CRM与企业战略

CRM and Corporation Strategy

随着市场经济和信息技术的发展,基于信息技术的客户关系管理(CRM)应运而生,并成为企业的发展趋势。CRM以高新技术的形式呈现出来,但实际上,CRM并不仅仅是技术的开发应用,而是一个完整的商业战略。成功的CRM必须从企业战略高度来实施。CRM系统的有效运转离不开战略思想的指导。CRM与企业战略紧密交融,构成企业市场竞争能力的有力保障。

With the development of market economy and information technology, customer relationship management (CRM) emerges and becomes the trend of corporation development . CRM presents by means of high technology, but in fact, CRM is exactly a business strategy rather than merely the development and application of technology. Successful CRM should be performed from the level of corporation strategy. The CRM system wouldn' t work efficiently without the guidance of strategy idea. CRM is integrated closely with corporation strategy and they both together form the powerful guarantee of corporation' s competence.