客户关系管理的SCOPE模型  

The SCOPE Model of Customer Relationship Management

作　　者：曾海颖[1] 刘晋[2] 

机构地区：[1]南京航空航天大学经管学院,江苏南京210016 [2]五邑大学管理学院,广东江门529020

出　　处：《商业研究》2003年第7期55-59,共5页Commercial Research

基　　金：广东省自然科学基金项目(项目编号:021352);广东省"千百十工程"培养基金资助项目(项目编号:Q02119)。

摘　　要：大力发展客户关系管理,增强竞争力,提高企业利润,是企业的一个必然选择。根据客户、供应商、企业主或投资商、员工、第三方合作伙伴这五个客户关系管理的主要方面,提出了客户关系管理的S.C.O.P.E模型。企业应以客户为核心,关注战略性重要客户,提高客户满意度,进行客户组合分析并采取相应的策略,同时只有与供应商、企业主/投资商、员工、伙伴这四个方面相互协作、相互发展,才能为客户创造、提供价值,实现客户关系管理的成功。It is a necessary strategical choice for a corporation to strongly develop customer relationship management in order to improve its competitiveness thereby increasing its profit. Based on five major parts related to customer relationship management, this paper puts forward the S.C.O.P.E model of CRM. The corporation should center on customers, focus on strategically significant markets, enhance customer satisfaction, conduct a customer portfolio analysis and take corresponding strategies. Moreover, it also needs to align and co-ordinate its relationships with four other major constituencies: suppliers, owners/investors, employees and partners in order to succeed in implementing CRM.

关 键 词：客户关系管理 SCOPE模型 企业营销 客户满意度 客户组合分析 

分 类 号：F274[经济管理—企业管理]