企业应用RM的必要和价值研究宝洁公司的客户关系管理.doc

目录 1.引言 3 1.1 CRM的主要功能 3 1.2 CRM的意义 3 1.3 中国企业CRM现状 3 2．宝洁公司CRM的实施 3 2.1 CRM——宝洁公司的多品牌战略 4 2.2 宝洁的中国战略 5 3．宝洁实施CRM给国内企业的经验启示 5 3.1 实施CRM成功的关键因素 5 3.2 实施CRM的对策 7 参考文献 8 致谢 8 摘要 CRM是一种基于客户中心思想的管理方式。 经济全球化所带来的竞争加剧，使得顾客越来越成为当今企业最重要的资源之一。顾客的选择在很大程度上决定了企业的生存和发展。市场已经由买方市场逐渐转为卖方市场，经营活动也从“以产品为中心”向“以顾客为中心”转移，CRM也随着市场经营导向的转变而不断发展，并起到越来越大的作用。而由于，现实意义的CRM是从20世纪90年代中期才开始发展的，短短十年时间，企业对其运用实施，还较为浅薄。特别是我国的企业，大多数对其已经有了较为明确地了解和认识，但是却缺乏实施CRM的办法和能力，使得目前中国市场只有像金融、证券、电信这样的大企业才较为广泛的使用CRM，而其他企业运用的缺乏，对他们自身的发展造成有较大的不利影响。特别是，现在国外企业已进入国内，国内企业的竞争压力就更大，如果不能很好的将CRM进行运用实施，对于本土企业的生存和发展都会受到威胁。本文通过对CRM的概述，并以宝洁公司成功实施CRM为例，对CRM的重要性进行阐述，从中总结出成功实施CRM的关键因素及对策，希望能对中国企业实施CRM提供经验启示。关键词CRM? 宝洁CRM本土化? CRM系统? CRM实施对策 Abstract CRM is one kind based on the customer central thought mode of administration. The competition of Economic globalization has made the custom to be the one of most important recourses in enterprise. The option of the custom in most degree decide the live and development of the enterprise. The market had gradually changed to buyer’s market from seller’s market. And the management also changed from product-orientation to customer-orientation. CRM is gradually developing as the change of market management orientation and has more and more important effects. The CRM begin to development from the middle of 1990’s. in the recent 10 years , CRM isn’t in full of use and operation. Especially for enterprise of china, although they have a clear understanding of CRM, but they less the ability to take it into practice, which make CRM just operating in big enterprise such as Finance、Exchange and Telecom. The lack use of CRM has caused bad effect to their development. Especially now the foreign enterprises had entered into Chinese market and our enterprises has more competition stress. If not make good use of CRM, our enterprises will face threatens in their process of development. The thesis give simple summarize of CRM, and make the operation of CRM in PG as an instance, give a elaborate of the importanc