论客户关系管理.docVIP

全文摘要 目前，世界已经进入了一个全球化，信息化，个性化的时代。服务企业的竞争因此也变得越来越激烈，坚持以客户为中心，建立牢固的客户关系，充分挖掘客户资源是我国服务企业生存和发展的必由之路。服务企业必须适应新的市场竞争环境的变化，迎接新的挑战。现在，越来越多的服务企业也开始认识到了良好的客户关系对于企业自身发展的重要性，如何引入和更好的实施客户关系管理（CRM）也就成为了一个大家所关注的问题。 本文对客户关系管理的产生和背景做了简要的介绍，在阐述了客户关系管理的概念和核心的基础上，从客户关系管理的应用价值和服务企业引入客户关系管理的重要性两个方面分析了服务企业为什么要引入客户关系管理，并且对客户关系管理系统在服务企业的应用情况进行了阐述，指出了其在实施过程中的一些不足，提出了服务企业要成功实施客户关系管理所要具备的条件和实施的策略。 关键词：客户关系管理、 服务企业、CRM、实施 ABSTRACT At present, the world has already entered a globalization, informationization, individualized era. The competition of serving enterprises becomes fiercer and fiercer too, insist on regarding customer as the centre , establish firm customer relation , excavate customer resource whether our country serve enterprise survive and only way that develop fully. Serve the change that enterprises must adapt to the new market competitive environment , meet the new challenge. Now, more and more service enterprise is it realize good customer relation to enterprise importance that oneself develop to begin too, how introduce and good relation , customer of implementation , become a question paid close attention to of everybody when being managed (CRM ). Have done the brief introduction in production and background of this text to customers relation management, on the basis of explaining the concept and core of customers relation management, from customer relation using value and serve enterprise lead into customer relation importance two respect of management is it serve and why is it introduce to want enterprise to analyse of management Customer relation manage, serve to customer relation administrative system application situation of enterprise explain, have pointed out that its some in the course of implementing is insufficient, give out serve enterprise implement customer relation manage possessed terms and tactics of implementation to succeed in to want to put forward. Keywords: Customer Relationship Management , Serve Enterprises ,CRM， Implementation 目 录 全文摘要 ABSTRACT TOC \o