电子商务下CRM的设计与应用.docVIP

电子商务下CRM的实施研究 摘　要 客户关系管理(CRM)，不仅仅是一套系统，更是一种管理理念，它能帮助企业更好地吸引潜在的客户和留住最有价值的客户。CRM被认为是一种管理理念，其核心思想被认为来自市场营销理论。CRM是将企业的客户作为企业最重要的资源加以管理，强调以客户为中心，通过深入的客户分析以完善客户服务和来满足客户的需求，不断提高客户的满意度和忠诚度，争取实现客户的终生价值。CRM表现为一套管理软件和技术，它将最佳的商业实践与数据挖掘、数据仓库、销售自动化及其它信息技术紧密结合在一起，收集并提取出与客户相关的有用信息，利用模型等技术方法进行决策支持和营销分析，为企业的销售、客户服务和决策支持等领域提供了一个业务自动化的解决方案。 本文首先讨论了CRM基础理论，即CRM的内涵、体系结构，以及国内外CRM的研究现状和实施情况；之后探讨了CRM在实施过程中遇到的问题包括实施CRM的企业管理方面，企业环境方面和信息资源整合方面等，并对产生诸多问题的原因进行详细分析。基于以上工作，本文从两个方面提出了解决方案，一、建设与CRM相匹配的企业文化；二、对CRM系统的改进。这两方面是本文的创新之处，然后结合作者对电子商务环境下CRM的了解情况，对当今企业在实施CRM时提出三点建议。 关 键 词：电子商务，客户关系管理，CRM实施，客户满意度 Research on the implementation of e-commerce CRM ABSTRACT Customer Relationship Management (CRM) is not just a system, but also a management idea. It calls help enterprises better attract potential customers and retain the most valuable customers. CRM is considered a management idea; its core idea is considered from marketing theory. CRM helps enterprises to manage customers as the most important resources, and emphasizes on customer-centric. Through deeply analysis of customers’ demand, enterprises Can improve customer service, continuously improve customer satisfaction and loyalty and get customers’ lifetime value. CRM performs as a set of software and technology, which closely combines the optimal business practice and data mining, data warehousing, sales automation, as well as its information technology. It also collects and extracts useful information relating to customers, makes use of models and other technical methods to costs effectively through information sharing and optimization of business processes. This article first discusses the theoretical basis of CRM’s contents，System structure, and domestic and international research status and CRM implementation; Then it discusses these problems which in the implementation processes of CRM problems-including the implementation of CRM, business management, business environment and information resource integration and so on. And produce a lot of