实现企业和客户双赢的客户关系管理策略

客户关系管理是一种旨在改善企业与客户之间关系的新型管理机制。为了使企业获得利润和更大的上升空间,文章通过企业和客户的合作博弈模型的分析,指出现代企业必须注重与客户保持合作关系。实施CRM时,企业应采取的策略是:提升竞争优势、保持与客户的交流、维系客户的忠诚,最终赢得客户的高度满意,达到企业与客户的“双赢”。

The Win-win Strategy of CRM between Enterprise and Customer

Customer Relati on ship Management is a new manage mechanism which could make the relationship betw een enter-prise and customer become more better.In order to let enterprise get profit and larger developing area,this paper sets up a model of cooperative game between enterprise and customer and points out modern enterprise must pay atten tion to keep cooperation with cus-tomer.In the implement of CRM,enterprise shou ld upgrade the advantages of competition,maintenance the communion with cus-tom er,hold the loyalty of customer.At last,enterprise could win the customer' s sat isfaction and reach a win-win relationship be-tween enterprise and customer.