CRM项目可行性分析方法研究

Research on Feasibility Analysis for CRM Project

客户关系管理(CRM)是提高企业核心竞争力的有力武器,而提高CRM项目实施的成功率是亟待解决的问题,解决本问题的关键是提高项目可行性分析的有效性。该文提出了一种新颖的、基于案例库和可量化的CRM实施可行性分析方法。仿真结果表明,该方法可以较好地回避实施中各种要素的不确定性和复杂性,是一种有效的CRM实施可行性分析方法。

Customer relationship management（CRM） is a powerful tool for improving the kemel competition capability of an enterprise. But how to improve the implementary successful rate of CRM projects is still an imperative solved problem. The key solution is to improve the validity of feasibility analysis. This paper puts forward a kind of original, case database-based ＆ measurable feasibility analysis approach. The simulation result shows that the approach is an effective way to carry out feasibility analysis.