Original Equipment Manufacture)ODM : 委托设计与制造 (Original Design & Manufacture)OLAP : 在线分析处理 (On-Line Analytical Processing)OLTP : 在线交易处理 (On-Line Transaction Processing)OPT : 最佳生产技术 (Optimized Production Technology)OQC : 出货质量管理 (Out-going Quality Control)PDCA : PDCA管理循环 (Plan-Do-Check-Action)PDM : 产品数据管理系统 (Product Data Management)PERT : 计划评核术 (Program Evaluation and Review Technique)PO : 订单(Purchase Order)POH : 预估在手量 (Product on Hand)PR : 采购申请Purchase RequestQA : 品质保证(Quality Assurance)QC : 质量管理(Quality Control)QCC : 品管圈 (Quality Control Circle)QE : 品质工程(Quality Engineering)RCCP : 粗略产能规划 (Rough Cut Capacity Planning)RMA : 退货验收Returned Material ApprovalROP : 再订购点 (Re-Order Point)SCM : 供应链管理 (Supply Chain Management)SFC : 现场控制 (Shop Floor Control)SIS : 策略信息系统 (Strategic Information System)SO : 订单(Sales Order)SOR : 特殊订单需求(Special Order Request)SPC : 统计制程管制 (Statistic Process Control)TOC : 限制理论 (Theory of Constraints)TPM : 全面生产管理Total Production ManagementTQC : 全面质量管理 (Total Quality Control)TQM : 全面品质管理 (Total Quality Management)WIP : 在制品 (Work In Process)5S管理5S是由日本企业研究出来的一种环境塑造方案，其目的在藉由整理(SEIRI)、整顿(SEITON)、清扫(SEISO)、清洁(SEIKETSU)及身美(SHITSUKE)五种行为来创造清洁、明朗、活泼化之环境，以提高效率、品质及顾客满意度。
CUSTOMER-RELATIONSHIP-MANAGEMENT客户关系管理大学毕业论文外文文献翻译及原文
毕业设计（论文）外文文献翻译文献、资料中文题目：客户关系管理文献、资料英文题目：CUSTOMER RELATIONSHIP MANAGEMENT 文献、资料来源：文献、资料发表（出版）日期：院（部）：专业：班级：姓名：学号：指导教师：翻译日期： 2017.02.14CUSTOMER RELATIONSHIP MANAGEMENTAs. univ. drd. Mihaela Cornelia PrejmereanLect. univ. dr. Alina Mihaela DimaAcademy of Economic Studies, BucharestAbstract: After 17 years of economical and market development, Romanian companies face a new challenge: the tough competition from the European Union and the battle for the customers. The Romanian enterprises will have to learn not only how to attract customers, but also how to keep them. Marketing programs include now aspects regarding customer orientation, relationship management, loyalty and quality. In this paper, we will follow the main aspects, characteristics, dimensions and processes of Customer Relationship Management, and we will analyze the challenges that the local companies will have to face. Examples from the financial service sector will round the actual situation of the implementation of the CRM rules and principles in Romania.Keywords: marketing information system; customer relationship management; business asset, customer acquisition; customer retention.1. IntroductionIn the last decade, the majority of the companies were preoccupied with production, recession, mergers, new technologies and business regulation. Romania’s accession in the European Union will bring many advantages for further development, together with membership in a Common Market with common policies on product regulation, and freedom of movement for all the four factors of production (goods, services, capital and labor). This means that Romanian companies will compete with other companies from the EU directly in their home market. European companies are more flexible and mobile and will put a high pressure on the local companies in order to produce better products, launch better offers and services and orientate more towards their customers. High revenue equals important customer is a classic rule when the company organises its customer policy. “An important customer brings a gross amount of money for our enterprise” has become a reflex for many companies abroad and perhaps in Romania, too. But is this always true, or do we need more information than a simple figure reported at the end of the year?2. Marketing information systemA winning company is more productive in acquiring and retaining customers, to expand its clientele (Kotler, 2003). This company improves the value of the customers by reducing the rate of defection, increasing the longevity of customer Management& marketing relationship, making low-profit customers more profitable or terminating them etc. Gathering information on the actual