新理念 新方式——客户关系管理(CRM)的营销审视与运用

New Philosophy New Approach -Study and Implementation of CRM From the Standpoint of Marketing

从营销角度看 ,CRM是一种新的营销理念 ,它强调以客户为中心 ,并将其当作一种企业资源来管理 ;CRM是一种新的营销方式 ,它强调企业要由重视产品营销转变为重视全方位的服务、由重视需求差异化转变为重视需求个性化、由重视顾客满意转变为重视顾客愉悦、由重视市场的外部调研转变为重视建立和运用客户数据库。中国企业要全面实施CRM ,必须解决信息流、货币流、物流、服务。

From the standpoint of marketing, CRM is a new philosophy of marketing, which focus on customers and consider customers as resources; CRM is a new approach of marketing, which make focuses on from product marketing to all services, from differential demands to characteristic demands, from customer satisfaction to customer pleasure, from outside survey of market to building and utilizing customer data-base. China companies should resolve problems about information flows, currency flows, goods flows, services, product, organization structure, if its want to implement CRM wholly.