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1、毕业论文(设计)外文翻译FactorsforSuccessinCustomerRelationshipManagement(CRM)SystemsHughWilson^,ElizabethDanielandMalcolmMcDonaldCranfieldSchoolofManagementAbstract.Theimportanceofeffectivecustomerrelationshipsasakeytocustomervalueandhenceshareholdervalueiswidel
2、yemphasised.Inordertoenhancetheserelationships,theapplicationofITtomarketingthroughcustomerrelationshipmanagement(CRM)software,e-commerceandtherinitiativesisgrowingrapidly.ThisstudyexaminesthefactorsthatinfluencethesuccessfuldeploymentofCRMapplication
3、s,withparticularemphasisonthosefactorswhicharedistinctfromotherareasofapplication.Usingtheanalyticinductionmethod,successfactorswerederivedfromfivein-depthcasestudies.Resultingfactorsunderemphasisedinpreviousliteratureinclude:theneedforprojectapproval
4、procedureswhichallowforuncertainty;theneedtoleveragemodelsofbestpractice;theimportanceofprototypingnewprocesses,notjustIT;andtheneedtomanageforthedeliveryoftheintendedbenefits,ratherjustimplementingtheoriginalspecification.Keywords:customerrelationshi
5、pmanagement,IT,casestudies,analyticinduction,successfactors,barriers,marketingIntroductionEversincetheinfluentialstudybyReichheldandSasser,whichshowedthelargeimpactonprofitabilityofsmallincreasesincustomerretentionrates,themarketingcommunityhasbeenmor
6、econsciousoftheneedtomanagecustomerrelationshipsinthelongtermaswellaspriortothefirstsale.Theargumenthasbeenfurtherstrengthenedbydataonthelowcostofbetterretentionascomparedwithbetteracquisitionandtheincreasingprofitabilityofcustomersthelongertherelatio
7、nshiplasts.Theterm'relationshipmarketing',coinedbyBerry.Thepopularityofthistermhaspresumablyinfluencedtheadoptionoftheterm'customerrelationshipmanagement'(CRM)overmorerecentyears.Althoughsomeusethetermasasynonymforrelationshipmarketing-Hobbyforexample
8、definingitas"amanagementapproachthatenablesorganisationstoidentify,attractandincreaseretentionofprofitablecustomersbymanagingrelationshipswiththem"-othersapplyitto"usinginformationtechnology(IT)inimplementingrelationshipmarketingstrategies".In