客户关系管理不是营销的一个组成部分,更不是简单的销售善后工作,而是贯穿整个营销过程的战略主线。所有营销,从出发点上看,都是以客户为中心。但由于对客户的理解有差异,在现实中存在很大偏差。客户是指购买企业产品或服务的个人或企业组织。同时也包括企业的内部员工、代理商、分销商等合作伙伴,以及企业价值链中的上下游伙伴,甚至竞争对手(比如贴牌商)。也就是说,客户不仅仅指消费者,而是任何与企业经营有关系的个人或组织。 Customer relationship management is not an integral part of marketing, nor is it a simple marketing afterthought, but a strategic thread that runs through the entire marketing process. All marketing, from the starting point of view, are customer-focused. However, due to the different understanding of customers, there is a big deviation in reality. Customer refers to the person or business organization that purchased the enterprise product or service. It also includes corporate employees, agents, distributors and other partners, as well as upstream and downstream partners in the enterprise value chain, and even competitors such as OEMs. In other words, customers refer not only to consumers, but to any individual or organization that has a relationship with the business.