外文翻译--客户关系管理（crm）的理论及应用研究

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1、本科生毕业设计（论文）外文翻译毕业设计（论文）题目：客户关系管理（CRM）的理论及应用研究外文题目：AStrategicFrameworkforCustomerRelationshipManagement译文题目：客户关系管理的战略框架学生姓名：袁博专业：工业工程0601指导教师姓名：徐方超评阅日期：AdrianPayne&PennieFrowAStrategicFrameworkforCustomerRelationshipManagementOverthepastdecade,therehasbeenanexplosio

2、nofinterestincustomerrelationshipmanagement(CRM)bybothacademicsandexecutives.However,despiteanincreasingamountofpublishedmaterial,mostofwhichispractitioneroriented,thereremainsalackofagreementaboutwhatCRMisandhowCRMstrategyshouldbedeveloped.Thepurposeofthisarticlei

3、stodevelopaprocess-orientedconceptualframeworkthatpositionsCRMatastrategiclevelbyidentifyingthekeycrossfunctionalprocessesinvolvedinthedevelopmentofCRMstrategy.Morespecifically,theaimsofthisarticleare•ToidentifyalternativeperspectivesofCRM,•Toemphasizetheimportance

4、ofastrategicapproachtoCRMwithinaholisticorganizationalcontext,•Toproposefivekeygenericcross-functionalprocessesthatorganizationscanusetodevelopanddeliveraneffectiveCRMstrategy,and•Todevelopaprocess-basedconceptualframeworkforCRMstrategydevelopmentandtoreviewtherole

5、andcomponentsofeachprocess.Weorganizethisarticleinthreemainparts.First,weexploretheroleofCRMandidentifythreealternativeperspectivesofCRM.Second,weconsidertheneedforacross-functionalprocess-basedapproachtoCRM.WedevelopcriteriaforprocessselectionandidentifyfivekeyCRM

6、processes.Third,weproposeastrategicconceptualframeworkthatisconstructedofthesefiveprocessesandexaminethecomponentsofeachprocess.ThedevelopmentofthisframeworkisaresponsetoachallengebyReinartz,Krafft,andHoyer(2004),whocriticizetheseverelackofCRMresearchthattakesabroa

7、der,morestrategicfocus.ThearticledoesnotexplorepeopleissuesrelatedtoCRMimplementation.Customerrelationshipmanagementcanfailwhenalimitednumberofemployeesarecommittedtotheinitiative;thus,employeeengagementandchangemanagementareessentialissuesinCRMimplementation.Inour

8、discussion,weemphasizesuchimplementationandpeopleissuesasapriorityareaforfurtherresearch.CRMPerspectivesandDefinitionTheterm“customerrelationship