摘要
结合长尾理论,针对新网络环境下CRM面临的新挑战,探讨了Web2.0网络环境下中小企业客户关系管理的实施策略,包括转变管理角色,变"主动定位"为"相对被动获取";调整客户目标,变"主流客户"为"小众个体";搭建资源脉络,从"内部少量"到"外部无限"。这些策略旨在为中小企业如何真正赢得客户忠诚,从而进一步提升自身竞争力等提供一些参考与借鉴。
Based on the Long Tail Theory, the article explores the CRM implementation strategies of the small and medium-sized enterprises confronting with the new challenges of CRM in the network environment. Major aspects covered in the research are the changing role of management-from 'actively targeting' to relatively 'passively acquiring', the adjustrment of the target customer-from 'the mainstream customer' to 'the potential niche and individuals', the building of resource network-from 'the internal limited' to 'the external unlimited'. The study aims to provide certain practical references for the small and medium-sized enterprises in regard to gaining customer loyalty and improving entrepreneurs' competitiveness.
出处
《北京工业大学学报(社会科学版)》
CSSCI
2010年第3期20-24,共5页
Journal of Beijing University of Technology (Social Sciences Edition)
基金
2009年中央广播电视大学科研项目资助(CAG1306)
关键词
客户关系管理
中小企业
长尾理论
CRM
small and medium-sized enterprises
Long Tail Theory