or potential marketplace not only allows the organisation to monitor trends and issues concerning its current customers, but also helps it identify and profile potential customers and new markets, to keep track of its competition, their strategies, tactics and future plans (Brassington and Pettitt,2003). In order to collect and organize a high quantity of diverse information, the enterprises started to build marketing information systems. There are, mainly, a set of procedures and methods by which pertinent, timely and accurate information is continually gathered, sorted, analysed, evaluated, stored and distributed for the use of marketing decision makers (Zikmund and D´Amico,1993). The marketing information system includes data from external and internal sources (sales records, customer records, marketing communications, and sales force information). The focus on the customer and the integration of the marketing function helps the company to create customer databases with comprehensive information about individual customers or prospects.Understanding behaviour of consumers is a key to the success of business organizations.Marketing personnel are constantly analyzing the patterns of buying behaviour and purchase decisions to predict the future trends. Consumer behaviour can be explained as the analysis of how, when, what and why people buy. Consumer behavior can be understood as: "The decision process and physical activity individuals engage in when evaluating, acquiring, using, or disposing of goods and services." (Loudon and Della Bitta, 1980). Nowadays, this phenomenon, can also be illustrated in the following way: "activities people undertake when obtaining, consuming, and disposing of products and services" (Blakwell, Minard and Engel, 2001).A study by Voss and Parasuraman (2003) suggests that the purchase preference is primarily determined by price than quality duringpre-purchase evaluation. Given explicit quality information, price had no effect on pre-purchase or post consumption quality perceptions. Instead, post consumption quality evaluations had a favorable impact on price evaluations.Another study by Chernev (1997) analyzed the effect of common features on brand choice and the moderating role of attribute importance. It is argued that when brand attributes differ in importance, with the best value on the most important attribute, thus further polarizing brands’ choice shares. In contrast, when attributes are similar in their importance, common features are likely to have an opposite effect, equalizing brands share.Russo and France (1994), studied the nature of the choice process for commonly purchased non-durables by tracking eye fixations in a laboratory simulation of supermarket shelves. The findings are fully compatible with the general view that the choice process is constructed to adapt to the immediate purchase environment.While describing about shopping orientation, Sinha (2003) reports that Shoppers seek emotional value more than the functional value of shopping. Their orientation is based more on the entertainment value than on the functional value. The orientation is found to be affected primarily by the type of store, the frequency of buying and to some extent by thesocio-economic classification. The retailers need to experiment with a format that attracts both types of shoppers.Research suggests that beauty consciousness among people in general is changing. Vigneron and Johnson (1999) reported that people's needs for appearances and materialism were increasing.That is human beings wanted to satisfy the need to look and feel good. This created a boom in the cosmetic and toiletries sector across the world. Chambers Encyclopedia defines cosmetics as (a)articles intended to be rubbed, poured, sprinkled or sprayed on, introduced into or other wise applied to the human body or any part there of for cleaning, beautifying, promoting attractive nessor altering