论文部分内容阅读
一、前言 当前,许多企业很注重新市场的开拓、新顾客的获得,但往往忽略了原有的客户群。结果费尽心思的赢得了新顾客的同时,原有的顾客却流失了,管理学中将这种现象称为“旋转门效应（Revolving-door Effect）。IBM的经验也显示,争取到一个新顾客的成本至少六倍于挽留一个老顾客。这些都说明,在一个经营竞争激烈,产品差异缩小的大环境下,重视顾客关系对于企业的生存和发展是多么的重要。 二、CRM的演变历程 顾客关系管理（Customer Relationship Management,简称CRM）,最早开始于美国。从其演变的历程上看,80年代初期就出现了“接触管理（Contact Management）”的思
First, the preface At present, many enterprises pay great attention to the development of new markets, new customers, but often overlook the original customer base. As a result, a new customer has been struggling to win new customers, while the original customer has been lost, a phenomenon called “Revolving-door Effect” in management studies. The experience of IBM also shows that it has won a new lease of life Customers at least six times the cost of retaining an old customer all of these shows that in a highly competitive business, product differentiation narrow environment, the importance of customer relations for the survival and development of enterprises is how important .Two, the evolution of CRM Customer Relationship Management (CRM) first started in the United States. From the evolution of the course, in the early 1980s, “Contact Management”