面向客户关系管理（CRM）的综合决策支持系统框架探讨

从探讨客户关系管理（CRM)在扩展的企业应用中的地位出发,介绍了客户关系管理的定义和组成,阐述了在CRM应用中引入客户信息数据仓库的必要性,并给出了面向CRM的综合决策支持系统模型框架。     

对传统客户关系指数模型的改进

综合描述客户关系管理核心内容“客户关系”的客户关系指数，其传统数学模型反映了外生变量：交互频率、交互满意度、关系价值和客户活动时段总和对它的影响，但太过于笼统，不利于实际应用。本文结合数理统计方面的一般方法，给出改进的计算模型和具体算式，并针对每一个外生变量(自变量)的特性进行分析，给出在具体的应用时，针对每一个自变量应该考虑的内容和可能的修正，为客户关系管理系统的设计提供参考。     

企业的CRM应用

本文阐述了客户关系管理(CRM)产生的背景。提出了客户关系管理解决方案,包括客户关系管理战略的制订、组织保障体系的设计、业务流程和商务流程的改造,以及客户关系管理系统的开发等;探讨了客户关系管理系统的功能模块、客户关系数据库的结构及其重要特性;进而分析了客户关系管理的关键技术,最后列出了客户关系管理实施成功的前提条件。     

聚类分析法在CRM中的应用研究

在分析CRM的功能以及客户定位的重要性基础上，提出了一种基于聚类算法的客户群定位方法，该方法可用于有关客户关系管理的决策支持系统中，能有效地实现对客户的划分和价值的评估。     

CRM系统在电力行业构建中的认识和考虑

当前国内众多运营企业都在进行CRM（客户关系管理）工作的实施与探讨。CRM工作体现了运营企业从垄断走向竞争过程中经营观念的深层次变化。本文介绍了CRM系统的构成，其核心部分一商业智能／决策支持系统的功能和实现，CRM实现的关键要素，中国电力系统开展CRM工作应思考的关键问题。     

我国电信业客户关系管理研究

客户关系管理是一种基于全新的信息技术的管理理念，本文结合当前我国电信行业环境，从管理学角度综合分析了客户关系管理的概念及其在电信业实施客户关系管理的必要性与效用性，并对此提出了有针对性的建议与策略。     

基于客户关系管理的电力营销策略

新形势下如何加强电力市场营销中客户关系管理，成为电力企业当面前急需解决的问题。本文通过建立客户关系管理综合评价指标体系，并计算了指标体系的各权重，对权重较大的指标进行工作的增强，以促进客户满意度的提升。     

面向客户关系管理的组织设计研究

本文主要分析了客户关系管理的背景和意义，对客户关系管理的体系组件进行了研究，在此基础上提出了组织设计的方法，探讨了现代组织新形式，并针对我国企业的实际情况提出了建议。     

金融保险业集成化客户关系管理模式研究

本文结合某保险企业大型集成化客户关系管理项目设计经验，从入世后金融保险业的行业特征和需求入手，分析了金融保险业客户关系管理的集成化模式，并对其中重要的集成功能进行详细阐述。     

我国商业银行客户关系管理模式研究

客户关系管理是提升现代商业银行核心竞争力的重要战略。本文首先对客户关系管理的内涵进行了界定，论述了客户关系管理是我国商业银行进行客户管理的必然选择。然后针对我国商业银行实施客户关系管理的现状分析所存在的问题，最后提出了我国商业银行实施客户关系管理的模式。     

危险品运输及其决策支持系统研究

参考了20世纪80年代以来有关危险品运输风险分析与决策支持系统的主要研究文献,总结和介绍了风险评估的标准、决策支持系统的主要框架,以及GIS等现代信息技术在危险品运输管理中的应用。     

客户关系管理变迁的趋势分析

在电子商务时代,以客户为中心的客户关系管理成为增强企业核心竞争力的关键。通过介绍客户关系管理的发展之路,详细阐述客户关系管理内在含义,以及现有客户关系管理模式的类型,指出了今后客户关系管理的发展趋势,对于实施客户关系管理的企业具有指导意义。     

客户关系管理与呼叫中心的结合

客户关系管理(CRM)是企业的一种经营策略、管理理念,在实践上就表现为一套软件和技术的使用,呼叫中心作为实现CRM的信息技术支撑,在CRM战略中扮演着越来越重要的角色,文章针对两者的关系和技术上的运用进行讨论,提出了基于CRM的呼叫中心是未来的发展趋势。     

Exploring the interactive effects of brand use and gender on cause‐related marketing over time

Research has shown that men and women respond differently to cause‐related marketing (CRM) appeals with fictitious brands; however, few studies examine how CRM works for existing brands or measure long‐term effects. To fill these gaps, we explore the influence of sponsor brand use and gender on responses to a CRM campaign at three points in time (premessage, postmessage exposure, and 2‐week delay). We are the first study to identify the moderating effect of brand use on gendered responses to CRM messages. Nonbrand users increased their purchase intentions after CRM message exposure; this was especially true for men. Overall, our findings reinforce past research showing that CRM can positively influence short‐term purchase intentions. We reveal new insights that show CRM can work especially well among nonbrand buyers; however, no significant long‐term influence was found. Our results demonstrate the importance of segmenting the market by demographics and brand use as well as considering the long‐term implications of CRM persuasion.     

