中国企业CRM现状调查研究  

Survey on CRM Status of Chinese Enterprises

作　　者：凌鸿[1] 曾凤焕[1] 

机构地区：[1]复旦大学,上海200433

出　　处：《科学学与科学技术管理》2006年第3期153-158,共6页Science of Science and Management of S.& T.

基　　金：国家自然科学基金计划资助项目(70572027)

摘　　要：近年来CRM的研究倍受关注,其理论与应用都获得了长足进展。对CRM在中国的实施状况进行了现状调查。介绍了CRM理论和调查问卷设计思路,并对调查结果进行了分析。重点分析对CRM的认识、实施动因及目的、实施效果及相关因素,并对比了大中小型企业实施CRM的差别,针对调查结果给出了中国企业实施CRM的几点建议。Recent years, great attention has been paid to the research of Customer Relationship Management （CRM） and many progresses were made both in the theory itself and its application. A survey was carried out to learn the status of CRM implementation in China. This paper firstly gives an introduction of CRM theory and the design idea of the questionnaire, and then analyzes the survey result, based on which implementation drivers and objectives, results and key successful factors axe highlighted. The authors also make a comparison of the implementation between large enterprises and medium- and-small sized enterprises. Finally, some advices about CRM implementation are put forward for Chinese enterprises.

关 键 词：客户关系管理 CRM实施 CRM现状 成功因素 

分 类 号：F270[经济管理—企业管理]