客户关系管理（CRM）的分阶段实施

客户关系管理（CRM）不仅是一项先进的企业信息处理技术，而且还是市场营销中以客户为导向的一种先进管理方法。CRM能否实施成功取决于CRM实施特点和CRM实施的难易程度，本文介绍了一种CRM的分阶段实施方法，在每个阶段设置不同的实施目标和实施方法，逐步增加企业实施CRM的信心和经验，最后引导CRM的成功实施。     

运用关系资产理论改善CRM实施策略的研究

从关系资产的角度出发,探讨了CRM对于企业的重要性。针对企业实施CRM成效不佳的情况,尝试通过关系资产的引入,从这个关键维度来改善CRM实施过程中的不足,从而为企业有效的实施CRM提供一种可行的解决方案。     

CRM实施的“机会切片”

CRM视点(着眼点)和CRM路线图,构成了CRM实施的“机会切片” 国内的电信、银行、保险、高科技制造等行业是最先接受CRM理念的行业,在CRM方面有一定的知识和经验。尽管行业中的不少“前卫者”对各类CRM产品已经有了较深刻的印象,有些也已经部分地实施了CRM,但     

我国证券行业中CRM的应用

本文从客户关系管理(CRM)的概念入手,剖析了CRM在我国证券行业实施的必要性以及CRM在我国证券行业实施的现状,并提出了相应的实施建议。     

基于CRM理念的企业电子商务实施

通过CRM理念指导企业电子商务实施，帮助企业建立更加完善的客户关系，提高客户满意度，进而提高企业核心竞争力。本文从CRM理念和CRM软件两方面阐述CRM理论并分析电子商务与CRM之间的关系。研究如何以CRM理念指导企业电子商务的实施，并针对实施的不同阶段提出相应的措施。     

关于成功实施CRM的几点分析

本文主要从CRM战略在企业实施中应考虑的问题进行分析。从实施CRM前的准备工作、人的因素、与CRM相起配的企业文化和CRM的实践流程和企业业务流程的整合4个方而讲述了在企业实施CRM前后需要配合采取的一系列工作，从而充分发挥CRM潜力和优点，加速企业发展。     

我国商业银行CRM战略体系研究

CRM是我国商业银行的一项重要战略,是客户价值挖掘的一种重要形式。CRM战略体系的构建可以为我国商业银行进一步实施CRM提供理论借鉴。本文提出CRM战略体系包括客户服务、管理支持、技术支持、实施效应四个要素,因子分析可以为理论模型提供现实性检验,从而提升CRM战略体系的应用价值。     

我国商业银行CRM战略体系研究

CRM是我国商业银行的一项重要战略,是客户价值挖掘的一种重要形式。CRM战略体系的构建可以为我国商业银行进一步实施CRM提供理论借鉴。本文提出CRM战略体系包括客户服务、管理支持、技术支持、实施效应四个要素,因子分析可以为理论模型提供现实性检验,从而提升CRM战略体系的应用价值。     

城市商业银行CRM战略微观机制实证研究

CRM是城市商业银行核心能力培育的一项关键性战略,但在具体的实施策略上有待深化。研究基于城市商业银行的业务调查数据,借助于结构方程模型,实证性地检验了CRM对核心能力的促进机理,发现了CRM规划、CRM实施和CRM资源配置在风险控制能力、内部控制能力、产品开发能力和市场营销能力上的微观促进路径,从而有针对性地提出了CRM的优化和改进措施。     

客户关系管理系统在我国工商业中的应用

本文对我国工商业客户关系管理(CRM)系统进行了分析和探讨,内容涉及到CRM的基本概念、工商企业CRM系统的结构模型、CRM系统的功能模块,以及工商业实施CRM系统的目标、过程和效果。     

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。     

客户管理与供应链管理的数字化忠诚系统研究

论述了企业需要建立数字化忠诚系统来整合客户关系管理（CRM）能力和供应链管理（SCM）能力，从而科学合理对待每位客户，将给企业带来新的数字经济效益。阐明了建立数字化忠诚系统模式的一些基本假设。并提出了理解客户价值与需求以及供应链成本、系统设计、系统管理与执行、效果评价等“四步法”。通过建立数字化忠诚系统，企业能够创造一种有效的管理循环和竞争优势，从而将之成为企业的核心竞争力。     

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。     

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.     

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。     

Agent技术在CRM中的应用研究

简单介绍了Agent的属性特点及CRM的相关知识，讨论了Agent技术在CRM中的应用，指出Agent技术能为企业更好地管理客户信息，增强其竞争力。     

试谈网络营销组合中的第五个“C”——客户关系管理

文章从营销的角度对客户关系管理进行了探索,研究了网络经济时代客户关系管理的重要性,提出了网络营销组合的 5C 模式,对企业如何实施客户关系管理提出了相关建议。     

Cause-related marketing and values in Australia

An investigation is conducted into attitudes towards cause-related marketing (CRM) among Australian consumers, with attention to the underlying differences in consumer values. It is found that those who place greater importance on values such as warm relationships, self-fulfilment and security are likely to have more positive attitudes towards CRM. In addition, females appear to have somewhat more positive attitudes towards cause-related marketing than males. Interestingly, the degree to which consumers are susceptible to interpersonal influence is not related to attitudes towards CRM. The implications are that cause-related marketing efforts are therefore best directed at females and those who value relationships, self-fulfilment and security. Efforts to support CRM through social influences (ie via compliance and conformity) would appear to be unlikely to succeed. Copyright © 1999 Henry Stewart Publications     

Individualism/collectivism,charitable giving,and cause‐related marketing: a comparison of Chinese and Americans

• With the global expansion of cause‐related marketing (CRM), advertisers need to know whether and how cultural and societal differences impact attitude toward CRM across markets. To add to that knowledge, the present study identifies two consumer traits, that is, individualism/collectivism and perception of individual charitable giving as a social norm, and investigates and compares their influence on attitude toward CRM. By conducting surveys with Chinese and American samples, the present study found that gender, horizontal collectivism (HC), and perception of individual charitable giving as a social norm were significantly associated with attitude toward CRM in the American sample, whereas horizontal individualism, HC, and vertical collectivism were significant predictors of attitude toward CRM in the Chinese sample. Theoretically, these findings suggest that associations between one cultural dimension and the attitude toward CRM are independent to relationships involving other dimensions. And the particular circumstance of a local market may determine which consumer traits will actually have a significant association with attitude toward CRM. Practically, the findings suggest that advertisers may want to choose social causes that have national impact in China because there is a tendency of achieving egoistic enhancement through individual charitable giving whereas social causes that are relevant to female consumers are better strategic choices in the USA.

Copyright © 2013 John Wiley & Sons, Ltd.     

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.