电子商务环境下的客户关系管理研究

Research on Customer Relationship Management in E-commerce Environment

竞争是市场经济的本质,企业想要在激烈的竞争中、不断变化的市场环境中求生存求发展,就必须依靠先进的管理思想和现代化的管理手段、管理方法,对企业内部的各项资源进行有效的整合以及充分的利用。近年来,科学技术日新月异,电子商务渐渐融入人们的生活之中。在电子商务潮流的冲击之下,很多传统企业纷纷开展了电子商务服务平台。电子商务依靠它成本低、效率高、不受时间和空间限制等一系列优势,对传统业务造成一定程度的影响和改变。客户关系管理便是其中之一。本文在立足于电子商务环境下的客户关系,从客户管理的内涵谈起,对其特点、存在的问题做出分析,并联系当前实际提出管理措施以供参考。

Competition is the essence of market economy.In order to survive and develop in the fierce competition and changing market environment,enterprises must rely on advanced management ideas and modern management methods,making effective integration and full utilization of various resources within the enterprise.In recent years,with the rapid development of science and technology,electronic commerce is gradually integrated into people’s life.Under the impact of the trend of e-commerce,many traditional enterprises have launched e-commerce service platform.E-commerce depends on a series of advantages such as low cost,high efficiency,not limited by time and space and so on.It has a certain degree of influence and change on traditional business.Customer relationship management is one of them.Based on the customer relationship under the environment of electronic commerce,this paper starts with the connotation of customer management,analyzes its characteristics and existing problems,and puts forward some management measures for reference.