基于客户关系管理的IT服务营销评价模型研究

Research on a Model of IT Services Management Based on Customer Relationship Management

随着以数字化、全球化为主要特征的网络经济的发展,市场买方力量加强,竞争日益激烈,客户在IT企业营销中的地位变得越来越重要,获得并维持客户保有率已成为IT企业竞争的焦点。同时,由于IT产品的同质化,提供更多更好的服务必然成为IT企业在竞争中获胜的重要砝码。因此,IT企业不得不重新审视所处的环境,重新权衡自身能力,寻找适应新经济的IT服务营销策略。基于上述观点,这里根据服务营销的有关理论,结合IT企业的服务营销的特点,在对已有服务管理模型以及IT企业服务营销分析研究的基础上,提出了以客户关系管理为基础、基于模糊层次分析的IT服务营销评价模型。

With the rapid development of digitalization and globalization, the buyers＇ strength is becoming greater in the market, and the competition among sellers becomes fiercer. In this trend, customer＇s role in an IT enterprise＇s marketing will be more and more important. The focus issue is how to gain and maintain the customers. At the same time, because of the homogeneity of IT products, offering better services becomes the important weight for IT enterprises winning the competition. So IT enterprises have to survey the environment that is in again, evaluate their own abilities again, and look for the strategies of IT services marketing that can match new economy. This thesis starts the research for the strategies of IT service marketing based on these two essential features. According to the relevant theories of services marketing and combining of the features of IT enterprises＇ services, this paper puts forward some basic conceptions of IT services marketing. Based on the existing models of services management, the analysis and research of enterprises＇ marketing management, a model of IT services management based on customer relationship is set up.