基于移动服务的客户关系管理体系研究

发布时间：2018-01-26 06:58

本文关键词： 移动客户关系管理移动服务客户关系管理短消息服务　出处：《黑龙江大学自然科学学报》2008年06期 　论文类型：期刊论文

【摘要】：随着企业"以客户为中心"战略思想的深化,客户关系管理(Customer RelationshipManagement,CRM)在多个领域受到了越来越高的重视。但是,伴随技术的发展逐渐进入移动媒体时代,却很少有学者关注客户关系管理和移动服务相结合的研究。以商务工程、关系营销和移动商务的相关研究为基础,讨论了基于移动服务的客户关系管理体系以及集成了移动服务的移动客户关系管理(Mobile CustomerRelationshipManagement,mCRM)系统的构建,并在此基础上深入分析了移动客户关系管理的成功因素。移动客户关系管理的实施将帮助企业获得利润的增长以及客户关系和客户忠诚度的提升。
[Abstract]:With the deepening of enterprise "customer-centric" strategic thinking, customer RelationshipManagement. CRM) has been paid more and more attention in many fields. However, with the development of technology, it has gradually entered the era of mobile media. However, few scholars pay attention to the combination of customer relationship management and mobile services, based on the research of business engineering, relationship marketing and mobile commerce. The architecture of customer relationship management based on mobile service and the mobile customer relationship management integrated with mobile service are discussed. Mobile CustomerRelationshipManagement. Construction of mCRM) system. On this basis, the successful factors of mobile customer relationship management are deeply analyzed. The implementation of mobile customer relationship management will help the enterprise to obtain the increase of profit and the promotion of customer relationship and customer loyalty.
【作者单位】：东华大学旭日工商管理学院;
【基金】：国家自然科学基金资助项目(60534020) 上海市科委基础研究重点项目(04JC14009)
【分类号】：F274
【正文快照】： 1引言随着企业战略思想从“以产品为中心”到“以客户为中心”的转变,客户关系管理现在已经得到了广大企业的认可[1-2]。客户关系管理通过集成销售、营销和客户服务等一系列活动来构建和维持与客户的良好关系,而在此基础上形成的良好的客户关系则是企业赖以生存和发展的强大

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