客户关系管理实施决策分析

在激烈竞争的市场环境下,客户关系管(CustomerRelationManagement)对企业增强竞争力意义重大,许多企业不惜巨资投入CRM项目。但国内外CRM系统实施失败率居高不下,其原因是企业做出了错误的项目决策。笔者在文中对国内外企业实施CRM失败的案例进行分析,总结出了CRM决策影响因素和决策框架,希望能对即将实施CRM的企业提供借鉴和参考。

Analyses of the Implement Decision of the Customer Relation Management

With the development of the marketing economy, enterprises have experienced various competitions, so CRM (customer relation management) has a great significance to rise competitiveness of enterprises. Many enterprises have spent a large amount of money to implement CRM systems, but few of them could implement it successfully. More and more enterprises failed after implementing CRM. The most important reason is the wrong decision to implement CRM. On the basis of consulting existed research results extensively and studying various failed cases of domestic and international enterprises, analyzed the reasons, the authors summarize some factors affecting CRM and the process of CRM decision - making and hope enterprises can draw lessons from them.