论文部分内容阅读
一、CRM概述客户关系管理(Customer Relationship Management),是指通过培养企业的最终用户、分销商和合作伙伴对本企业及其产品和服务的偏好,提高顾客忠诚度,来增强企业的核心竞争力的一种市场策略。 CRM可以说是一种观念的转变,是企业从以产品为中心模式向以客户为中心模式的转变。当今社会,随着各种现代化生产方法和技术优势的发展,产品的差别越来越难以区分,产品的同质化趋势越来越明显。因此,通过产品差别来细分市场和创造企业的竞争优势越来越困难。另一方面,CRM可以体现出企业管理视角的转变,从MRP、MRPⅡ到今天的ERP,它们注重的是企业内部的管理改革和理论变迁,是以产品为核心,以成本控制为目标的管理体系,难以考虑到整个市场“价值链”变动给企业带来的冲
First, the CRM Overview Customer Relationship Management (Customer Relationship Management), refers to by cultivating the end-user business, distributors and partners of the enterprise and its products and services, preferences, improve customer loyalty, to enhance the core competitiveness of enterprises A marketing strategy. CRM can be said that a change of concept is a business from product-centric model to a customer-centric model of change. In today’s society, with the development of various modern production methods and technological advantages, the differences of products are more and more difficult to be distinguished and the homogenization of products becomes more and more obvious. Therefore, it is more and more difficult to segment the market by product differentiation and create the competitive advantage of the enterprise. On the other hand, CRM can reflect the change from the perspective of enterprise management. From MRP, MRP II to today’s ERP, they focus on the management reform and theoretical changes within the enterprise. They are the product-centered management system with cost control as the goal , It is difficult to take into account the entire market “value chain ” changes to the business impact