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1、网络时代客户关系管理研究QQ16320922摘要经济全球化和信息技术的不断发展极大的加剧了现代企业的竞争,网络时代客户关系管理的相关研究成为摆在各企业面前亟待解决的问题。客户关系成为现代企业构建核心竞争力的重要资源。客户关系管理作为一种全新的理念、技术和战略,为企业建立、维系以及管理客户关系提供了全方位的指导和支持。本文以网络时代客户关系管理及其在企业中的应用为研究对象,按照“层层分解CRM,步步应用CRM,全面理解CRM,整体实施CRM”的研究思路分别从CRM理念、CRM技术系统、CRM战略三个层面给
2、出了CRM的定义并对其展开论述,认为全面理解CRM就必须把握上述三个层面的关系,即理念是CRM的基础、CRM技术系统是工具,而CRM战略则是关键,三者缺一不可。在CRM的应用方面,本文针对企业应用CRM具体实践中所存在的问题,分别提出笔者对企业如何合理应用CRM理念、引进CRM技术系统及制定CRM战略的观点和看法,认为整体实施CRM必须从CRM三个层面同时着手,全面提升企业客户关系管理能力。关键词:网络时代,客户关系,管理,研究;AbstractEconomicglobalizationandinfor
3、mationtechnologycontinuestoevolvegreatlyintensifiedthecompetitionofmodernenterprises,thenetworkeraofcustomerrelationshipmanagementresearchbeplacedinfrontofthebusinessproblemstobesolved.Buildingcustomerrelationshipsasthecorecompetitivenessofmodernenterpri
4、sesanimportantresource.Customerrelationshipmanagementasanewconcept,techniquesandstrategiesforenterprisestoestablish,maintainandmanagecustomerrelationshipstoprovideafullrangeofguidanceandsupport.Inthispaper,theInternetageanditscustomerrelationshipmanageme
5、ntapplicationintheenterpriseastheresearchobject,inaccordancewiththe"downtoeverylevelCRM,loanapprovalandpostcreditapprovalofficer/atalllevelsinaccordancewithcreditapprovalrules,licensingandeventualexerciseofcreditdecisionpowerofpersonsorinstitutions.Revie
6、wfindingsandreviewcomments,accordingtotheBank'scredit7网络时代客户关系管理研究QQ16320922stepbystepapplicationofCRM,acomprehensiveunderstandingofCRM,theoverallimplementationoftheCRM"researchideaswereideasfromtheCRM,CRMsystems,CRMCRMstrategygivesthreelevelsofdefinitio
7、nandexpanditsdiscussionofacomprehensiveunderstandingofCRMthatwemustgrasptherelationshipbetweenthethreelevels,thatphilosophyisthebasisforCRM,CRMsystemsaretools,andCRMstrategyiskeyThethreeareindispensable.IntheCRMapplication,thepaperspecificallyforCRMenter
8、priseapplications,theproblemsinpractice,namely,howtomakerationaluseoftheauthorofCRMbusinessconcept,theintroductionofCRMsystemsandthedevelopmentofCRMstrategy,viewsandopinionsmustbeconsideredthattheoverallimplementationofthe