the appearance and (b) articles intended for use as a component of such articles.Now avariety of cosmetic and toiletries ranging from natural to sophisticated items are available in themarket. The pattern and preference of use of these items vary according to different segments of gender, age and socio-economic class. When we review the literature on the cosmetic and toiletry industry, not many studies are available especially about Indian scenario. The present study is an attempt to analyse the purchasing pattern of cosmetic consumers.3. Customer relationship managementCustomer Relationship Management has been around for the last 30 years, but it became very important when companies changed their attitude towards marketing function. Nowadays, the cross-functional approach to marketing requires an organizational culture and climate that encourages collaboration and cooperation between departments. People within the business must understand their role in serving customers, internal or external one. CRM builds on the principles of relationship marketing and recognizes that customers are a business asset and not simply a commercial audience, implies the structuring of the company from functions to processes, information are used proactively rather than reactively and develops the ne-to-one marketing approaches (Payne, 2006).When defining CRM, we must first explain the difference between customer acquisition and customer retention. The two concepts have different drivers. Attracting customers has become very difficult these days, when people are harder to please. They are smarter, price conscious and sensitive, more demanding, less forgiving, and they are approached by many more competitors with equally good or better offers (Kotler,2003). Companies focus more on sales analysis, customer segmentation, advertising, merchandising and campaign management. The more difficult part is keeping the customers. According to Bruhn, a customer is satisfiedwhen the comparison between offer and consumption fulfils his/her expectations, after he/she accepts the company, trusts it and exhibits a positive attitude towards it, becomes loyal to that company. In this situation, the customer talks favourably about the company and about its products, pays less attention to competing brands and is less sensitive to price, which turns transactions into routine (Bruhn, 1999). With customer retention, the company must pay attention to service satisfaction and trust in Customer relationship management the organization and its staff. Some companies believe that if a customer complaints the problem will be solved, but 96% of unsatisfied customers don’t com plain and go to another company. Therefore, Customer Relationship Management is the mechanism for retaining customers (Russell-Jones, 2003). Mainly CRM allows the company to understand who their customer is, isolate the best customer (those with whom you desire to have long-standing relationships), create relationships stretching over time and involving multi-interactions, manage the relationship to mutual advantage, seek to acquire more of those “best” customers. Inputs like marketing strategy, customer base, products, and regulation, competitors and staff skills are synthesized in a CRM programme which creates outputs as customer service, customer retention, higher share of wallet, customer referral, more predictable revenues streams, improved profitability, lower costs and better compliance (Russell-Jones, 2003).4. Developing a strategy in customer relationship managementBecause CRM is a cross-functional activity and large companies have thousands and millions of customers, the need for a strategic framework is very high. The dimensions of a CRM strategy are mainly focused on defining the following topics:- object of the customer relationship management – the company has three options: focusing on the company itself, on a brand or on the distributor;- target