提升中国企业国际竞争力的新途径—crm研究

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1、ABSTRACTiIncreasedcompetition，globalization，growingcostofcustomeracquisition，andhighcustomerturnoverrateforcedenterprisestogivemorecustomercareinordertogainthelong—termprofit．Todaytheavailabilityoftechnologymadeone-to—oneinteractionwithcustomerrealizable．T

2、herefore，CRMbecamethelogicaldevelopmentofmarketing．However，CRMhasquitelotofdifferencewithtraditionaImarketingmethod，andeveninsomeaspectsbeyondthat．First，CRMuseasetofsoftwaretomakecustomerdataanalysis，basedonwhichenterprisesmakeoutdevelopmentstrategies．Seco

3、nd，CRMdoesn’tincludeallthecustomersbutagroupofselectivecustomers，i．e．themostvaluablecustomers．Third，CRMnormallyincludeschanginginternalprocessesandorganizationalstructures．becauseitneedsonefacetocustomersofalldepartmentsofthecompanyanddatasharingamongthose

4、departments．Fourth，CRMisnotthejobonlyformarketingdepartmentbutforthewholecompany．CRMisanewlyemergedthingandisextremelycomplex．Moreover，companiesneedtoinvesthugeamountofmoneytobuythesoRwareandtospendafairlylongtimetogetitimplemented．Therefore．itwillbeamustt

5、oformulateacomprehensive，effective，constructiveframeworkguidance，船giveninthispaper．SuchstrNegyprocessesarebroughtaboutfromsuccessfulwesterncases，buttheprocessesneedsomechangesinChina，becauseChinahasitsparticularchamcteristiCS，Thisdissertationcomprisesfourc

6、hapters．Chapter1givesthedefinitionandbasiccomponentsofCRM．Inchapter2，itstartsfromtheevolutionofCRMtothestatusquointheworld．AstrategicframeworkforCRMandcaseanalysisareaddressedinchapter3．Chapter4isdevotedtoanalyzeissuesinChinatogetalocalizedCRMiiABSTRACTstr

7、ategyKeywords：marketing，customerrelationship，managementstrategy，mplementation，localizationINTRODUCTION1ANEWWAYTOENHANCECHINESEENTERPRISESINTERNATIONALCONPETENCE——STUDYONCRMInthe1960s，competitionwasmarketing；inthe1970s，productionwasthemajorissue；inthe1980s，

8、wepaidattentiontoquality．Nowadays，keencompetitionwillfocusoncustomer．Itiswidelyacknowledgedthathowyoutreatyourcustomersgoesalongwaytodeterminingyourfutureprofitability，andcompaniesaremakingbiggerandbiggerinve