企业成功实施CRM的战略思考  

Key Factors for an Enterprise to Successfully Put the CRM into Practice

作　　者：赵立权[1] 

机构地区：[1]南京财经大学国际经贸学院,江苏南京210003

出　　处：《南京财经大学学报》2005年第4期50-53,共4页Journal of Nanjing University of Finance and Economics

基　　金：江苏高校高新技术项目[JH03046]

摘　　要：企业实施CRM的主要目的是要达到提高竞争力并带来较高的投资回报率,正确理解CRM的本质是成功实施的必要前提。企业在CRM战略向CRM实施推进的过程中,应当对整个项目相关的流程、人和技术等问题进行全面的考虑,并对相应的成本进行科学的预算,不仅要对单独CRM系统的部署表示足够的重视,更要重视CRM与电子商务的完美整合,以使企业从CRM系统中获得更大的利益。The main purpose of an enterprise implementing the CRM is to improve its competition ability and bring higher rate of investment repays. A necessary premise of successfully implementing the CRM is to comprehend its essential character.The CRM of an enterprise must be different from its industry, enterprise scale and kind. The enterprises make sure which functions of the CRM they need on earth according to their scientific strategy programming, which complicacy degree of the CRM they need according to its functions. Then they should compare and choose an appropriate company to order the CRM system they need. In the progress of the strategy of CRM being put into practice, they should completely consider the whole programming related process, person and technique etc. , and scientifically budget its corresponding cost. They not only think much of planning the system of CRM alone, but also value the perfect integration of the CRM and electronic commerce in order to acquire the greater benefits from the system of CRM.

关 键 词：客户关系管理 电子商务 企业资源计划 供应链管理 

分 类 号：F270.7[经济管理—企业管理]