中小企业客户关系管理现状与问题研究

A Study of the Present Situation and Problems of Customer Relationship Management in Minor and Medium-Sized Enterprises

客户关系管理是一种以"客户关系一对一理论"为基础,旨在改善企业与客户之间关系的新型管理机制。本文综述了CRM的发展现状,对中小企业客户关系管理实施中存在的一些具体问题进行了系统的总结,包括CRM软件选型难和基础信息缺乏、忽视业务流程重组、CRM理念未能融入企业文化以及中小企业对客户信息认识性不够等问题,并针对这些问题,提出了有效改进BPR与CRM的关系、建立有效的激励和管理机制等相应对策。展望了CRM在我国中小企业发展中的重要作用,提出CRM是现代中小企业发展的必由之路。

Based on the theory of 'customer relationship one on one',customer relationship is a new management mechanism to improve the relationship between enterprise and customer.This paper summarizes the present developing situation of CRM,carries out a systematic summary of some specific problems existed in customer relationship management in minor and medium-sized enterprises,including the difficult option of CRM and the shortage of basic information,the ignorance of the reorganization of operation process,lack of CRM concept in enterprise culture and shortage of awareness to customer's information in minor and medium-sized enterprises etc.To solve these problems,the writer puts forward countermeasures including improving the relation of BPR and CRM effectively,establish effective motivation and management mechanism etc.In addition,the writer looks into the important role of CRM in the development of Chinese minor and medium-sized enterprises,puts forward that CRM is the route that modern minor and medium-sized enterprises must take.