segment –the company usually sets priorities between different customer segments, it defines strategic customers based on the portfolio analyses, factors as revenue, length of the relationship, income, collaboration with the customer. These are its analysis criteria;- ways of retaining the customers –customers’ satisfaction is in the centre of all the decisions, but customers retention can also become a central issue through contractual clauses, such as service, leasing and warranty;- choosing the instruments of CRM – the company combines the instruments of the 4P´s with focus on the customer;- intensity and timing of the CRM decisions –show when and how should the company introduce different instruments; programmes can last from one day to one week, or from three month to two years;- cooperation within the CRM programme –sometimes the company must cooperate with other partners from the distribution channel, mainly between producer and wholesaler and retail.5. Instruments of customer relationship managementThe communication policy plays an important role in the instruments mix. It follows two objectives: first, to build a permanent dialogue with the customer in order to stabilize or change its expectations, and second, to counteract influences after consumption. The main CRM instruments within the communication policy are: Direct-Mail is material distributed through the postal service to the recipients’ home or business address to promote a product or service. In CRM the mailed issue can vary from a simple letter to a catalogue, and its sending will always occur at a particularmoment in customer’s life (birthday, invitation for an event). It must incorporate sticky gadgets to increase their chances of being opened and read; Newsletters are distributed to customers for free and contain information about new products, offers for special events and others; Fidelity cards (store cards) are an important tool in gathering information about customer behaviour. By accumulating points of fidelity, the customer can benefit from different special offers; Clients club designates a concept which has grown in parallel with the fidelity cards. Its main forms are VIP-Club, Fan-Club, Product-Interest-Club, and Lifestyle-Club. The club represents an opportunity for the company to make offers in accordance with the social status, acceptance, prestige and expectations of its customers;Spending on cosmetics and toiletries is relatively small, with rural and suburban areas concentrating on basic toiletries and cosmetics. The purchasing power consumers is increasing thereby shaping the aspirations and lifestyles of consumers, who are upgrading to good value products at affordable prices. The Cosmetic Companies have invested heavily on promoting product visibility among rural folk, which has increased the demand for bar soap, talcum powder,lipstick, tooth powder and hair oil in these areas. This has also increased the demand for essential everyday items like bath and shower products, hair care, oral hygiene and skin care. Another strategy followed by companies to promote cosmetics in rural areas was sachets’ approach.While rural contributed to growth in volume terms, the urban population contributed 69 %of value sales in 2005 especially for sophisticated products. These high-quality added-value niche products include mascara, toners, body wash/shower gel, depila tories, sun care and deodorants,amongst others which are unaware to the rural users. Sales are almost completely generated fromthe urban pockets, concentrated within the key metropolitan areas. Due to Western influences, men's grooming products are used more predominantly in urban population compared to their counterparts in rural areas.Telemarketing allows companies to undertake marketing research and is highly measurable and accountable; the number of positive and negative responses are easily recorded and monitored. It provides for