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本文探讨了客户关系管理(CRM—Customer Relationship Management)的基本理论以及实施步骤,并对客户关系管理在我国企业的应用情况进行了分析。指出我国在客户关系管理应用方面还存在着诸如管理观念更新慢、调整组织结构和业务运作流程重组难、ERP系统不完善、技术支持力度不够、资金短缺等方面的问题。针对这些问题提出了具体的办法和措施,包括提高管理理念的认识,加大技术支持力度,选择合适的主攻目标,把握实现CRM的关键因素四个方面,并以此指明了CRM的中国改革之路。
This article explores the basic theory and implementation steps of CRM-Customer Relationship Management, and analyzes the application of CRM in our country’s enterprises. It points out that there are still some problems in the application of customer relationship management in our country, such as the slow update of management concept, the difficulty in reorganizing the organizational structure and business operation process, the imperfect ERP system, the insufficient technical support and the shortage of funds. Specific measures and measures are put forward for these problems, including raising the awareness of management philosophy, increasing the technical support, selecting the appropriate main target, and grasping the four key aspects of achieving CRM, and pointing out that the reform of China’s CRM road.