客户关系管理(CRM)是企业提高客户满意程度,从而加强竞争优势的重要手段,是企业管理理论和运作实践的结合。本文在回顾客户关系管理理论研究与实践应用同步发展的基础上,提出了客户关系管理理论与实践发展的机理,揭示了发展与实践存在差距及其原因,并展望了客户关系管理未来的发展前景。 Customer relationship management (CRM) is an important means for enterprises to improve customer satisfaction and thus enhance their competitive advantage. It is a combination of business management theory and operational practice. On the basis of reviewing the synchronous development of the research and practice of customer relationship management, this paper puts forward the mechanism of the development of theory and practice of customer relationship management, reveals the gap between development and practice and its reasons, and prospects the future development of customer relationship management .