客户关系管理在我国企业应用过程中的概念广义化研究

Research on Extending the Concept of Customer Relationship Management in Chinese Corporations' Applying Process

我国企业在实施客户关系管理过程中,失败的原因很多,其中一个很重要的原因就是企业对客户关系管理的概念理解不深。本文从广义的角度对客户关系管理概念进行研究,阐明了广义客户的概念,并对广义客户进行分类,提出了广义客户关系管理系统框架,从广义上分析了以企业为中心和以客户为中心的客户关系管理模式,达到对客户关系管理概念更加深入地理解和认识。

There are many reasons in the process of implementing customer relationship management in China, but important one of them is that many corporations don＇t commendably understand the concept of CRM. In this paper, concept of CRM is researched in point of extended view. Extended customer is elucidated and classified. System framework of extending CRM is put forward. Corporation-oriented and customer-oriented CRM model are extendedly analyzed. The intention of deep understanding is achieved.