基于CRM管理的网络促销策略研究  

Research on Network Promotion Strategy Based on CRM Management

作　　者：胡志权[1] 

机构地区：[1]罗定职业技术学院,广东罗定527200

出　　处：《绵阳师范学院学报》2014年第4期151-155,共5页Journal of Mianyang Teachers＇ College

摘　　要：互联网市场不断在壮大,网络促销活动越来越多,呈现出以价格促销为主、总体销量大,影响力广等特点,但同时存在虚假促销、广告失实、活动过多、缺乏新意等问题,消费者口碑逐渐下降。将CRM管理运用到网络营销实践中,充分发挥顾客数据库的作用,针对性开展促销活动,不仅能有效提高促销活动效果,还能加强企业与顾客的沟通,培养顾客忠诚度,为企业长期发展打下良好基础。With the constantly expanding of Internet market,more and more network promotion activities appear,which show the following features： its forms are mainly the price promotion,overall sales volume is large and its influence is wide. However,there exist such problems as false promotion,false advertising,promotional activities,lacking of new ideas and other issues to cause consumer word-of-mouth to gradually decline. Applying the CRM management to the network marketing practice,making full use of the customer database and carrying out promotional activities rationally not only can effectively improve the promotion effect,but also can strengthen the communication with customers,build customer loyalty,and lay a good foundation for the long-term development of enterprises.

关 键 词：CRM 网络营销 网络促销 

分 类 号：F12[经济管理—世界经济]