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在现代市场竞争中,随着企业生产技术和生产效率的提高,产品的技术差异和质量差别愈来愈小。市场竞争的焦点已不再是产品本身,而是以争夺客户为竞争目标,以提高客户价值的增值服务为手段。在某种意义上说,企业竞争的成败关键是在客户关系的管理上。客户关系管理一方面通过提供更快捷和周到的优质服务吸引、保持更多的客户;另一方面通过对企业业务流程的全面管理来降低企业的成本。特别是在当前全球金融危机的形势下,客户关系管理就显得尤为重要。
In the modern market competition, with the improvement of production technology and production efficiency of enterprises, the technical differences and quality differences of products are getting smaller and smaller. Market competition is no longer the focus of the product itself, but rather compete for customers as a competitive goal, to enhance customer value-added services as a means. In a sense, the key to the success or failure of business competition lies in the management of customer relationship. On the one hand, customer relationship management can attract and retain more customers by providing more efficient and thoughtful service; on the other hand, it can reduce the cost of the enterprise by comprehensively managing the business process. Especially in the current global financial crisis situation, customer relationship management is particularly important.