interaction, is flexible and permits immediate feed-back. Online-marketing includes many forms such as on-line advertising, on-line sales promotions, on-line direct marketing, on-line public relations, one-line personal selling. The medium used is the internet and the main instrument is the email. Virtual promotions are cheaper than hard copy versions, but the challenge is to drive traffic toyour company’s Web site. Event-marketing takes place in three main areas: the product (here, it focuses on increasing sales), the corporation (for developing a corporate body) and the community (to make a difference in the life of the local community) (Bruhn, 1999& Fill, 2002).The price policy can be thought about in various ways when building a CRM programme: discounts for special customers, underselling or matching competitors, loyalty refunds, bundling items together and offering overall prices. Although price is not a measure of inherent value received, it is often used by customers as a benchmark, ignoring any other features or differences.Key factors in the product policy are the product itself, with quality, design, technical features, packaging and service management which includes lifelong warranty, price warranty or a customer telephone line. An active management in the distribution policy can focus on the customer or on the distribution channel. The producer evaluates the activity of the distribution partner and Customer relationship management intervenes when needed. The focus on the customers is realised througha Key Account Management which develops programmes for special customers.6. Customer relationship management in financial servicesFinancial services differ from many other industries. This can be seen particularly in Romania, where 40 commercial banks fight for a population of 21 million citizens. They cover the whole spectrum of customers from individuals to partnerships, institutions, corporations and governments. As a result, it can be very difficult to focus on single markets. Customers are often in two positions: they may have a deposit and savings accounts, but also loans and overdrafts. They are very service focused, they sell only intangibles. Financial services require processing billions of transactions worldwide and they are one of the heaviest regulated industries in the world (Rusell-Jones, 2003).The customers in the financial services are better informed, are switching channels, and seem to be more demanding of service, and used to change. The market is also highly competitive and new entrants are coming with diverse products and approaches.The industry of financial services in Romania has a very high potential and registers every year high growth rates. Till now, the location in a major city of the country with a population around 300.000 people was an advantage of the business and a success factor. Now the battlefield has moved in the small towns. The competition became tougher; banks began to develop and to introduce new products. Some experts say that a weakness of the banking sector is market segmentation. There is lots of information about customers, but it seems that banks prefer to focus on clients with large savings accounts. The main banks in Romania, as BRD, BCR, ING, and HVB-Tiriac announced for the year 2005 an increase in the number of the private banking clients. These are mainly customers with accounts between 50.000 and 100.000 Euros, they benefit of private consultancy, special interest rates, commissions, and special insurances. Customers have also a word to say about their bank. A market study made by Deadalus Consulting revealed that the customer profile forbanking services is: person aged between 45-55 years, with higher or middle education. The most utilized service is the bank card for salaries payment (32,6%). Next, savings accounts (10,2%), credits for personal needs (11,1%), credits for buying electronics (9,2%) and auto leasing. The