渤海大学管理学院管理学学士学位毕业论文我国企业客户关系管理现状及对策系别：市场营销系专业：市场营销班级：二○○四级九班姓名：刘莹莹指导教师：李福学完成日期：二○○六年五月二十七日[论文摘要]在激烈的市场竞争环境下，伴随着互联网和电子商务的迅速发展，CRM即客户关系管理借助先进的信息技术和管理思想，对所收集的客户信息进行智能化分析，为企业的决策提供了科学依据。企业因此拥有强有力的竞争优势，在市场竞争中立于不败之地。现在，我国许多企业被客户关系管理系统所折服，盲目引进CRM系统,导致企业大量资金流失,却得不到相应的回报。本文对当今我国企业客户关系管理的现状、出现的问题及相应的更改措施加以论述。首先，在企业客户关系管理应用现状中本文从销售产品类型的不同、企业规模的不同、CRM集成度的不同、客户类型的不同四大方面分别进行论述。其次，本文提出企业应用CRM时存在的诸多问题。如CRM实施的盲从性、企业文化与CRM战略相背离、企业不能科学地获取和运用数据、我国企业CRM“私有化程度”高、企业容易将CRM引入有缺陷的业务流程、采用CRM方法形式单一、单方面实施CRM，无视消费者体验等等。最后，对于以上这些问题笔者又通过分析并提出最终解决方案。首先企业应该有目的、系统地进行客户关系管理，同时将企业文化与CRM战略融合，并且认识数据重要性、使数据精确化，当然也应该借鉴国外经验：科学制定与实施CRM业务流程、采用多元化CRM方法，同时实现顾客与CRM互动。[关键词]客户关系管理企业文化客户细分消费者体验[Abstract]Competetheenvironmenttodescendinthemarketofthevehemence,AccompanywiththequickdevelopmentoftheInternetandelectroniccommerce,CRMnamelycustomertherelationmanagementaskforhelpforerunnerofinformationtechniqueandmanagementthought,Carryontheintelligencetocustomer'sinformationcollecttoturntheanalysis,Providedscienceforthedecisionofthebusinessenterpriseaccordingto.Thebusinessenterprisethereforeownsthepowerfulcompetitiveadvantage,Competetheneutralinthemarketintheinvincibleposition.now,Manybusinessenterprisesarerelatetobythecustomertomanagethesystemadmitdefeat,TheblindnessushersintheCRMsystem,Causethebusinessenterpriseagreatdealoffundsrunoff,Butcannotgetthehomologousrepay.Thistexttonowadaysbusinessenterprisethecustomerrelatestothepresentconditionofmanagement,Problemofappearandcorrespondofchangethemeasuretotakeintothetreatise.First,Thistextisthedissimilarityoftheproducttypefromthesaleinbusinessenterprisecustomertherelationmanagementapplypresentcondition,Thedissimilarityofthebusinessenterprisescale,ThedissimilarityoftheCRMintegrationdegree,Thefourgenerousnoodlesesofdissimilarityofcustomer'stypecarryonthetreatiserespectively.Second,ThistextputsforwardmanyproblemsthatthehourofthebusinessenterpriseapplicationCRMexist,ThistextputsforwardThecorporatecultureandtheCRMstrategymutuallydeviatesfrom,manyproblemsthatthehourofthebusinessenterpriseapplicationCRMexist,Businessenterprisecan'tsciencegroundobtainwiththeusagedata,TheourcountrybusinessenterpriseCRM"privatizationdegree"ishigh,ThebusinessenterpriseiseasytoleadtheCRMintothedefectivebusinessprocess,UnilateralimplementCRM,Takenocognizancetheconsumerexperienceetc..Last,Passtheanalysisagainforabovetheseproblemswriterandputforwardtheendsolution.Firstthebusinessenterpriseshouldhavethepurpose,Systematicallycarryonthecustomertherelationthemanagement,BlendcorporatecultureandtheCRMstrategyinthemeantime,Andunderstandingdataimportance,Makethedataprecisionturn,Certainlyalsoshoulddrawlessonsfromtheforeignexperience:SciencedrawsupandcarriesouttheCRMbusinessprocess,usesdiversifiedCRMmethod,CarryoutthecustomerandCRM...
