关于我国企业目前实施CRM的理性思考

Rational Thinking on CRM's Implementation in Home Companies

在绝大部分市场领域中 ,顾客已取得绝对的支配权。作为一种新兴的竞争手段 ,客户关系管理 (CRM)正备受瞩目。然而 ,作为一种先进的管理技术 ,ERP在中国的实施情况至少可以说是远远低于理论界和企业界的预期 ,ERP是CRM的物质和思想基础 ,同时CRM相对于ERP的实施具有更大的不确定性 ,这一不确定性主要来源于市场的不确定性。面对CRM的兴起 ,我们是否必要、是否有能力引进和实施CRM系统 ,还需要对实施CRM的成本收益和环境约束作出详细的分析。

Customs are the dominant power in most markets. As an emerging competitive measure, CRM is attracting more and more attention. Nevertheless, ERP in China, as an advanced managerial technology, is not as popular as the expectations both from academic world and enterprises. ERP is the material and moral foundation for implementing CRM. CRM is more uncertain than ERP because of market uncertainty. Facing the emerging CRM, we should make detailed analysis on costs and earnings brought by implementing CRM and its requirements for environment, so that we can judge if it is necessary or possible to introduce and implement CRM.