1、 毕毕 业业 论论 文文 浅析电子商务环境下客户关系管理 II 浅析电子商务环境下客户关系管理 摘要 随着互联网和计算机技术的迅速发展，人类已经进入信息时代，高速便捷的 信息传播与获取渠道早已进入社会生活的方方面面。对于现代企业来说，掌握客 户对于产品最新的需求很重要。企业的营销理念必须要从“客户围绕着产品转” ， 转变成“产品围绕着客户转” ，也可以说成功的客户关系管理是企业赖以生存的 基础之一。 电子商务的迅速发展为客户关系管理提供了一个可以实时了解客户信 息， 并为之提供所需产品的途径。 因此， 企业要想在激烈的竞争中立于不败之地， 对于自身来讲就要实事求是， 结合自身特点在电子商务大潮
2、中很好地运用客户关 系管理。 总之，本论文对电子商务环境下的客户关系管理的相关理论有了深入的研 究。在此基础上，论文分析了当前中国企业在应用电子商务客户关系管理上遇到 的问题。在借鉴了国外企业的成功经验的情况下，总结出我国企业提升电子商务 环境下的客户关系管理的对策及方法。 关键词：客户关系管理，电子商务，客户忠诚度，电子商务客户管理系统 III Analysis on Customer Relationship Management in the E-Commerce Environment Abstract With the rapid development of the Interne
3、t and computer technology, mankind has entered the information age. Fast and convenient channels used to disseminate and get information have been well into all aspects of social life. For the modern enterprise, grasping the latest demand of product from the customer is very important. The marketing
4、 concept has to be changed from “regarding product as the center” into “regarding customers as the center”. In other words, successful customer relationship management is one of the foundations of the survival of the enterprise. The rapid development of e-commerce provides customer relationship mana
5、gement a real-time way to understand the information of customers, and to provide the required product. Therefore, for enterprises, if they want to remain invincible in the fierce competition, they should have a good use of customer relationship management in a pragmatic attitude and combining with
6、their own characteristics while they are surfing in the e-commerce environment. In summary, the thesis has made an in-depth study of theory of customer relationship management in the e-commerce environment. On this basis, the thesis has an analysis of the problems encountered while using customer relationship management in e-commerce environment. Learning the successful experience, it summed up measures and strategies to upgrade the CRM of Chinese enterprises in the e-commerce environment. K
