现代企业营销新思维:客户关系管理

发布时间：2019-04-01 18:11

【摘要】：正客户关系管理(Customer Relationship Management简称CRM) 这个名词最先是由全球最著名的IT分析公司Gartner Group提出的,它是现代服务营销理念和方法在IT的支持下产生的,既是一种管理思想,又是一种解决方案,同时也是一套应用系统。企业进行客户关系管理在一定程度上是为了使企业在以后的营销活动中,更具有针对性和效率性,这既削减了企业的经营成本又扩大了企业资源的利用率,无疑会明显的提高企业的盈利能力,增强企业的竞争能力。一、如何理解CRM 客户关系管理包含三个层次的含义: 首先,它是一种管理理念,其核心思想就是将企业的客户(包括最终用户、分销商、经销商和其他合作伙伴)作为最重要的企业资源,通过更为完善的客户服务和深入的客户分析更迅速的满足客户的需求,以确保客户终生价值的实现。
[Abstract]:Positive customer relationship Management (Customer Relationship Management) is first put forward by the world's most famous IT analysis company, Gartner Group. It is the modern service marketing concept and method under the support of IT, which is a kind of management idea. It is also a solution, but also a set of application systems. The enterprise carries on the customer relationship management to a certain extent in order to make the enterprise in the future marketing activity, has the pertinence and the efficiency, this not only reduced the enterprise operating cost, but also expanded the enterprise resource utilization rate, Undoubtedly, it will obviously improve the profitability of the enterprise and enhance the competitiveness of the enterprise. First, how to understand CRM customer relationship management contains three levels of meaning: first, it is a management concept, its core idea is the enterprise's customers (including end users, distributors), Reseller and other partners) as the most important enterprise resource, meet their needs more quickly through better customer service and in-depth customer analysis to ensure the realization of customer lifetime value.
【作者单位】：东北财经大学
【分类号】：F274

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