论文部分内容阅读
在过去的10年中,西方多数的大企业都推行企业资源计划（以下简称ERP）。简而言之,ERP就是结合企业已有的数据,更好地管理它们在金融、需求、物流、人力资源和订货方面的经营活动。其目的是降低成本、压缩运送时间、减少冗员和存货、改进客户服务。为了达到提高利润的目的,公司首先必须从其客户和销售活动中积累信息,并把它们存入一个不断更新的数据库。 数据库营销 数据库营销的基本原则非常简单: ——如果营销活动是由客户驱动而不是由产品驱动,那么营销的效率会更高 ——公司现在和过去的客户数据资料对于设计未来产品和市场营销的计划都是非常宝贵的 ——公司的业务前景很大一部分将取决于已经购买其产品的客户 ——品牌忠诚度将越来越重要
In the past 10 years, most western large enterprises have implemented enterprise resource planning (hereinafter referred to as ERP). In short, ERP combines the data the organization has with it to better manage its business activities in finance, demand, logistics, human resources and ordering. The goal is to reduce costs, reduce shipping time, reduce redundancy and inventory, and improve customer service. For the purpose of increasing profits, companies must first accumulate information from their customers and sales activities and deposit them in an ever-updating database. The basic principles of database marketing database marketing are simple: - Marketing is more effective if it is driven by the customer rather than the product - Data about the company's current and past customers Data for designing future products and marketing Plans are invaluable - a great part of the company's business prospects will depend on who has already purchased their products - brand loyalty will become more and more important