【作者】 张庆武；

【导师】 郭东强；

【作者基本信息】 华侨大学 ， 企业管理， 2002， 硕士

【摘要】 在新经济时代，企业外部经营环境是一种不断变化的动态过程。企业面临的竞争压力也越来越严重：首先，消费者消费倾向的变化越来越令企业难以捉摸。其次，卖方市场向买方市场转变，消费者在与企业的较量中占有主动，而消费者的需求是企业生存与发展的基础。第三，Internet的广泛应用，电子商务的兴起与快速发展，使企业的销售渠道、营销方式、客户服务模式等面临着新的变革与创新。第四，加入WTO后，企业要面对国内、国际同行业的激烈竞争。等等的这一切，都对企业的核心竞争力提出新的思考。 CRM的到来为企业带来新的曙光。在客户资源日益成为企业的一项无形资产时代，通过管理客户以获取企业新的竞争力，无疑是一种新的竞争战略思维，由此带来的是一种以客户为中心的新的商业模式。CRM的出现为我国企业找到了新的竞争手段。 就整体性的CRM而言，它既是一种管理思想，又是一个解决方案，同时也是一套应用软件系统。由于我国企业管理比较落后，基础设施相对缺乏，对CRM系统的认识又不够充分，所以从理论上对CRM的构造、实施条件、实施步骤等进行分析探讨，有助于排除企业的困惑，也可避免企业的盲目投资，提高企业的资金使用效率。 本文正是站在战略管理的角度，以CRM的“以客户为中心”的管理理念为基础，以信息化的企业外部环境为出发点，系统地探讨了CRM的相关理论、概念，研究企业在CRM项目的建设实施过程中应进行的必要变革和管理创新，探讨CRM方案实施的条件、步骤，对一些理论方法在CRM方案制定中的运用进行了研究，并就上海通用汽车公司的实例进行了分析。文章的最后，作者对CRM的发展展望提出了一些看法。更多还原

【Abstract】 In the new economic era, the external operating environment of enterprises is a dynamic process for continuously changing. The competition pressure that enterprises face becomes higher and higher. Firstly, the change of consumption trend makes it more and more difficult for enterprises to ascertain consumers demand. Secondly, as sellers’ market is transformed into buyer’s market, consumers are in dominant position in the struggle between them and enterprises, and consumers demand becomes the basis for the survival and development of enterprises. Thirdly, because of the wide use of internet and high-speed development of e-commerce, the sale channel, marketing model and consumer service pattern of enterprises are faced with a change and new ideas. Fourthly, after China’s entry into WTO, Chinese business must face fierce competition from domestic and international ones of the same trade. All of these invite enterprises to take a new way of thinking of their core competition power.The coming of CRM(Customer Relationship Management), brings new dawn to enterprises. In the times when consumers’ resource is increasingly becoming intangible assets to enterprises, it is undoubtedly a kind of new strategic thought for enterprises to obtain a new competitive power through managing customers. As a result, it brings a new customer-oriented business model. So Chinese enterprises find a new competitive means because of the emergency of CRM.As far as the whole CRM is concerned, it is not only a kind of management thought, but also a solution scheme. It is a set of application software system as well. Owing to the backward management, lack of infrastructure and experience of CRM system, it will be helpful for company to solve their puzzles, to avoid blind invest in CRM, to raise fund operation efficiency, when Chinese enterprises analyze and approach CRM in theory about its structure and implementation conditions and procedure.Based on the customer-oriented management concept and the external informatization environment of enterprises, this dissertation makes a systematic study of the related theory and concept of CRM in the angle of strategic management. It also makes a research of the necessary change and managerial innovation during the construction and implementation of CRM project, discussing the condition and procedure of carrying out CRM plans and researches into some theoretical methods used in working out CRM plans. Besides, it makes an analysis of the Shanghai GM Co. as a living example. At the end of this dissertation, some opinions on development prospects of CRM are posed.更多还原