基于BSC思想的企业e-CRM应用绩效评价探讨  

Discussion on the Performance Evaluation of e-CRM Based on the Idea of BSC

作　　者：李秀芳[1] 刘娟[1] 

机构地区：[1]天津财经大学经济学院,天津300222

出　　处：《现代财经（天津财经大学学报）》2012年第6期119-129,共11页Modern Finance and Economics：Journal of Tianjin University of Finance and Economics

基　　金：2011年度天津社会科学基金资助项目(TJYY11-1-022)

摘　　要：随着信息网络技术的迅猛发展,基于电子商务视角下的客户关系管理(e-CRM)正逐渐成为企业电子商务应用中的重要内容,而建立一套行之有效的绩效评价体系则可以为企业管理者经营决策提供重要的价值参考依据。基于BSC思想,通过设立客户关系、企业内部业务流程、创新与学习、财务等四维指标,构建企业e-CRM应用绩效评价体系;并采用层次分析法(AHP)就S企业经验数据进行实证检验。结果显示:e-CRM应用对企业内部运营效率及财务增长效果更为明显,而创新与学习维度的绩效仍有待于进一步提升。With the rapid development of Internet technology, client relations management from the perspective of e-commerce has gradually become the most important content of e--commerce ap plication, and establishing a set of feasible performance evaluation system can provide important reference for the managers to make decisions. In this paper, based on the idea of BSC, e-CRM per formance evaluation system is established through four dimension index of building client relations, internal business process, innovation and leaning, and finance, and make empirical test on empirical data of S enterprise by using AHP method. It shows that e-CRM application has more obvious effects on internal business efficiency and financial growth effect; however, the innovation and learning dimension performance still needs promotion in the future.

关 键 词：客户关系管理 绩效评价 平衡计分卡 层次分析法 

分 类 号：F406.11[经济管理—产业经济]