网络时代客户关系管理研究.doc

摘要经济全球化和信息技术的不断发展极大的加剧了现代企业的竞争,网络时代客户关系管理的相关研究成为摆在各企业面前亟待解决的问题。客户关系成为现代企业构建核心竞争力的重要资源。客户关系管理作为一种全新的理念、技术和战略, 为企业建立、维系以及管理客户关系提供了全方位的指导和支持。本文以网络时代客户关系管理及其在企业中的应用为研究对象,按照“层层分解 CRM, 步步应用 CRM, 全面理解 CRM ,整体实施 CRM ”的研究思路分别从 CRM 理念、 CRM 技术系统、 CRM 战略三个层面给出了 CRM 的定义并对其展开论述, 认为全面理解 CRM 就必须把握上述三个层面的关系,即理念是 CRM 的基础、 CRM 技术系统是工具,而 CRM 战略则是关键,三者缺一不可。在 CRM 的应用方面,本文针对企业应用 CRM 具体实践中所存在的问题,分别提出笔者对企业如何合理应用 CRM 理念、引进 CRM 技术系统及制定 CRM 战略的观点和看法,认为整体实施 CRM 必须从 CRM 三个层面同时着手,全面提升企业客户关系管理能力。关键词:网络时代,客户关系,管理,研究; Abstract Economic globalization and information technology continues to evolve greatly intensified petition of modern enterprises, work era of customer relationship management research be placed in front of the business problems tobe solved. Building customer relationships as the petitiveness of modern enterprises an important resource. Customer relationship management asa new concept, techniques and strategies for enterprises to establish, maintain and manage customer relationships to provide a full range of guidance and support. In this paper, the age and its customer relationship management application in the enterprise as the research object, in accordance with the "down to every level CRM, step by step application of CRM, prehensive understanding of CRM, the overall implementation of the CRM" research ideas were ideas from the CRM, CRM systems, CRM CRM strategy gives three levels of definiti