best grades were received by Raiffeisen Bank (8,83), BCR (8,58) and BRD Societe Generale (8,57). A customer’s criteria when choosing a bank are the trust in the bank, the environment in the branch, the quality of the staff, the advice they receive, the best interest rate they can receive, the information about the credit costs, and the conditions for obtaining a credit. A successful service provided by the majority of the banks is internet banking. It allows clients to save time and money, without going to the bank, 24 of 24 from inside or abroad. The access is free of charge or very cheap, and includes all kinds of activities from money transfer, payment orders, currency exchange, payment of current bills, external payments etc. The rate of penetration is still low, ranking between 10% and 30% of the customers in one middle bank.7. ConclusionsRomanian companies must focus in the future on the Customer Relationship Management and try to turn a “susceptible” client into a “partner”, to transform people who once needed their product/service, or occasional business partners into supporters and advocates and, eventually, into loyal partners that “sell” on the behalf of the company. Companies must create a permanent dialogue with their customers, and fight for them, because the clientele is not given for free. Customers that were price sensitive show now a higher interest in quality, service and behaviour of staff, and a company which concentrated on a price strategy should check how prepared its rivals are for a competition in the aforementioned fields. Customer Relationship Management increases its flexibility and adaptability to the market, in a world of capricious clients.客户关系管理这是一份来自布加勒斯特（罗马尼亚首都）经济学院的研究：摘要：经过17年市场经济的发展，罗马尼亚的公司面临着一个新的挑战：来自欧盟的激烈竞争和抢夺消费者的大战。
customer relationship management中文-概述说明以及解释
customer relationship management中文-概述说明以及解释1.引言1.1 概述概述:客户关系管理（Customer Relationship Management，CRM）是一种运用先进的技术和有效的管理策略来建立和维护企业与客户之间的良好关系的理念和方法。
它通过整合和优化企业内外的资源，致力于满足客户需求、提高客户满意度、增进客户忠诚度以及持续提升企业业绩。
随着市场竞争的加剧，客户关系管理变得越来越重要。
企业需要通过了解客户需求、建立信任和持续交流，赢得客户的信赖和合作。
客户关系管理不仅仅是一个营销策略，更是企业战略的核心内容之一。
客户关系管理的目标是建立长期稳定的客户关系，通过与客户建立互动和沟通，提供个性化的服务和定制的解决方案，从而满足客户需求并超越其期望。
通过客户关系管理，企业可以实现客户忠诚度的提高，增加客户的复购率和推荐率，为企业的可持续发展提供强大的支持。
本文将主要介绍客户关系管理的定义和重要性，以及客户关系管理的主要原则和方法。
通过深入了解和掌握客户关系管理的理论和实践，企业可以更好地应对市场竞争，提升企业的竞争优势，并为未来的发展奠定坚实的基础。
接下来的章节将分别详细探讨这些内容，希望可以为读者提供全面的了解和参考。
1.2 文章结构本文共分为以下几个部分进行阐述：引言、正文和结论。
第一部分引言主要对本文的整体内容进行概述，介绍客户关系管理的定义、重要性以及文章结构。
通过引言部分，读者能够了解到本文的核心内容和目的。
第二部分正文是本文的重点，包括客户关系管理的定义和重要性以及客户关系管理的主要原则和方法。
在介绍客户关系管理的定义和重要性时，将分析客户关系管理对企业发展的作用，阐述其在提高客户满意度、增加销售额、促进客户忠诚度等方面的价值。
随后，将详细介绍客户关系管理的主要原则和方法，包括建立有效的沟通渠道、个性化服务、客户分类与管理、数据分析与预测等方面的内容。
电子商务名词中英文对照
电子商务名词中英文对照“2”被用来代表英文“ to ”，因“ 2”与“ to ”的英文发音相同，如下同英文术语：BtoC, B2C中文解释：电子商务的一种形式：商家对个人客户英文术语：BtoB，B2B英文术语：CA英文全称：Certificate Authority中文解释：电子商务中的身份认证英文术语：CRM中文解释：客户关系管理英文术语：E-B中文解释：电子商业英文术语：EC中文解释：电子商务英文术语：EDI英文术语：ERP英文全称：En terprise Resource Planning中文解释：现代企业资源计划管理，由MRPII的发展而成英文术语：MRP英文全称：Material Request Pla nning中文解释：物料需求计划英文术语：MRPII英文全称：Manu facturi ng Resource Planning中文解释：制造企业资源计划英文术语：SCM英文全称：Supply Cha in Man ageme nt中文解释：供应链管理英文术语：电子采购英文全称：E-procureme nt中文解释：电子采购(E-procurement )，也称网上采购，是指利用计算机和网络信息技术，以网络为平台，与供应商之间建立联系，并完成获得某种特定系统、产品或服务的活动。
政府各部门的电子采购是一种特殊的电子商务活动，有利于提高政府采购的透明度，促进廉政建设，并有利降低采购成本，节省政府开支，促进政府工作效率的提高。
中文术语：电子银行对应英文：E—bank中文解释：电子银行，也称网上银行或在线银行。
是指建立在计算机网络基础上的，由银行提供的各种金融服务业务。
电子银行目前有两种形式：一种是完全依赖于因特网发展起来的全新电子银行，另一种则是把传统的银行服务业务运用到因特网上，开设新的电子服务窗口，即所谓传统业务的外挂电子银行系统。
与传统的银行柜台式服务相比，’电子银行”突破了地域、时问和行业界限，能够为客户提供全天候、全方位的服务，而且有利于降低银行的运营成本。
物流客户关系管理外文翻译
1物流客户关系管理的含义客户关系管理(Customer Relationship Management, CRM)是一个不断加强与顾客交流，不断了解顾客需求，并不断对产品及服务进行改进和提高以满足顾客的需求的连续的过程。
其内含是企业利用信息技（IT）术和互联网技术实现对客户的整合营销，是以客户为核心的企业营销的技术实现和管理实现。
客户关系管理注重的是与客户的交流，企业的经营是以客户为中心，而不是传统的以产品或以市场为中心。
为方便与客户的沟通，客户关系管理可以为客户提供多种交流的渠道。
对客户关系管理应用的重视来源于企业对客户长期管理的观念，这种观念认为客户是企业最重要的资产并且企业的信息支持系统必须在给客户以信息自主权的要求下发展。
成功的客户自主权将产生竞争优势并提高客户忠诚度最终提高公司的利润率。
客户关系管理的方法在注重4p关键要素的同时，反映出在营销体系中各种交叉功能的组合，其重点在于赢得客户。
