客户关系:私有还是共享

发布时间：2018-08-18 21:05

【摘要】：本文认为,由于企业自身与外部环境的影响,目前我国的客户关系处于一种私有化状态,使得作为企业整体资源的客户关系无法共享,造成了资源浪费与管理上的困难。考虑到客户关系私有的客观存在性、持久性以及由私有到共享的成本,应依据客户关系共享的成本收益情况,选择是否对其进行共享。文章提出,技术、管理和经济上的不同步是企业在客户关系共享化过程中遇到的一个突出问题,为解决这一问题,应对客户关系信息进行统一规范设计,实施客户关系共享激励政策,对客户关系信息共享设置权限管理,根据需要赋予不同人员不同的使用权限,加强协作式营销,实现客户关系的组织化管理。
[Abstract]:This paper holds that due to the influence of the enterprise itself and the external environment, the customer relationship in our country is in a state of privatization at present, which makes the customer relationship, as the enterprise's whole resource, unable to be shared, resulting in the waste of resources and difficulties in management. Considering the objective existence, persistence and the cost from private to share of customer relationship, we should choose whether to share it according to the cost and benefit of customer relationship sharing. The paper points out that the unsynchronization of technology, management and economy is a prominent problem in the process of customer relationship sharing. In order to solve this problem, the customer relationship information should be designed in a unified and standardized way. Implement the incentive policy of customer relationship sharing, set up the authority management to the customer relationship information sharing, give different personnel different use authority according to the need, strengthen the cooperative marketing, realize the organization management of the customer relationship.
【作者单位】：华东理工大学商学院华东理工大学商学院
【分类号】：F274

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