客户关系管理的内涵、驱动因素及成长维度

Customer Relationship Management:Concept,Drivers and Growth Dimensions

20世纪90年代后期以来,客户关系管理已成为一个时髦的商业术语。遗憾的是,目前各界就客户关系管理的内涵和定义尚无达成共识。本文在文献回顾的基础上,对客户关系管理的定义进行了总结、归纳和重新界定,并从顾客价值、关系价值和信息技术等三个方面探索了客户关系管理的合理内涵。此外,本文还探讨客户关系管理的主要驱动因素,即市场因素、技术因素和经济因素。最后,本文提出了关系成长三个维度的思想,将客户关系管理归纳为实现关系在宽、远、深三个维度上的成长,精辟而形象地反应了客户关系管理的目标。

Undoubtedly, CRM has become a new business buzz wordsince the late 1990s. This paper makes a comprehensive literature reviewon previous studies and presents an integrated definition for CustomerRelationship Management. Based on the new definition, three majorcomponents, Customer Value, Relationship Value, and InformationTechnology, are discussed to explore the connotation of CRM. Also,the main factors driving the demand for CRM is covered, includingmarket drivers, technical drivers and economic drivers. Finally, thispaper examines three growth dimensions for relationship: widening,lengthening and deepening the customer relationship.