客户关系管理在中小型企业实施中存在的问题与对策

Problems and Countermeasures in the Enforcement of the Customer Relationship Management in Middle and Small-sized Enterprise

客户关系管理作为一种以信息技术为手段的智能型客户管理模式,在国外得到了广泛应用。中小型企业在实施CRM过程中,在观念、技术和方法等方面存在着问题,从而影响了CRM作用的发挥与推广。本文主要阐述了CRM在中小型企业实施中存在的问题,并结合企业发展的特点提出了解决思路。

As a kind of intelligent customer management pattern based on information technology, customer relationship management （CRM） is widely applied at abroad. But there are some problems in the aspects of conception, technology and method when middle and small - sized enterprises enforce the CRM, which prevents the performance and spread of the function of CRM. This paper mainly presents the problems in the enforcement of the CRM in middle and small - sized enterprises and proposes the solutions aeeording to the feature of enterprise development.