浅析数据仓库在客户关系管理中的应用

目前客户关系管理(CRM)是企业管理研究的一个热点,也是企业增加利润的重要手段。而数据仓库是CRM的技术核心。本文主要介绍了CRM的内涵以及数据仓库技术的概念,并描述了数据仓库在CRM系统中的重要作用。     

The role of multichannel integration in customer relationship management

This paper reviews the strategic role of multichannel integration in customer relationship management (CRM) with the objective proposing a structured approach to the development of an integrated multichannel strategy. Alternative perspectives of CRM are reviewed and it is concluded that adoption of a strategic perspective is essential for success. Multichannel integration is posited as one of the key cross-functional processes in CRM strategy development. The nature of industry channel structure and channel participants, channel options, and alternative channel strategies are reviewed. The customer experience is explored both within and across channels. Analytical tools, such as market structure maps, the customer relationship life cycle, and demand chain analysis, are described. Key steps in building an integrated multichannel strategy are examined. Major challenges faced by enterprises in their adoption of an integrated multichannel approach and areas for future research are discussed.     

Adoption of Enterprise Application Software and Firm Performance

Due to the rapidly changing business and IT environments, firm-level adoption of IT shifted from in-house development to purchasing EA software. This paper analyzes the effects of EA (Enterprise Application) software – ERP, CRM, SCM, Groupware, KM, EAI – on SMEs’ productivity. The distinct feature of this paper is that I use a formal econometric approach with combined data of SMEs’ accounting and IT usage aspects, while case studies have been mostly used in the previous works. The empirical results show that Groupware and SCM significantly raise the SMEs’ productivity, and the manufacturing sector has stronger effects than the service sector. From these results, the following implications are derived. First, the adoption rate and the real benefits of EA software are not closely related domestically. Second, in SMEs, EA software facilitating the inter-firm relationship is more effective than EA software focusing on the internal efficiency. Third, easy-to-understand, and relatively long-experienced enterprise applications are more effective than hard-to-understand and brand-new applications. Finally, the government IT policy on SMEs should focus on the process coordination and standardization of the manufacturing sector with upstream and downstream firms.     

论企业组织结构重整与CRM的成功实施

CRM的出现是提高客户满意度,保持客户并实现客户与企业价值共贏,是以客户为中心的现代管销理念的一种体现。但CRM实施结果并不令人满意。企业必须转变经营管理理念,要对企业的整体组织结构进行重整,消除各部门之间的沟通障碍,设立客户服务部,同时应把客户满意度作为一个重要指标纳入营销人员的考核体系,最终达到成功实施CRM的目的。     

如何设计电子商务网站的功能

本文从商家的商业战略规划(客户关系管理和大规模定制)以及消费者购买决策支持这两个方面分析了应如何进行电子商务网站功能设计,提出了网站设计应该是以企业商业战略为主导,以客户为中心,以技术为辅助的观点。     

我国商业银行客户关系管理研究

在客户关系管理观念逐渐传入我国银行业的同时,各软件开发公司也纷纷推出了银行CRM系统。然而,实施客户关系管理的真正主体是银行的工作人员,仅凭一套CRM系统是远远不够的,我国商业银行工作人员应该进一步转变营销理念,努力使客户满意,留住客户。     

基于客户关系管理的知识管理研究

客户关系管理是关系营销全面实施的核心环节和驱动力量,其实施离不开知识管理的支持,搞好客户关系管理中的知识分类,建立客户知识的挖掘系统和客户知识管理体系,以此支持客户关系管理系统在企业的实际应用从而扩大客户核心知识的利用率。     

饭店客户关系管理的价值链研究

本文从我国本土饭店客户关系管理现状出发,借用波特的价值链思想,深入分析饭店客户关系管理中的基本活动和辅助活动,以寻求能切实有效地提高饭店客户关系管理水平的途径。其中,文章提出了饭店客户关系管理的价值链模型,并对客户关系管理的基本活动中的客户价值分析、客户获取、客户保留、客户升级和客户联盟构建等主要环节进行了详细阐述,同时也分析了辅助活动中包括领导、组织结构、人力资源管理、组织文化和信息技术等在内的相关影响因素。     

Relationship Marketing in the New Economy

Abstract

This article aims to put relationship marketing in the context of the New Economy; it is a quest for valid and practical theory. It is preoccupied with the reigning marketing management paradigm and a shift to a relationship marketing paradigm. A systemic view, referred to as total relationship marketing, is presented together with the core values and beliefs of relationship marketing. The article concludes that relationship marketing is fundamentally different from traditional marketing management and that successful implementation requires new mindsets.     

No Space – New Blood and the Production of Brand Culture Colonies

This paper explores implications for marketing education curricula of developments in marketing practice. Research from a variety of sources is drawn together and suggests that many marketing graduates are not being well equipped for 'the new marketing'. Marketing curricula should be reconsidered with respect to the nature of the learning outcomes, skills and knowledge that are required by graduates. Specifically, a range of marketing research and information issues are raised, together with implications of the new marketing metrics and the nature of marketing's wider role (via alliances and partnerships) in Knowledge Management strategies. This is furthered by the need to revisit the marketing concept itself in terms of its wider social responsibilities.