我国大型零售企业客户关系管理（CRM）研究

【作者】 郭立英；

【导师】 王荣华；

【作者基本信息】 上海海事大学 ， 企业管理， 2005， 硕士

【摘要】 客户关系管理(CRM)是企业管理理论中的前沿性新课题,受到众多专家学者的广泛关注。目前各界对客户关系管理的研究,大致集中在两个角度:人文管理角度和信息技术角度。从人文管理角度看,客户关系管理起源于营销学中的关系营销理论。尽管对客户关系管理的定义五花八门,但归纳起来它的内涵不外乎三个方面:顾客价值、客户关系价值和信息技术。 客户关系管理不仅使企业在管理客户关系方面表现更佳,而且可以全力打造企业的核心竞争力。企业通过实施客户关系管理所形成的良好的客户关系,将成为企业重要的战略资源,而这种战略资源将成为企业核心竞争力的关键资源。客户关系管理的实施,将为企业带来新的核心竞争力。 改革开放以来,我国零售业在借鉴国外零售业先进经验基础上,经过自身的努力,获得了长足的发展,涌现出一批具有初步竞争力的大型零售企业。随着零售业入世过渡期的结束,我国大型零售企业将面临着相当激烈的竞争环境,而竞争的焦点,就是客户。与进入国内的外资零售企业相比,我国许多大型零售企业在竞争力方面仍然存在相当大的差距。 近年来,随着信息技术的迅猛发展,客户关系管理在我国一些大型零售企业已有初步的应用,诸如EDI(电子数据交换)系统,POS(电子收款)系统的运用极大地提高了我国大型零售企业的销售水平,使得超级市场等新的零售业态在市场竞争中获得了较大优势。但CRM系统的应用还是简单的、不完整的。我国大型零售企业要实施完整的、合理的CRM解决方案,还面临着一系列现实问题,在实施客户关系管理方面,也存在相当多的难点。 尽管我国大型零售企业在实施客户关系管理上还面临着一系列的难题,但是,除了克服以上难题,努力寻求适合自身特点的客户关系管理实施策略外,面对巨大的市场竞争压力,我国大型零售企业已经别无选择。 论文以顾客价值为主线,以提升企业核心竞争力为着眼点,综合运用战略管理及营销学等理论,以文献研究为主,兼用实证分析方法,探讨我国大型零售企业实施客户关系管理的相关问题,并提出了相应的实施措施。在我国零售业对外资全面开放这一新的背景下,论文具有一定的现实意义。更多还原

【Abstract】 Customer Relationship Management (CRM) is a new problem in enterprise management theory foreland and got broad attention of numerous experts and scholars. Nowadays people approximately focus the CRM research on two points of view: management and information technology. From the management point of view, CRM came of the Relationship Marketing theory. Although there are all kinds of definition about CRM, the connotation of CRM is concentrated in this three aspects: the customer value, the customer relationship value and information technology.CRM not only does well in helping the enterprise management the customer relationship, but also form the core competence of it. The good relationship of the enterprise by implementing CRM system will become the important strategic resources, and this kind of strategic resource will become the key resource of the core competence. The implementing of CRM will bring new core competence for the enterprise.Since the reform and open policy implemented, Chinese retailing has made great progress by studying foreign experience and exert herself, and several large-scale enterprises are welled up. Along with the interim of China retailing’ s entry into WTO is over, Chinese large-scaled retailing enterprises will face up ever stinging competitive environment, and the focus of the competition is customer. Compared with foreign retailing enterprises entered into China, many Chinese large-scaled retailing enterprises less competence.In recent years, with the rapid development of the information technology, CRM has been used in some Chinese large-scaled retailing enterprises, such as EDI and POS system. The usage of these systems have greatly advanced the sales level of Chinese large-scaled retailing enterprises, and made new retailingform such as supermarket gained greater strengths in competition. But the usage is remain simple and half-baked. To implement integrated and reasonable CRM project, Chinese large-scaled retailing enterprises will face up series of realistic problems, and also have more difficulties in implementing CRM.Although Chinese large-scaled retailing enterprises remain face up series of difficulties, faced up great market pressure, there are no other choices but to overcome these difficulties and make great efforts to seek CRM strategies fit itself.This paper use the customer value as masterstroke, and advance the core competence as respect, bring to bear strategic management and marketing theories, give priority to literature research, and make demonstration analysis as a complementarity, discuss some problems about CRM of Chinese large-scaled retailing enterprises, and proposed relevant implement measure. Under the new background of full-scale opening up of Chinese retailing, this paper has definite realistic signification.更多还原