摘要
在参考有关文献的基础上,从经营理念、管理机制和管理系统软件三个方面对CRM的概念重新进行了界定,并在此基础上对目前CRM的认识误区进行了分析。针对当前国内外CRM失败的现状,从企业的战略、CRM系统的定位、实施CRM的资源评估、实施CRM的效益风险五个方面分析了导致CRM失败的原因,并给出了相应的解决对策。
This paper defines CRM again from management concept,management mechanism and management system software based on some documents.This paper discusses the failure cause of CRM from its concept,enterprises' strategy,location,assessment,the analysis of Interest and risk of CRM,and gives some methods as to the present situation of CRM.
出处
《辽宁工程技术大学学报（社会科学版）》
2004年第5期518-520,共3页
Journal of Liaoning Technical University(Social Science Edition)
基金
国家自然科学基金(50174027)
关键词
CRM
客户关系管理
企业
经营理念
效益风险
资源评估
customer relationship management
enterprise's strategy
the enterprise civilization
the assessment of resources
the analysis of interest and risk
