網絡經濟環境下的客戶關系管理

目       錄

1、引言··························································· 03

1.1網絡經濟的產生·············································· 03

2、網絡經濟的特點················································· 03

   2.1大眾化······················································ 03

   2.2個性化······················································ 04

   2.3針對性強···················································· 04

   2.4價值層層鏈接················································ 05

3、CRM產生和內涵················································· 05

   3.1 CRM的產生················································· 05

   3.2 CRM的內涵················································· 06

4、網絡經濟環境下的CRM··········································· 07

   4.1 CRM的核心——企業與客戶的關系····························· 07

4.2 CRM追求的目標---保證客戶終生價值和企業獲取利潤最大化·······09

   4.3客戶資源是現代企業的主要資源之一····························12

   4.3.1整合資源促營銷············································12

   4.3.2一條龍服務見效益··········································13

5、企業在應用CRM時有一些需要注意的地方························· 14

6、結束語························································ 15

6.1本文小節····················································15

6.2致謝詞······················································15

參考文獻: ························································17

內 容 摘 要

客戶關系管理（Customer Relationship Management 簡稱CRM）的基本思想和方法，由來已久。然而，隨著網絡經濟、知識經濟的迅猛發展，人類進入了全新的網絡經濟時代。面對全球市場競爭的日益激烈，傳統客戶關系管理開始感受到不同尋常的沖擊，人們在大量研究和實踐的基礎上對網絡經濟時代的CRM賦予了新的內涵。本文主要從CRM的核心、CRM的追求目標、CRM對客戶資源信息的快速處理和分析這三個方面對CRM予以闡述,從而揭示出現代意義上的CRM內涵。

關鍵詞：網絡經濟環境 客戶關系管理