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1991~1994年,IBM公司连续三年利润和营收出现负增长,市场份额和企业形象下降,为求生存,IBM公司引进了具有创新性的企业再造工程.围绕市场营销战略和策略的重整,采取了组织结构改造、目标市场重新定位、改进市场营销方式、引入客户关系管理流程等一系列措施,终于从1994年底起重新增长并盈利,1995~1997年连续三年营业额及利润均创历史新高.该文试对此作一初步的分析.“,”From 1991 to 1994, IBM suffered from a signicant loss in both profit and revenue, as well as a decline of market share and CI. To survive, IBM introduced reconstruction. Aligning with the restructuring of marketing strategy, IBM implemented reorganization, re_focus on target market, reform marketing promotion and deploying CRM, etc. Because of the renovative reconstruction, since the end of 1994, IBM has enjoyed positive growth, with record high revenue and profit each year. This paper will provide a ...