客户关系管理在企业营销管理中的应用

On the Customer Relationship Management in Marketing Management

随着科技的高速发展,产品之间的差异性越来越小,客户对企业发展的重要性日益突出。客户资源是企业重要的资源,企业能否生存,取决于客户是否购买企业的产品或服务,建立稳定、良好的客户关系,是保证企业生存和发展的关键。为了使企业能够提高客户的满意度,从而保持和吸引更多的客户,对客户关系管理的内涵进行了说明,分析了实施客户关系管理的必要性,并对企业中如何实施客户关系管理及实施客户关系管理中可能遇到的障碍进行了阐述。

With the rapid development of science and technology,difference among products has become more and more unclear.The importance of customers is increasingly prominent to enterprise＇s development.Customers is an important resource for enterprises.Survival of business depends on whether the customers want to buy company＇s products or services,establishing a stable and good relationship between customers and enterprises is the key to ensure survival and development of business.In order to improve satisfaction of customers,maintain and attract more customers,the connotation of customers relationship management is described.This paper analyzed the nessecity of customers relationship management,elaberated on how to implement enterprise customers relationship management,as well as the obstacles may be encountered.