这样，营销重点从客户需求进一步转移到客户保持上并且保证企业把适当的时间、资金和管理资源直接集中在这两个关键任务上。
CRM系统的宗旨是：为了满足每个客户的特殊需求，同每个客户建立联系，通过同客户的联系来了解客户的不同需求，并在此基础上进行"一对一"个性化服务。
通常CRM包括销售管理、市场营销管理、客户服务系统以及呼叫中心等方面。
“以客户为中心”，提高客户满意度，培养、维持客户忠诚度，在今天这个电子商务时代显得日益重要。
客户关系管理正是改善企业与客户之间关系的新型管理机制，越来越多的企业运用CRM来增加收入、优化赢利性、提高客户满意度。
(1) 建立统一的信息编码系统；(2) 设计能够良好反映事务特性的数据模型；(3) 划分数据库类型，在分布式数据库管理系统和网络平台基础上，设计全局共享及局部共享数据库，以支持分布式数据处理，实现各分系统之间及其内部各功能模块之间的信息集成；(4) 提供强大的数据库管理系统，并在此基础上敬爱拿过来完善的客户销售数据库、客户市场数据库、客户支持与服务数据库、企业综合信息数据库等。
常用网络营销中英文术语对照与说明
常用网络营销中英文术语对照与说明随着互联网的快速发展和普及，网络营销在商业领域日益重要。
网络营销不仅仅是一个国内的技术，还在国际市场上扮演着重要角色。
然而，在这个全球化的时代中，英文术语在网络营销中占有重要地位。
为了更好地了解和掌握网络营销的相关知识，下面将列出一些常用的网络营销中英文术语，并对其进行对照和说明。
一、SEO（Search Engine Optimization）搜索引擎优化SEO是一种通过改进网站结构和内容，提高其在搜索引擎中的排名，从而吸引更多有针对性的访问者的技术和方法。
通过优化网站以提高其在搜索引擎结果页上的排名，企业可以获得更多的曝光率和点击量，从而提高其产品或服务的销售量。
二、SEM（Search Engine Marketing）搜索引擎营销SEM是使用付费方式在搜索引擎上投放广告的一种网络营销方法。
通过选择合适的关键词，制定广告预算并编写吸引人的广告文本，企业可以在搜索引擎结果页上展示自己的广告，并吸引潜在客户点击进入网站，实现销售转化。
三、PPC（Pay Per Click）按点击付费广告PPC是一种基于点击量计费的广告模式。
广告主只有在网站上展示的广告被用户点击时，才需要支付费用。
这种模式可以帮助广告主控制营销预算，并且只有在真正吸引用户的情况下才产生费用。
四、CTR（Click-Through Rate）点击率CTR指的是广告收到的点击量与广告展示量之比。
高点击率意味着广告吸引了更多用户的关注，并激发了他们对广告相关内容的兴趣。
通过分析和优化CTR，广告主可以改进广告文本和展示效果，提高广告的效果和转化率。
五、CPC（Cost Per Click）按点击计费CPC是一种广告计费模式，广告主需要根据广告被点击的次数支付费用。
广告主可以根据点击的效果和转化率来评估广告的成本效益，从而调整广告预算和投放策略。
六、CPL（Cost Per Lead）按潜在客户计费CPL是一种按照每个潜在客户计费的广告模式。
外文翻译--客户关系管理-精品
CRM，是Customer Relationship Management的简称，即为“客户关系管理”。
CRM实际上是一种市场营销领域的管理思想，它是以客户为核心的经营理念在企业内部推广的结果。
客户关系管理，按字面意思可以拆分为三个关键词：客户、关系、管理。
但若对其从逻辑关系的角度分析，需要从后面往前来看。
管理，意味着CRM属于企业管理的范畴，涉及到企业的运营战略、业务流程、企业文化等方面。
关系，意味着这种管理是一种关系管理。
人类自形成社会之后，就存在人与人的关系；在工业生产和规模经济之后，企业与企业、企业与人的关系就日益复杂重要，而且越来越影响着企业的发展，所以形成了关系管理的范畴。
客户，意味着CRM是围绕客户为中心的关系管理，客户是焦点。
在这三个关键词中，客户指的是购买企业产品或服务的顾客，同时也可以泛指企业的内部员工、合作伙伴、价值链中的上下游伙伴甚至竞争对手等，所以CRM管理的客户不仅仅是消费者，而是与企业经营有关的任何客户。
而企业与客户的关系不是静止的、固定的，它是一种互动的学习型关系，企业与客户之间要进行互动的沟通和交流，互相了解和影响，并能够在接触过程中进行学习，从而更好地了解客户并提供更合适的产品或服务。
进一步来说，管理是对企业资源的有效管理，对于CRM而言就是对客户资源的有效整合和管理，企业如何在经营理念和业务流程中有效地整合客户资源，利用客户管理来提升销售利润就是一个永恒的管理问题。
虽然CRM是一个经营管理方面的概念，但是其真正快速发展起来，真正被引入企业实际营销中，是伴随着上世纪90年代以来软件业飞速发展和Internet 普及使用而来的。
可以说软件业和Internet是CRM飞速发展的载体。
软件业的飞速发展，使得可以根据企业的实际需要快速规范地开发出新的CRM系统或者维护修改旧的CRM系统，以适应快速变化的市场需求。
而Internet的普及又为信息的快速流通提供了可能。
二者的结合便为CRM飞速发展，成为计算机应用方面一个专门的领域，提供了切实可行的基础。
客户关系管理中英文对照外文翻译文献
客户关系管理中英文对照外文翻译文献(文档含英文原文和中文翻译)翻译:客户关系管理的战略框架1 引言在过去的十年中，大多数企业正在忙于生产，经济衰退，合并，新技术和商业管理。
罗马尼亚在加入欧盟将进一步发展的诸多优势，加上一对产品监管的共同政策共同市场的成员，和行动自由，所有四个生产要素（商品，服务，资本和劳动力）。
这就意味着，罗马尼亚的公司要在国内市场直面来自欧盟国家其他公司的竞争。
欧洲的公司模式更灵活多变，为了生产出更好产品，提供更优报价和服务给客户，顾客方面他们会更以消费者为导向，这无疑给罗马尼亚的本土公司带来更大压力。
高收益等于重要客户是公司推行客户政策拉拢客户的经典准则。
“一个重要客户能给公司带来巨大金钱收益”已经成了海外大多数公司的反照，在罗马尼亚也可说是如此。
但这是否是一成不变的事实，我们大概需要搜集更多信息来证明，而不是单靠相信年底报告的一份简单数据就知道的吧？2 营销信息系统一个好的公司在获取和留住客户的生产，扩大其客户群这方面更具成效的。
这样的公司提高了对叛逃率降低了客户的价值，增加了客户关系管理及市场寿命，使低利润客户更有利可图或终止他们的实际或潜在的市场信息收集等，不仅使本组织监测趋势和问题有关的现有客户，而且也有助于确定潜在的客户，轮廓和新的市场，以保持其竞争的轨道，其战略，战术和的未来计划。
为了收集和整理的各种信息高质量，企业开始建立营销信息系统。
目前，主要是一个程序，受它相关，及时和准确的信息不断收集，整理，分析，评估，储存和营销的决策者使用分布式的方法集。
营销信息系统包括来自外部和内部来源（销售记录，客户记录，营销传播数据，信息和销售力）。
对客户的重点和营销功能整合帮助公司建立与有关个别客户或潜在客户的客户的综合信息数据库。
3 客户关系管理客户关系管理已经出现了过去30年，但它变得非常重要，当企业对营销功能改变他们的态度。
如今，跨职能的营销方式需要一个组织文化和气氛，鼓励部门之间的协作和合作。
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哈拉的客户关系
Harrah’s Customer Relationship
• 知道重要客户在他们包间里需要什么礼物
Knowing what special gifts a valued customer wants in their room
– 香摈或一盒巧克力?
Is it champagne, or Leabharlann box of chocolates?
大量营销工作
• 推销
Sales push
• 品牌公认,标识
Brand recognition
• 有目标的直销
Targeted direct sales
• 分类品牌忠诚度
Segment brand loyalty
最好的案例: 哈拉的赌场
Case: Harrah’s Casinos
Best Practice
• 一方面，客户关系被视为当期费用，另一方面，其回报难以 衡量计算 Returns are difficult to measure, while CRM is accounted a current expense
• 中间商缺乏工具和动力去共享数据访问 Intermediaries lack means or incentives to share access to data
• 结果是: 中国公司正在持续不断的增加销售收入和市场份额 Result: Companies are running up hill to build revenue and market share growth
• 忽视客户关系管理的公司，它的未来将会是：负增长和日趋 下降的市场份额。
• The future for companies that ignore CRM: negative growth and declining market share
– 口碑很差
Bad word of mouth
• 是该改的时候了!
