摘要
客户关系管理(CRM)的基本思想与理论起源于20世纪八十年代初西方经济发达国家,其概念、理论与CRM软件于九十年代初被引入我国,并得到国内许多企业的广泛重视和应用,由于受到客户关系管理理论本身、CRM软件开发与实施、企业营销环境和营销管理状况等诸多方面因素的影响,CRM软件作为一种舶来品,其在我国企业的导入过程中,存在着较高的失败率和一些急需解决的问题。本文就我国企业导入CRM及失败的成因进行初步探讨。
The principle and theory of customer relations management (CRM) was originated from the West in 1980's and was introduced into Chinese enterprises in 1990's, with a great emphasis on as well as a wide application of it by Chinese enterprises. However there have been very few enterprises benefited form this technique. The author argues that the possible reasons are the immaturity of CRM theory itself, the slowly developing process of CRM software, the different marketing context and marketing management. This paper thus is aimed to make a preliminary analysis of the factors contributing to the failure of applying CRM into Chinese enterprise and put forward some solutions for certain urgent matter.
出处
《西安财经学院学报》
2004年第1期57-60,共4页
Journal of Xi’an University of Finance & Economics
