企业实施客户关系管理现实意义的探究  

To Explore the Practical Significance of Enterprise to Implement Customer Relationship Management

作　　者：管琼斯[1] 

机构地区：[1]台州科技职业学院经贸管理学院,台州318020

出　　处：《价值工程》2013年第8期153-154,共2页Value Engineering

摘　　要：随着市场经济的深入和信息技术的发展,客户关系管理已成为现代营销领域所关注的一个新热点。越来越多的企业意识到客户是利润的源泉,它们希望通过对客户这项资源的管理,与客户之间保持一种亲密的、伙伴式的关系。Customer RelationshipManagemen(tCRM)既是一种管理理念又是一个软件系统。文章从人文管理和信息技术两个角度来阐释客户关系管理的内涵和作用,并探索了企业实施客户关系管理的现实意义。With the development of the market economy and information technology, customer relationship management has become a new focus in the field of modem marketing. More and more enterprises realize that customers are sources of profit, and they hope to manage these resources to maintain a close relationship with customers. Customer Relationship Management （CRM） is not only a management philosophy but also a software system. This article tries to explain the connotation and function of CRM from humanistic management and information technology perspectives, and also explores the practical significance of the enterprise to implement customer relationship management.

关 键 词：客户关系管理 人文管理 信息技术 客户忠诚 CRM系统 

分 类 号：F272[经济管理—企业管理]