国内超市零售企业客户关系管理的改进

Improving CRM of Domestic Supermarket Ente rprises

通过分析国内零售业的现状,指出超市零售企业在CRM实施过程中普遍存在的不足之处;结合国外企业成功经验,从客户洞察、企业网站和个性化服务三个方面提出了解决思路。

In this paper, authors analyze the present situation of supermarket enterprises in our country and point out the problems that commonly exist in the process of CRM. On the basis of the successf ul experience of foreign enterprises, authors put forward their own opin ion in three aspects: customer insight, website of enterprise and persona lized service.