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20世纪末,围绕市场环境的新变化,国际营销理论和实践都有了极大的创新。在产品同质化和营销同质化日益严重的今天,企业的竞争更多集中在销售环节,正确处理好企业与客户之间的关系,是企业工作的重点。客户关系管理(cRM)是一种旨在改善企业与客户之间关系、提高客户忠诚度的新型运作机制,它实施于企业的市场营销、销售、服务与技术支持等与客户有关的领域。CRM解决方案通过以对信息的有效集成为基础进行的客户快速反应,达到商业过程自动化并改进业务流程的目的。CRM将成为企业提高竞争力,在市场中高效运作并获取稳定利润的法宝。
The 20th century, around the new changes in the market environment, international marketing theory and practice have made great innovations. In the homogenization of products and the growing homogenization of marketing today, the competition of enterprises is more concentrated in the sales process. Correctly handling the relationship between enterprises and customers is the focus of the enterprise’s work. Customer Relationship Management (cRM) is a new operating mechanism designed to improve the relationship between business and customers and customer loyalty. It is implemented in customer-related areas such as marketing, sales, service and technical support. CRM solutions enable customers to automate business processes and improve business processes by rapidly reacting to customers based on the effective integration of information. CRM will become a magic weapon for enterprises to enhance their competitiveness, operate efficiently in the market and secure steady profits.