基于供应链一体化的客户识别与管理  

Customer Identification and Management under Supply Chain Integration

作　　者：孙明贵[1] 胡洁云[2] 

机构地区：[1]东华大学,上海200051 [2]兰州大学,兰州730000

出　　处：《软科学》2006年第5期59-62,73,共5页Soft Science

基　　金：国家自然科学基金项目(70172039)

摘　　要：企业越来越注重客户价值的计算、细分以及核心客户的识别,销售自动化系统、数据挖掘系统、呼叫中心等各种IT技术为企业提供了诸多支持。但是,实际上由于客户关系管理缺乏供应链一体化的客户识别技术和方法,在实践上产生了不利影响。从供应链一体化的角度来对比和重新审视作为单个企业进行客户关系管理时的种种局限性,从而得出只有对整条供应链具有价值的客户才是链上各企业的核心客户这一结论。Enterprises focus on customer value calculations increasingly, and the core customer identification. They adopt many IT products like marketing automation systems, data excavation systems and call centers. However, for the lack of supply chain integration technology and customer identification method, customer relationship management has a negative impact in practice. After comparing and reexamining the limitations of individual enterprise to execute customer relationship management from the perspective of supply chain integration, this article draws the conclusion that only the customer who benefits most to the whole chain is the real core customer.

关 键 词：供应链一体化 客户价值与识别 客户关系管理 

分 类 号：F274[经济管理—企业管理]