摘要
与客户保持持久的关系是企业客户关系管理的重要目标。目前的CRM理论所强调的基于价值的客户细分和客户忠诚培养的策略,在不确定的市场环境、客户需求和企业能力的条件下不一定有效。通过对客户关系的本质内涵和客户关系管理的主观意图的比较,概括了客户关系中不确定性的三方面表现形式和四种体现类型,并分析了在不确定条件下客户价值循环、客户忠诚理论和企业营销资源投入的可靠性。
It is an important target for firms to keep the durable relation with customers in their project of Customer Relationship Management. Under the uncertain situations of market environment, customer requirement and enterprise competence, the policies of customer relationship segmentation and customer loyalty based on the customer value are not always available, which has been emphasized by the current CRM theories. By comparing and analyzing the essential connotation of customer relationship and the subjective intention of CRM, this study describes three aspects and four characteristics of uncertainty in the customer relationship, and analyzes the reliability of the customer value circulation, the customer loyalty theories and the enterprise resource devotion under the uncertain conditions.
出处
《商业经济与管理》
CSSCI
北大核心
2006年第4期47-52,共6页
Journal of Business Economics
基金
国家社会科学基金"企业危机预警系统的创建"(03BJY090)资助
关键词
客户关系管理
不确定性
关系可靠性
管理策略
customer relationship management
uncertainty
relationship reliability
management policies.
