基于涉入理论的客户关系管理与客户知识管理整合研究

Integrating Customer Relationship Management with Customer Knowledge Management Based on Involvement Theory

通过对客户知识能力及其结构的解释和分析,阐明了客户知识管理流程的重要性,并对目前企业的客户知识管理活动进行分类比较,在此基础上结合涉入理论中的客户决策流程,提出了一个较为完整的客户关系管理和客户知识管理的"双维度"整合模式,企业借助于该模式,可以有效地运行CRM系统,及时获取客户知识,最终使企业获得竞争优势和长远发展。

To explain and analyze the customer knowledge competence and structure, this text clarifys the importance of customer knowledge management process, and makes the classification of the customer knowledge manage activity currently. With customers＇ decision-making process in involvement theory, it puts forward a complete ＂ two dimensions mode ＂ integrating the customer relationship management with customer knowledge management. The enterprises ask for help from that mode, carrying on the system of CRM availably, obtaining customer＇s knowledge in time, and making the enterprise acquire the competitive advantages and long-term developments.