一、客户关系管理理论简介客户关系管理(Customer Relationship Management,简称CRM)由20世纪80年代初期接触管理(Contaet Management)延伸发展而来,接触管理即指收集客户与公司联系的所有资讯,强调服务功能的客户关怀(Customer care)。进入电子信息化时代后,CRM 有了更大的应用与发展空间,进一步延伸到应用信息科技进行整合规划、营销与客户服务,为客户提供量身订做的服务,以提高客户忠诚度和公司效益。世界著名咨询公司麦肯锡公司将 CRM 定义为持续性的关系营销 I. INTRODUCTION TO THEORY OF CUSTOMER RELATIONS MANAGEMENT Customer Relationship Management (CRM) is an extension of Contaet Management in the early 1980s. Contact management refers to the collection of all the information that customers connect with the company, emphasizing that the service Functional customer care. After entering the era of electronic information, CRM has a greater application and development space, further extended to the application of information technology integration planning, marketing and customer service, providing customers with tailor-made services to enhance customer loyalty and the company benefit. McKinsey & Company, a world-renowned consulting firm, defines CRM as a continuous relationship marketing