基于供应链一体化的CRM模式研究

由于外部环境和自身资源的限制，单个企业在进行CRM时往往在信息和信任方面出现问题而使CRM达不到预期目标．以供应链一体化为基础的CRM不是在单个企业和顾客之间建立互动关系，而是以关键顾客和合适顾客的需要为起点，以顾客需求满足过程中的价值最大化为目标的全方位全流程的互动活动。

Study on CRM Based on Integrated Supply Chain

Because of the restrict of the exterior environment and the resources of itself, a business enterprise usually has problem in information and trust while implementing the CRM and can not reach the expectation target. The CRM based on intergrated supply chain does not establish interactive relationship only between enterprise and customer, but a kind of all-directions and whole process activity, which takes the demand of the key customer and fit customer as the point of departure, take the maximize value of customer as the target in the course of satisfying customer need.