基于移动服务的客户关系管理体系研究

Study on customer relationship management based on mobile services

随着企业"以客户为中心"战略思想的深化,客户关系管理(Customer RelationshipManagement,CRM)在多个领域受到了越来越高的重视。但是,伴随技术的发展逐渐进入移动媒体时代,却很少有学者关注客户关系管理和移动服务相结合的研究。以商务工程、关系营销和移动商务的相关研究为基础,讨论了基于移动服务的客户关系管理体系以及集成了移动服务的移动客户关系管理(Mobile CustomerRelationshipManagement,mCRM)系统的构建,并在此基础上深入分析了移动客户关系管理的成功因素。移动客户关系管理的实施将帮助企业获得利润的增长以及客户关系和客户忠诚度的提升。

With the deepening of strategic thoughts of enterprises＂ customers are center＂, Customer Relationship Management （CRM） has gained lately widespread popularity in many areas. While in this mobile medium times, mobile service and CRM are rarely taken into unite study. Based on the related theory of business engineering, re- lationship marketing and mobile business, CRM based mobile service is discussed and put forward the implement of mCRM. Based on this, the author discussed the characteristics of succeful mCRM. The implement of mCRM will help the enterprise enhance the customer relationship and customers＇loyalty, also gain more profit.