网络时代客户关系管理研究

摘要

经济全球化和信息技术的不断发展极大的加剧了现代企业的竞争，网络时代客户关系管理的相关研究成为摆在各企业面前亟待解决的问题。客户关系成为现代企业构建核心竞争力的重要资源。客户关系管理作为一种全新的理念、技术和战略，为企业建立、维系以及管理客户关系提供了全方位的指导和支持。本文以网络时代客户关系管理及其在企业中的应用为研究对象，按照“层层分解CRM, 步步应用CRM, 全面理解CRM，整体实施CRM”的研究思路分别从CRM 理念、CRM 技术系统、CRM 战略三个层面给出了CRM 的定义并对其展开论述，认为全面理解CRM 就必须把握上述三个层面的关系，即理念是CRM的基础、CRM 技术系统是工具，而CRM 战略则是关键，三者缺一不可。在CRM 的应用方面，本文针对企业应用CRM 具体实践中所存在的问题，分别提出笔者对企业如何合理应用CRM理念、引进CRM技术系统及制定CRM战略的观点和看法，认为整体实施CRM 必须从CRM 三个层面同时着手，全面提升企业客户关系管理能力。

关键词：网络时代，客户关系，管理，研究；

Abstract

Economic globalization and information technology continues to evolve greatly intensified the competition of modern enterprises, the network era of customer relationship management research be placed in front of the business problems to be solved. Building customer relationships as the core competitiveness of modern enterprises an important resource. Customer relationship management as a new concept, techniques and strategies for enterprises to establish, maintain and manage customer relationships to provide a full range of guidance and support. In this paper, the Internet age and its customer relationship management application in the enterprise as the research object, in accordance with the "down to every level CRM,

step by step application of CRM, a comprehensive understanding of CRM, the overall implementation of the CRM" research ideas were ideas from the CRM, CRM systems, CRM CRM strategy gives three levels of definition and expand its discussion of a comprehensive understanding of CRM that we must grasp the relationship between the three levels, that philosophy is the basis for CRM, CRM systems are tools, and CRM strategy is key The three are indispensable. In the CRM application, the paper specifically for CRM enterprise applications, the problems in practice, namely, how to make rational use of the author of CRM business concept, the introduction of CRM systems and the development of CRM strategy, views and opinions must be considered that the overall implementation of the CRM CRM addressed simultaneously at three levels, to enhance the enterprise customer relationship management capabilities.

Keywords: network era, customer relations, management, research;

目录

摘要 (1)

Abstract (1)

目录 (2)

引言 (3)

一、客户关系管理概述 (4)

1.1、CRM 的“商业概念型”及“技术概念型”定义 (4)

1.2、CRM 的“三层次”定义 (4)

1.3、客户关系管理的主要功能 (5)

二、客户关系对企业的价值........................................................................... 错误!未定义书签。

2.1、规模优势.......................................................................................... 错误!未定义书签。

2.2、品牌优势.......................................................................................... 错误!未定义书签。

2.3、信息价值.......................................................................................... 错误!未定义书签。

2.4、网络化价值...................................................................................... 错误!未定义书签。

2.5、网络时代客户关系管理的功能...................................................... 错误!未定义书签。

三、技术系统分析........................................................................................... 错误!未定义书签。

3.1、客户数据库模块.............................................................................. 错误!未定义书签。

3.2、客户沟通接触模块.......................................................................... 错误!未定义书签。

3.3、营销、销售、服务模块.................................................................. 错误!未定义书签。

3.4、商业决策模块.......................................................................... 错误!未定义书签。

3.5、CRM 技术系统管理模块............................................................... 错误!未定义书签。