Bad word of mouth
你能在 CRM上花多少钱?快速评估
How Much Can You Spend on CRM? - quick assessment
• 花在重获失去的收入上的销售管理时间的价值, +
The value of sales management time spent re-gaining lost revenue, +
– 与保持已有客户有关的投资力度不够
Not investing enough in keeping the customers it has
• 是… 随着竞争增加和增长放缓, 不能改善保持力的企业不能 生存下去
Yes… as competition increases and growth slows, the company that fails to improve retention cannot continue to grow
• 非最美的
Not the most beautiful casinos
• 非最有名
Not the best known
• 但通过 CRM, 哈拉的赌场已挤身于最挣钱和成长率最快的赌 场之列
But through CRM, Harrah’s is among the most profitable and fastest-growing
• 市场花费开销 X 周转率, +
Marketing expense X turnover rate, +
• 良好口碑的价值, +
Present value of lost referrals/good word of mouth, +
• 目标保持力 – 现有保持力
Target retention (in $ of revenue) - Current retention
• 零散的渠道所有权增加了实施的困难和成本
Fragmented channel ownership increases implementation difficulties and cost
• 在价格比较敏感的市场里市场营销对公司的作用不能很快的 反映出来。
Companies slow to appreciate the value of marketing in pricesensitive markets
• 竞争加剧
Competition is increasing
• 价格战
Price wars
• 储蓄率增长和需求疲软
Increasing savings rate and slack demand
• 公司发展战略必须包括客户关系：忠诚度和保持力
Company growth strategies must include customer relationships - loyalty and retention!
有如此多的公司正在飞速发展
Too Many Companies are Running Up Hill!
• 即使在金融服务领域，中国公司客户的流动率超过30%、 40%，甚至达到50% Even in China’s financial services sector, companies are experiencing customer turnover greater than 30, 40, or even 50%
• = 可被重分配给CRM的与收入增长有关的成本
= the costs to your revenue growth that could be re-allocated to CRM
CRM
什么是 CRM?
What is CRM?
• 客户数据的整合 – 客户从其自身及渠道出发的单一观点(看 法) Integration of customer data - single view of the customer across the company and its channels
客户关系管理
Customer Relationship Management
中国的公司需要更好的客户关系
Chinese Companies Need Better Customer Relationships
• 许多行业发展缓慢
Growth is slowing down in many industries
• 支持客户分类, 宣传计划, 产品计划和市场分析的分析法
Analytics that support customer segmentation, campaign planning, product planning, and market analysis
• 通信交流和推广的量身定制
Customization of communications and promotions
“制造与销售”的市场模型的后果
Consequences of the “Make and Sell” Marketing Model
• 为了易销,你的销售员和渠道(代理商)在推价格而不是价值
Your salespeople and channels are pushing price… not value… for easy sales
• 是… 甚至如果市场增长率仍很高,你能否真地付出市场及销 售的30%来再获份额呢?
Yes… even if your market growth is still high, can you really afford to devote 30% of marketing and sales to re-gaining ground?
创建以客户为中心（导向）的公司所面临的困难
Obstacles to Building Customer-Oriented Companies • 销售收入的需要: 电视机行业
The need for sales volume: TV industry
• 渠道的巨大作用:保险（ Channel power: insurance） • 缺乏被人认可的品牌差异 Lack of perceived brand difference • 缺乏品牌的管理 Lack of brand management •价格战:随处可见 Price wars: everywhere • 市场营销和 客户服务被当作是成本 (可是，是谁砸了你的价
案例一 A Scenario (1)
• 一个资产100亿的公司
A RMB 1 billion company
• 30% 客户周转率
30% customer turnover
• 15% 市场增长率
15% market growth
案例二 A Scenario (2)
• 如果一家企业获得新客户的速度与市场成长率相当,它将丢失1.5亿 的收入 If the company acquires new customers at the market growth rate, it loses 150 million in revenue – 如果企业要与市场同步增长,新客户的获取率必须是市场增长率 的两倍 Customer acquisition must double the market growth rate for the company to grow at the same rate as the market – 企业必须投入销售管理及市场开销费的30%来保持… The company must devote 30% of sales management and marketing expense to digging itself out of a hole
忠诚度是建立在客户关系和价值上的 Loyalty is Built on Customer Relationships and Value