论客户关系管理与企业信息化建设

On Customer Relationship Management and Informationization Construction of Enterprises

随着网络经济的迅猛发展，人们的需求越来越个性化、多样化，而要求顾客长期忠诚于一个产品已不太现实。因此，对于最终客户需求的准确把握，特别是对需求变动的快速反应能力，已经成为提高企业竞争力的核心内容。CRM(客户关系管理)以其充分结合了当代计算机和通讯技术的魅力，一度成为企业关注的热点。随着市场竞争的日趋激烈，企业更是将CRM视为在竞争中出奇制胜的法宝之一。我们就如何发挥客户关系管理在企业信息化建设中的作用等问题，进行了有益的研究探讨，希望对企业的信息化建设起到指导作用。

With the rapid development of network economy, people＇s demand becomes more and more individualized and diversified, so requiring customers＇long- term loyalty to one product has become unrealistic. Therefore an accurate knowledge of end customers＇needs and especially the capability of reacting quickly to the change of needs have become the core contents of improving the competitiveness of enterprises. CRM used to be a focus of enterprises＇attention because it is combined with contemporary computer and communication technology. As market competition becomes more intense, enterprises regard CRM as a trump to win the competition. We discuss how to exert the effect of CRM in the informationization construction of enterprises and hope it will be able to guide the informationization construction of enterprises.