浅析我国中小企业电子商务中的客户关系管理.docVIP

绥化学院 本科毕业设计（论文） 浅析电子商务中的客户关系管理Suihua University Graduation Paper Analyses of the small and medium-sized enterprise electronic commerce of customer relationship management Student name Zhao Yongsheng Student number 200851759 Major Marketing Management Supervising teacher Han Liping Suihua University  摘 要 随着信息技术的不断发展和Internet在世界范围内的迅速普及，电子商务正在成为越来越热门的话题。电子商务已经不仅仅是一个概念，而是正在掀起一个热潮。这种以信息网络为基础的新兴的商务方式正在改变着企业、家庭以及个人的管理和生活方式。随着电子商务时代的到来，客户存在极大的商品选择空间和余地，而且表现出个性化需求特征。目前，已进入了一个经济全球化、客户遍及全球且客户需求变化频繁的时代，单靠一个或几个人的能力已无法适应日益激烈的竞争，企业必须充分发挥计算机网络信息技术的优势。在此背景下，电子商务环境下的客户关系管理成为当今企业追求的目标为企业带来了在同行业中的竞争优势，使企业顺利实现由传统企业模式到以电子商务为基础的现代企业模式的转化。电子商务和互联网的发展，极大地促进了电子商务中客户关系管理的发展，企业客户关系管理已经成为企业生存和发展的关键。 本研究以建构主义作为基本的理论基础，通过市场调查、对比分析、分析论证和案例分析等方法，对客户关系管理的概念、国内外研究进展和应用现状，客户关系管理过程中的主题分析、价值管理和企业实施等进行比较、分析和论证。通过企业的CRM应用分析，找出存在的问题和产生的原因，提出改进方案和实施方法，提升企业的核心竞争力，最终为提高本企业乃至本行业的管理水平奠定坚实的基础 关键词：电子商务；客户关系管理；对策Abstract With the continuous development of IT and the Internet in the rapidly growing popularity worldwide, e-commerce is becoming an increasingly hot topic. E-commerce is not just a concept, but is set off a craze. This information network based on the emerging business is changing business, family and personal management and lifestyle. With the advent of e-commerce era, the great selection of merchandise space and room, and show the characteristics of the individual needs of. Has entered an economic globalization, customers throughout the era of global and frequent changes in customer demand, the ability to rely on one or a few people have been unable to adapt to the increasingly fierce competition, companies must give full play to the advantages of computer networks, IT. In this context, customer relationship management, e-commerce environment has become the pursuit of the goal of todays businesses. Customer relationship management for the enterprises competitive advantage in the industry to enable enterprises to successfully a