企业全面顾客整合的战略研究

Research on the Strategy of Total Customer Integration

在当今激烈的市场竞争中,全面质量管理(TQM)已逐渐发展为以顾客为关注焦点的全面顾客整合(Total Customer Integration,TCI)。该管理模式不是将顾客作为销售的目标,而是作为公司合作的伙伴。TCI一方面让供应商、制造商、顾客成为一个整体,尽可能共同参与决策、共同发展,另一方面对顾客的变化采取快速超前的回应,是一种追求顾客满意、达到组织长期成功的、集成化的管理模式。

With the development of severe marketing competition, the core philosophy of Total Quality Management has transferred to customer focus, hereby, Total Customer Integration becomes the fundamental management mode for all organizations in the market economy system. It regards customer as cooperation partner rather than selling objective. On one hand, it makes supplier, manufacturer and customer join together to make decision and development, on the other hand, it makes organization respond to customer＇s change rapidly and proactively. It is an integrated management mode which pursues customer satisfaction and long-term success.