在经济全球化和全球信息化的浪潮推动下,现代企业日益紧密地与整个社会的经济活动“链条”联结在一起。电子商务时代是一个以客户为导向的时代。客户关系管理(Customer Relationship Management, CRM)就是企业利用信息技术,通过对客户的跟踪、管理和服务,留住老客户,吸引新客户的手段和方法。在当今竞争日益激烈的社会,对企业来说,针对每个客户的不同需求,提供更为个性化的服务己成为当务之急。但目前客户关系管理的研究,往往偏重于客户关系数据库、客户关系管理软件等技术层面,而本文所论述的重点是在电子商务环境下,通过文献资料分析法、网上搜索调查研究法、实例研究法、多学科交叉研究法等方法收集第一手资料,结合实际探索客户关系管理的新特点、新模式,提出适合我国国情的企业电子商务客户关系管理的实施方案的创新性成果
参考翻译:Economic globalization and the wave of global information driven,Modern enterprises increasingly closely with the community's economic activities "chain" linked together. E-commerce era is a customer-oriented era. Customer relationship management is the use of information technology enterprises, through the tracking of customers, management and services, retaining old customers and attract new customers the means and methods. In today's increasingly competitive society, enterprises, for each customer's needs, provide more personalized service has become imperative.But the study of customer relationship management, customer relationship often emphasis on the database, customer relationship management software and other technical level. The paper described the focus is on e-business environment, through literature analysis, investigation and study of online search, case studies, a multidisciplinary research capacity, and other methods to collect first-hand information,With actual customer relationship management to explore the new characteristics and new model for China's national conditions of the proposed business e-commerce customer relationship management for the implementation of innovative results.
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