基于价值链的客户关系管理(CRM)基本模式研究

Study on mode of customer relationship management (CRM) based on value chain methodology

在概括目前国内外CRM的研究的基础上,给出了1个相对完整的CRM定义,从关系营销、业务流程重组(BPR)和信息技术对企业营销活动的影响3个方面阐述了CRM的理论基础.在此基础上,运用价值链的分析方法对CRM系统的整个管理过程进行了深入的剖析,提出CRM是以客户为中心的管理模式.

On the base of analysis of the current situations in research on CRM both domestic and abroad, gave a comparatively comprehensive definition. The theory origin of CRM from relationship marketing, business process reengineering and the impact of information technology on marketing, sales and service is discussed. Using the value chain methodology,made a deep analysis on the process of CRM system, which indicates that CRM advocates the customer centric management mode.