知识转移、客户关系管理与服务终端能力建设——以卷烟行业为例

烟草行业作为一个相对封闭的垄断行业,面对日益严峻的竞争态势,服务终端能力成为企业拓展生存空间的基石。在企业的经营理念和管理模式正从传统的产品管理逐步过渡到营销服务的背景下,建立基于知识转移基础上的客户关系管理模式成为提高终端效应的重要途径。本文在分析客户关系理论的基础上强调了知识转移在其中的作用机制和强化效应,并为提高烟草企业提高服务终端能力给出了相关建议。

The tobacco profession takes a relative seal the monopoly profession,facing the stern competition situation,serves the terminal ability to become the enterprise day by day to develop the existing space the cornerstone.In enterprise's management idea and the management pattern are transiting gradually from the traditional product management to under the marketing service background,establishes the customer relations management pattern becomes based on the knowledge shift foundation in enhances the end effect the important way.This article emphasized in the analysis customer relations theory's foundation the knowledge shift in function mechanism and the strengthened effect,and to enhance the tobacco enterprise to enhance serves the terminal ability to give the related suggestion.