电子商务中的CRM分析与策略

Analysis and Strategy of E-commerce CRM

如今,电子商务在经济社会发展中的地位不断升级,并在社会经济生活中发挥着越来越重要的作用,它已成为21世纪世界经济发展的重要推动力。由于市场格局的变化,企业的经营模式从"以产品为中心",转变为"以客户为中心",客户对于企业来说是十分宝贵的资源,关乎到企业的生存和发展,企业的运作要从客户的需求出发,才能维持客户的忠诚,留住且发展客户,使企业获得更大的利润。所以,做好客户关系管理——CRM显得尤为重要,做好电子商务中的CRM更是当务之急。文章介绍了电子商务中CRM的核心思想、CRM系统的构架及各子系统的功能,以及数据仓库、数据挖掘、云计算等技术在电子商务CRM中的应用,并指出电子商务中CRM的发展趋势及展望。

Now, the status of E-commerce in the economic and social development upgrade, E-commerce plays a more and more important role in social and economic life, it hasbecome an important driving force for world economic develop- ment in twenty-first century. Due to the change of the market structure, enterprise management mode change from the ＂take the product as the center＂ to ＂take the customer as the cen- ter＂, customers are vet7 valuable resources for enterprises, it related to tile survival and development of enterprises. In nr- der to maintain customer loyalty, retain and develop cus- tomers, and gain more profit, the operation of enterprises should proceed from tile needs of customers. So, customer re- lationship management CRM is particularly important, and do CRM in E-commerce is a pressing matter of the moment. This paper introduces tile core idea of E-commerce CRM, the architecture of CRM system, the functions of each subsystem, and the application of data warehouse, data mining, cloud computing technology in E-commerce CRM, and this paper also points out the development trend and prospect of E- commerce CRM.