长尾理论视角下的小、微企业社会化电子商务客户关系管理优化策略分析  

Analysis on the Optimized Strategy of Socialized E-business Customer Relationship Management of Small&Mini-enterprises under the Perspective of Long Tail Theory

作　　者：任文杰 柴寿升[3] REN Wenjie;CHAI Shousheng(Ocean University of China,Qingdao,266100;Weihai Ocean Vocational College,Weihai,264315)

机构地区：[1]中国海洋大学,青岛266100 [2]威海海洋职业学院,威海264315 [3]中国海洋大学管理学院,青岛266100

出　　处：《办公自动化》2022年第6期25-27,15,共4页Office Informatization

基　　金：威海市智慧海洋渔业装备工程技术研究中心2021年度科研开放专项资金项目“基于长尾理论的海产品企业客户关系管理优化研究”(项目编号:WSOFE20210009)。

摘　　要：世界经济的全球一体化发展及科学技术的进步,实体经济与虚拟经济呈现出融合发展的趋势,与之相对应的是企业经营模式也发生了改变。越来越多的企业在实际经营管理中发现传统的方式已逐渐失灵,企业竞争的核心不再是产品而是以客户为中心。在市场竞争者、成功的企业都有一套的独特的客户关系管理模式,不同于传统的依靠产品的价格和功能优势来赢得市场。客户关系管理能给企业以独特的价值创造优势,具有先天的异质性、不可复制、不可交易的核心竞争力。本文从长尾理论视角出发,从基于社会化电子商务的小、微企业客户关系管理优化入手,客观分析社会化媒体与传统电子商务交相融合的现状,探讨小、微企业发展存在的问题和机遇,为小、微企业的发展提供新路径。With the global integration of the world economy and the progress of science and technology,the real economy and virtual economy shows a trend of integrated development.Correspondingly,the marketing mode of enterprises has also changed.More and more enterprises find that the traditional way has failed gradually in the actual operation and management.The core of enterprise competition is no longer products,but customers.In the market competitors,the successful enterprises have a unique customer relationship management mode,which is different from the traditional relying on the price and functional advantages of products to win the market.Customer relationship management can create advantages for the enterprises with unique value,and possess inherent heterogeneity,non replicable and non tradable core competitiveness.From the perspective of long tail theory,starting with the optimization of customer relationship management of small&mini-enterprises based on sociaized e-business,this paper analyzes objectively the current situation of the integration of social media and traditional e-business,discusses the existing problems and opportunities for the development of small&mini-enterprises,and provides a new path for the development of small&mini-enterprises.

关 键 词：长尾理论 小、微企业 社会化电子商务 客户关系管理 优化 

分 类 号：C93-03[经济管理—管理学] F713.365.2