在电子商务环境下的动态客户关系管理策略外文翻译

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1、中文 4455 字 毕业论文（设计） 外文翻译 标题： Dynamic Customer-Relationship Management Model in Electronic Commerce Environment 原文： Abstract: With the development of information technology, Electronic Commerce is changing the way of management in enterprise, lifestyle of family and people. Under Electronic Commerce,

2、market-management, sale-management and customer-relationship of enterprise are substantially different from those of traditional commerce. This has created a significant challenge to enterprise management. The marketing strategies of Electronic Commerce （ e-commerce） have really changed. The Custome

3、r-Relationship Management Model established under e-commerce can help enterprises to reduce costs, enhance partners cooperation, attain the desired customer value, and promote enterprise competition. Therefore, we regard Relationship Management as the greatest change that requires a fresh approach t

4、hrough a new model. The paper analyzes the relation between customer-relationship management in traditional circumstances and that in e-commerce environment, and expatiates on characteristic of customer-relationship management under e-commerce. On the basis of the analyses, the paper studies the mod

5、el of Dynamic Customer-Relationship Management before sale, during sale and after sale in the enterprise. Keywords: Dynamic customer-relationship management； enterprise competition； E-commerce； model； business-to-customer. 1 Introduction Customer Relationship Management (CRM) has become a focus of m

6、arketing academic circles and corporation community. Around the world, research on CRM originated from “Contact Management” in the earlier 1980s. Until the earlier 1990s, researchers have become aware of “Customer Care” based on the telephone service center and supporting material analysis. Afterwar

7、ds, researchers have focused on customer-maintaining whose purpose is to manage Customer Relationship effectively. With standardizing of application of CRM in the domestic enterprises, domestic researchers have come to focus on CRM, some higher level research achievements have emerged continuously,

8、but these research achievements are related to customer relationship based on Business-to-Business (B2B) which centers on identifying of enterprise-customer and its maintaining, not focuses on the customer relationship based on Business-to-Customer (B2B) which is the relationship between business an

9、d other customers, for example, employees, shareholders, ultimate customers, other cooperation partners, especially ultimate customers. One-to-one marketing based on the mode of B2B has presented a good application prospect in a walk of life. For example, “common customer flight plan” in aviation in

10、dustry and “golden card project plan” in a health club are all tactics of customer relationship management made in the light of ultimate customers, whose purpose is to maintain stable long-term relation with the customers to attain “bilateral win” or “multilateral win”. As to research methods, most

11、of research achievements on CRM are quantitative and static, less pointing out clearly how to make marketing decision and how to implement customer relationship strategy. The reason is that the profit resulted from these research achievements is insufficient for making up for the huge cost of collec

12、ting and conserving database. There is lack of the research on customer-relationship management based on quantitative and static conditions under the Mode of B2C. Customer Relationship Management cant work without all kind of knowledge about employees, customers and cooperative partner. Therefore, i

13、t is very important to research dynamic customer-relationship management based on knowledge management under the mode of B2C. On the basis of analyzing characteristic of trading between enterprise and ultimate customers under the mode of B2C, the paper addresses the mode of dynamic customer-relation

14、ship management based on knowledge management, and points out the guiding meaning about the enterprise CRM practice and the future research direction. 2 General Issues and Concepts. Relationship Marketing and Customer-relationship Management Most relationship marketing definitions stress the need to

15、 develop long-term relationships with customers and sometimes other stakeholders (Galantines, 1994； Gringos, 2000). Jackson published an insightful book and an article on business-to-business marketing (B2B) in 1985 (Jackson, 1985) where she defined relationship marketing by contrasting it with tran

16、saction marketing. From her comprehensive study she drew a general conclusion that building long-term relationships through relationship marketing should sometimes be the preferred strategy for the industrial seller, but sometimes transaction marketing, the one-shot deal with a short-term perspectiv

17、e should be preferred. She argued that it all depends on the situation. Et al. (1997) identified four types of marketing in their research. One is transaction marketing, but the others have a relational content: database marketing (information exchange with the help of IT)； interaction marketing (fa

18、ce-to-face or ear-to-ear interaction)； and network marketing, as essentially (but not solely) a B2B phenomenon where networks of relationships are built with a large number of stakeholders. CRM is the values and strategies of relationship marketing - with particular emphasis on customer relationship

19、s - turning into practical application. The implementation steps used in one-to-one marketing summarize well what is needed to practice relationship marketing: identify individual customers and establish how to reach them； differentiate the customers with regard to values and needs； interact with th

20、e customers efficiently and effectively； customize your offerings； and, finally, in the process of doing this, build learning relationships with your customers through dialogue (Peppers and Rogers, 1999； First, 2000； Newell, 2000). 3 Characteristics of Customer Relationship Management under Electron

21、ic Commerce 3.1 Similarity between Electronic Commerce and Traditional Business 3.1.1 Identified Purpose Despite customer relationship management under electronic commerce is superior to that in traditional business, the identified purpose of electronic commerce and traditional business is how to satisfy customers demand and desire, just customer