Exploring the link between cause‐related marketing and brand building

The use of cause‐related marketing (CRM) is increasing around the world and provides benefits to both firms and causes, by linking the two organisations together. Most of the CRM literature examines this strategy from a for‐profit perspective. This paper examines how this literature could be equally applicable to examining CRM from a not‐for‐profit perspective. That is CRM programmes can positively and negatively impact on a not‐for‐profit's brand, which is frequently its most valuable asset. In this way CRM can be related to a number of not‐forprofit brand and brand equity issues including brand awareness, brand attitude and intention to support the CRM programme. Copyright © 2000 Henry Stewart Publications     

基于客户价值的客户关系管理研究

对客户关系管理的要素与衍变过程进行了回顾,归纳了客户关系管理的关键流程。在此基础上,指出了现有客户关系管理的不足,并提出了基于客户价值的客户关系管理的理念与模型。     

数据挖掘——CRM中的动力

客户关系管理(CRM)在中国已经取得了长足的进步,越来越多的企业将客户作为一切工作的出发点,比以往更加重视客户忠诚度和客户利润贡献率的提升。但是,在CRM发展的过程中依然存在着很多问题需要解决,最为显著的莫过于面对庞大的客户和销售数据,我们该如何去利用?正是为了满足这种要求,从大量数据中提取出隐藏在其中有用信息的数据挖掘技术得到了长足的发展。数据挖掘的出现和应用必将使得CRM取得成功。文章从CRM和数据挖掘的涵义谈起,论证了数据挖掘技术在CRM中应用的可行性和必要性,着重阐述了如何在CRM中应用数据挖掘技术的问题。     

Cause‐related marketing campaigns with luxury firms: An experimental study of campaign characteristics,attitudes, and donations

• Cause‐related marketing (CRM) partnerships between luxury firms and charitable organizations have grown in popularity, yet no study has examined such luxury CRM campaigns thus far. Using a fictitious campaign by the Hotel Adlon Kempinski Berlin and the Plan International Germany charity, the authors conducted an experimental CRM study among 281 actual luxury consumers. Realizing CRM campaigns in the luxury segment can be promising for luxury firms and charities. In particular, a CRM campaign works best when the donation magnitude is high (25% vs. 1%) and the price of the luxury service offering is moderate (€180 vs. €450). Furthermore, luxury campaigns enhance the attitudes of luxury customers toward charitable organizations, especially if they are unknown brands. Yet this study also offers a warning that luxury campaigns can be risky if consumers who have previously supported the charitable organization perceive the campaign as too high profile. Ultimately, this study reveals that CRM luxury campaigns play a major role for fundraising success.

Copyright © 2012 John Wiley & Sons, Ltd.     

基于数据挖掘的质检技术机构客户关系管理探究

以客户为中心的客户关系管理运作模式已开始被质检技术机构初步应用于其检验业务的市场开拓中。文章探讨了客户关系管理模式下的质检技术机构建设方向,并从5个方面阐述了数据挖掘技术在质检技术机构客户关系管理中所起到的作用。     

Understanding factors influencing consumer attitudes toward cause‐related marketing

• Cause‐related marketing (CRM) has proliferated as a marketing strategy and is being employed by numerous brands across product categories. Despite its widespread popularity, not much is known about the factors that influence consumer attitudes toward CRM. In this study, we investigate the antecedents of consumer attitudes toward CRM, specifically sociodemographic characteristics, consumer susceptibility to interpersonal influence, and mediating role of consumer values. We test causal relationships employing a partial least squares‐based structural equation model. The data are collected via a structured questionnaire resulting in 456 valid responses. Our study demonstrates that attitudes toward CRM are influenced by sociodemographic characteristics with personal values acting as mediator. In addition, our findings show that consumer susceptibility to interpersonal influence affects the importance given to values, which in turn influences attitudes toward CRM. Our study makes theoretical contributions in the domain of CRM, specifically regarding the role of personal values, interpersonal influences, and sociodemographic factors in influencing attitudes toward CRM. In addition, the findings have relevance for managers responsible for their CRM campaigns.

Copyright © 2014 John Wiley & Sons, Ltd.