Web2.0环境下中小企业的CRM实施策略研究  

Research on the CRM Implementation Strategies of Small and Medium-sized Enterprises in Web2.0 Environment

作　　者：林东华[1] 

机构地区：[1]上海远程教育集团上海电视大学管理系,上海200433

出　　处：《北京工业大学学报（社会科学版）》2010年第3期20-24,共5页Journal of Beijing University of Technology (Social Sciences Edition)

基　　金：2009年中央广播电视大学科研项目资助(CAG1306)

摘　　要：结合长尾理论,针对新网络环境下CRM面临的新挑战,探讨了Web2.0网络环境下中小企业客户关系管理的实施策略,包括转变管理角色,变"主动定位"为"相对被动获取";调整客户目标,变"主流客户"为"小众个体";搭建资源脉络,从"内部少量"到"外部无限"。这些策略旨在为中小企业如何真正赢得客户忠诚,从而进一步提升自身竞争力等提供一些参考与借鉴。Based on the Long Tail Theory, the article explores the CRM implementation strategies of the small and medium-sized enterprises confronting with the new challenges of CRM in the network environment. Major aspects covered in the research are the changing role of management-from ＇actively targeting＇ to relatively ＇passively acquiring＇, the adjustrment of the target customer-from ＇the mainstream customer＇ to ＇the potential niche and individuals＇, the building of resource network-from ＇the internal limited＇ to ＇the external unlimited＇. The study aims to provide certain practical references for the small and medium-sized enterprises in regard to gaining customer loyalty and improving entrepreneurs＇ competitiveness.

关 键 词：客户关系管理 中小企业 长尾理论 

分 类 号：F279.23[经济管理—企业管理]