CRM创造企业营销新理念  

New Marketing Concepts by CRM

作　　者：赵立权[1] 韩耀[1] 刘宁[1] 

机构地区：[1]南京财经大学电子商务系,江苏南京210003

出　　处：《商业研究》2005年第21期114-116,共3页Commercial Research

基　　金：江苏省教育厅高校人文社会科学研究项目<电子商务下流通企业的营销战略研究>;项目编号:01SJB79003

摘　　要：CRM源于市场营销,是在关系营销、业务流程重组等基础上进一步发展起来的,是企业运用网络技术进行营销管理的创新。从CRM的本质出发,以新浪的CRM为例,可以了解它对核心营销理念的创新,由以产品为中心变为以客户为中心。从CRM对营销管理的创新、对营销策略创新和对营销手段的创新中,可以看出企业发展CRM,将会创造企业营销的新理念。CRM comes from marketing as a result of relationship marketing and process reegineering.h is creative to proceed marketing management by IT.By citing the cases of sina. com, the paper introduces its essential properties, and concludes that it change the core marketing principle from regarding product as the center to regarding customer as the center.It further clarifies how CRM improves marketing management, marketing strategy and marketing means respectively.The findings indicate that CPM in practice can create new principles of business marketing.

关 键 词：客户关系管理 接触管理 营销管理 客户金字塔 专家系统 

分 类 号：F713.50[经济管理—市场营销]