网络经济环境下的客户关系管理

目       录

1、引言··························································· 03

1.1网络经济的产生·············································· 03

2、网络经济的特点················································· 03

   2.1大众化······················································ 03

   2.2个性化······················································ 04

   2.3针对性强···················································· 04

   2.4价值层层链接················································ 05

3、CRM产生和内涵················································· 05

   3.1 CRM的产生················································· 05

   3.2 CRM的内涵················································· 06

4、网络经济环境下的CRM··········································· 07

   4.1 CRM的核心——企业与客户的关系····························· 07

4.2 CRM追求的目标---保证客户终生价值和企业获取利润最大化·······09

   4.3客户资源是现代企业的主要资源之一····························12

   4.3.1整合资源促营销············································12

   4.3.2一条龙服务见效益··········································13

5、企业在应用CRM时有一些需要注意的地方························· 14

6、结束语························································ 15

6.1本文小节····················································15

6.2致谢词······················································15

参考文献: ························································17

内 容 摘 要

客户关系管理（Customer Relationship Management 简称CRM）的基本思想和方法，由来已久。然而，随着网络经济、知识经济的迅猛发展，人类进入了全新的网络经济时代。面对全球市场竞争的日益激烈，传统客户关系管理开始感受到不同寻常的冲击，人们在大量研究和实践的基础上对网络经济时代的CRM赋予了新的内涵。本文主要从CRM的核心、CRM的追求目标、CRM对客户资源信息的快速处理和分析这三个方面对CRM予以阐述,从而揭示出现代意义上的CRM内涵。

关键词：网络经济环境 客户关系管理