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1、毕业论文（设计）外文翻译FactorsforSuccessinCustomerRelationshipManagement(CRM)SystemsHughWilson^,ElizabethDanielandMalcolmMcDonaldCranfieldSchoolofManagementAbstract.Theimportanceofeffectivecustomerrelationshipsasakeytocustomervalueandhenceshareholdervalueiswidelyemphasised.Inordertoenhan
2、cetheserelationships,theapplicationofITtomarketingthroughcustomerrelationshipmanagement(CRM)software,e-commerceandtherinitiativesisgrowingrapidly.ThisstudyexaminesthefactorsthatinfluencethesuccessfuldeploymentofCRMapplications,withparticularemphasisonthosefactorswhicharedistin
3、ctfromotherareasofapplication.Usingtheanalyticinductionmethod,successfactorswerederivedfromfivein-depthcasestudies.Resultingfactorsunderemphasisedinpreviousliteratureinclude:theneedforprojectapprovalprocedureswhichallowforuncertainty;theneedtoleveragemodelsofbestpractice;theim
4、portanceofprototypingnewprocesses,notjustIT;andtheneedtomanageforthedeliveryoftheintendedbenefits,ratherjustimplementingtheoriginalspecification.Keywords:customerrelationshipmanagement,IT,casestudies,analyticinduction,successfactors,barriers,marketingIntroductionEversincethein
5、fluentialstudybyReichheldandSasser,whichshowedthelargeimpactonprofitabilityofsmallincreasesincustomerretentionrates,themarketingcommunityhasbeenmoreconsciousoftheneedtomanagecustomerrelationshipsinthelongtermaswellaspriortothefirstsale.Theargumenthasbeenfurtherstrengthenedbyda
6、taonthelowcostofbetterretentionascomparedwithbetteracquisitionandtheincreasingprofitabilityofcustomersthelongertherelationshiplasts.Theterm'relationshipmarketing',coinedbyBerry.Thepopularityofthistermhaspresumablyinfluencedtheadoptionoftheterm'customerrelationshipmanagement'(C
7、RM)overmorerecentyears.Althoughsomeusethetermasasynonymforrelationshipmarketing-Hobbyforexampledefiningitas"amanagementapproachthatenablesorganisationstoidentify,attractandincreaseretentionofprofitablecustomersbymanagingrelationshipswiththem"-othersapplyitto"usinginformationte
8、chnology(IT)inimplementingrelationshipmarketingstrategies".In
