摘要
建筑市场竞争的加剧使施工企业的利润减少,越来越多的企业开始把利润放在客户资源开发和客户关系的整合上。从建筑施工企业的角度界定了施工企业的客户、客户关系、客户关系生命周期和客户关系管理的相关概念,从交易成本理论和差异化战略两个角度分析施工企业实施客户关系管理的必要性,根据客户关系的生命周期建立了施工企业客户关系管理的过程模型。该模型旨在帮助施工企业在各个阶段更好的满足客户需求,规避客户风险,提高客户满意度。
The profit of construction enterprises is reducing because of the competition in the construction market.The construction enterprises get the profit from the development of client resources and the integration of client relationships.The concepts were defined from the view of construction enterprises,including client,client relationships,and Customer Relationship Management（CRM）.The necessity of implementing the CRM was analyzed from the aspects of transaction cost theory and differentiation strategy.The CRM process model was established according to the customer relationship life cycle,which helps the construction enterprises to meet the client＇s need,avoid risks,and improve the customer satisfaction in every stage.
出处
《工程管理学报》
2011年第2期230-234,共5页
Journal of Engineering Management
关键词
建筑施工企业
CRM
客户关系生命周期
CRM过程模型
construction enterprise
customer relationship management
customer relationship life circle
CRM process model
