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随着市场环境的不断变化和信息技术的日新月异,客户关系管理(CRM)目前已受到各界的广泛关注,并且正在不断地发展,成为增强企业竞争力的关键因素。文章回顾了CRM的相关历史背景和发展进程,阐述了对于CRM内涵的不同理解,对当前国内外CRM的研究现状进行分析,就CRM的基本内容及其成功实施所需的依附条件进行探讨,并在此基础上指出了现阶段CRM存在的局限和不足,提出了完善建议,并对未来前景进行展望。
Abstract：With the rapid changing market environment and information technology,customer relationship management( CRM) has been widespread concern from all walks of life,and is constantly evolving,become the key to enhance the competitiveness of enterprises. This paper reviews the historical background and the development process of CRM,describes the different understanding about the connotation of CRM,and analysis of the current research status at home and abroad,the CRM's basic content and the attachment conditions of its successful implementation were discussed,and on this basis,it points out the limitations and shortcomings of CRM at this stage,and put forward recommendations to improve the prospects for the future and prospects.
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基本信息:
DOI：10.19327/j.cnki.zuaxb.1007-9734.2016.05.010
中图分类号:F274
引用信息:
[1]王伟,贾妙琼.客户关系管理(CRM)的评述与展望[J].郑州航空工业管理学院学报,2016,34(05):56-61.DOI:10.19327/j.cnki.zuaxb.1007-9734.2016.05.010.
基金信息:
国家社会科学基金资助项目(13BGL061)