| CRM:企业营销管理的新策略 |
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| 引用本文： | 曹礼和,田志龙.CRM:企业营销管理的新策略[J].中国流通经济,2004,18(3). |
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| 作者姓名： | 曹礼和 田志龙 |
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| 作者单位： | 1. 湖北经济学院,湖北,武汉,430077
2. 华中科技大学,湖北,武汉,430077 |
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| 摘 要： | 在激烈的市场竞争中,越来越多的企业开始通过实施客户关系管理(CRM)来赢得更多的客户并且提高客户的忠诚度。本文认为,客户关系管理(CRM)作为企业营销管理的新策略,其目的在于建立一个系统,使企业在客户服务、市场竞争、销售和支持等各方面形成全新的关系实体,为企业带来长久的竞争优势,一方面通过优质服务吸引和保持更多的客户;另一方面通过对企业业务流程的全面管理降低企业成本。CRM与ERP(企业资源规划)、SCM(供应链管理)一起,已成为现代企业提高竞争力的三大法宝。
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| 关 键 词： | 客户关系管理 企业营销管理 营销策略 市场营销 |
CRM:A New Strategy of Enterprise's Marketing Management |
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| CAO,Li-he and TIAN,Zhi-long.CRM:A New Strategy of Enterprise''''s Marketing Management[J].China Business and Market,2004,18(3). |
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| Authors: | CAO Li-he and TIAN Zhi-long |
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| Abstract: | On the competitive market,more and more enterprises are resorting to customer relation management (CRM) to win over more customers and their loyalty.As a new marketing strategy of enterprises,the aim of CRM is on one hand to attract and maintain more and more customers through services of quality,and on the other hand to low the cost of enterprises through the overall management of the operation process.Nowadays,CRM,together with ERP (enterprise resource planning) and SCM (sales channel management) is the key weapon to enhance modern enterprises, competitiveness. |
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| Keywords: | CRM marketing management marketing tactics marketing |
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