电子商务营销：电子客户关系管理的从传统转变的结果【外文翻译】

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1、外文翻译原文E-relationshipmarketing:changesintraditionalmarketingasanoutcomeofelectroniccustomerrelationshipmanagementMaterialSource:TheJournalofEnterpriseInformationManagementAuthor:ShannonSueScullin,JerryFjermestadandNicholasC.RomanoJrIntroductionElectroni

2、ccustomerrelationshipmanagement(eCRM)isthelatesttechniquecompaniesareusingtoincreaseandenhancetheirmarketingskillsandcapabilities.TraditionaldefinitionsofmarketingaccordingtoStantonetal.(1994)includeaphilosophyororientationforthewholebusiness–definingt

3、heprimarygoalofeveryoneintheorganizationortheidentificationandcreationsustainablecompetitiveadvantage.ThispaperexploreshoweCRMexpandsthesetraditionaldefinitionsofthemarketingconceptsandenablesacompanytomeettheirinternalmarketingobjectives.Thepaperalsoe

4、xpandsonthebasicresearchissueformarketsonhowbesttointegrateeCRMtobebotheffectiveandefficientforanorganization(RomanoandFjermestad,2002,2003).Thefollowingkeytopicsarediscussed:customerbuying,marketingstrategies,andtheevolutionofcustomercallcenterstoacus

5、tomere-contactcenterinrelationtoaneCRMimplementation.Inaddition,marketingstrategies,formingastrategicalliance,customerstrategyandproductdifferentiationwillbediscussedintermsofaneCRMimplementation.CustomerbuyingbehaviorAcustomerisanindividualororganizat

6、ionthatmakesapurchasedecision.Thepurchasedecisionisbasedonthecustomersatisfyingtheirwantsandneeds(Stantonetal.,1994).Thisgivesachallengetothemarketingmanager.AccordingtoAllenandFjermestad(2001),themarketingmanagermustbeabletoshow,communicateanddemonstr

7、atehowtheirproductcansatisfythewantsandneedsofacustomer.Whenpurchasingaproductthecustomerwilleithermakeahighorlowinvolvementdecision.Ahighinvolvementpurchasewilloccurwhenaconsumerisdissatisfiedwiththequantityorqualityofinformationaboutthepurchasesituat

8、ionanddecidestoactivelycollect,andevaluatemoreproducts.Alowinvolvementpurchaseiswhenacustomeriscomfortablewiththeinformationandalternativesreadilyavailable.Alowinvolvementpurchaseisusuallyrelatedwithimpulsebuying(Stantonetal.,1994).Anob