CRM在电子商务环境下的应用

华中科技大学硕士学位论文CRM在电子商务环境下的应用姓名：蔡铁军申请学位级别：硕士专业：工商管理指导教师：欧阳明德20050401II21WTO--(CRM),CRMCRMCRMCRMCRMCRMCRM,,,IIIAbstractAtpresent,Chinanowisgettingthecombinationwiththeglobaleconomy,thecompetitionChineseenterprisesarefacingwillbemoreandmoreacutealongwiththeChina'senteringintoWTO.ThereisnodoubtthatCRM,asaadvancedmeansofcombinationofthetechnologyofmanagementandIT,willmakeagreatcontributionstoimprovethecompetitiveabilityoftheenterprises.Thispaperisbasedonthefoundationthatisexplainedtotherelationbetweentheconceptsofe-business,informationmanagementandcustomer'sinformationmanagement.Italsoanalysesthenecessityofmanagementofcustomerrelationine-businessandrelevantinformationtechnology.ThendiscussCRM,thepresentadvancedthoughtofcustomermanagementinconcept,systemstructureandimplementmethod,etc.ThispaperanalysesdifficultyandproblemfacedtotheimplementationinCRMoflargeandmedium-sizedenterpriseandgivessomeconcernedsuggestions.Meanwhile,thethesisdescribestheinternationalandinternalCRMimplementsituationdetailedlyandgivessomemaindifficultproblemswhileCRMbeingusedinourcountry.Howtosolvetheseproblemsbecomesaimportantpartofthispaper.WhatenterpriseshouldtrytograspifitwantstomakeitsCRMsuccessfularealsointroducedinthischapter.Keywords:E-businessCRM,individuationI2005426(“”)20054252005425111.1()CRM--CRM(CustomerRelationshipManagement,)1.221WTO--2CRMCRMCRMCRM1.31.3.1(1);(2);(3);1.3.2CRMCRMCRMCRMCRMCRMCRMCRMCRMCRM322.1CRMCRM(CustomerRelationshipManagement)GartnetGroupHurwitGroupCRMCRMCRMCRM[21](1);(2);(3)4CRMCRMCRMCRM[11]2.22.2.11911--1998200(49000)158[18]()2.2.252.3CRMCRMCRMCRMeCRM[19]CRMCRMCRM:CRM(1)()(2)(3)2-16()CRM,CRMCRMCRMCRM(Marketing)(Sales)(Service&Support)CRMCRMCRMCRMCRMCRMCRM2-1CRM7[21]833.1(E-Business)(Internet)(Extranet)(Internet)[7],()(OEDC),,Internet(GIIC),(Internet)()9InternetIBMIntranet(BusinesstoCustomerB--C)(BusinesstoBusinessB--B)B-BB-C[3]3.2CRMeCRMCRMCRMCRMCRMeCRMCRMCRM,CRM[31]1)CRMCRMCRMCRM2)CRMCRMCRMCRMCRM10CRMCRMCRMITCRM3.3(massproduction)(masscustomization)CRMCRM113.3.1eCRMeeCRM[35]InternetCD,CDCDCD123.3.2eCRMeCRMCRM“e”eCRMCRMB/S(Brower/Server)CRMeCRM“e”“”“e”eCRMeCRMSMSWAPLiveChateCRMAmazoncookie1)ABCAeCRM13LiveChat2)“”2000eCRMeCRM3)/eCRM4)eCRMeCRMeCRM14eCRMeCRM[35]154CRM4.1CRM4.1.1ITIT[45]1994www.dell.com19961995PowerEdgewww.dell.com84282910www.dell.com,www.dell.com161)1989-19942080FTP19946www.dell.com(e-mail)1996-1998199620019961210019981200www.dell.com1998--2)www.dell.comwww.dell.com1719953)4)E-mail185)DellDell8”6),IT4-1194-1/xxxxxxFCOxxxxxxTAMTAMTAM207x24/7x247x24117x247x247x247x2430xxxx7x244.1.2HPHPIT2005131HP818HP500115002412HPHP[46]1)ITPCITITIT21IT20020000210IT510102)22e@Call-centerHP--eCRMHP--e-CallCenterHP--e-Call—Center42005020050WebCallCenter3)Web(),360,,,,(,,,……),,,24x7x3654.2CRM4.2.1WTOIBMCRM1)50%15.223ITITCRM,76622)CRM:800:24CRMIBM3)IBMIBMIBMCRM4CRM.254)CRMCRMSGM4.2.21)262)275CRMCRM,20%,80%,CRM,/,4.34.3.1CRMCRM4-2284-2CRMITIT,CRMCRMITCRM4.3.2CRMCRM1)CRMCRM2)3)294)5)InternetCRM6).CRMCRM(1)(2)(3)(4)(5)(6)CRMERPCRM305CRM5.1CRMCRM64%CRMCRM15%CRM21%CRMCRM[33]CRMJ.D.EdwardsCRM150ITCRMCRM,CRM26%49%91%CRM94%CRMCRM91%CRM78%CRM[33](100)1001085%CRM?:37%;26%CRM;24%31;8%CRM;5%CRMCRMCRMCRM[32]5.2CRMCRMCRMCRMCRMCRMCRMCRMCRM[33]1)CRMITITITERPITEPRITITIT2)CRMCRMCRMCRM90%CRMCRMCRM3)CRMCRM32CRMCRMCRMCRMCRMCRM4)CRMCRM?????CRM5)CRMCRMCRMCRMCRMCRMCRMCRMCRM5.3CRMCRMCRMCRMCRM1)33CRM,2)CRMCRM3)CRMCRMCRMCRMCRMCRMCRMCRMCRM4)CRMCRMCRMCRM345)CRMCRMCRMERPCRMCRM6)CRMCRM7)CRMCRMITCRMCRMCRMCRMCRM35CRMCRMCRMCRMCRMCRM(CRM)CRMCRM36[1]..:2001.(2)[2],,..2001(1):14-178.[3],.1999.4:88-135[4],.1999:103-155[5],.:2000.1:78-102[6],.:2000[7].http://www.cp1288.net/old/xwis/dzxw12.htm.2003[8]Malhotra,Yogesh.KnowledgeManagementfortheNewWorldofBusinessTheJournalforQualityandParticipation;Cincinnati;1998,21(4)[9].Web.2001(1):[10].Internet.2000.3:61-63[11]..:1999(5)35-80[12]..2002.228-340[13]PieterMimno,Mimno,Myers&Holum.SuccessfulReal-timeBusinessAnalytics:ADataWarehousingStrategy2002.9:1-22[14].Web.2000(7)[15].Internet.2001(3)[16].CRM.:2002:201-223[17].CRM.2001(1):28-31[18].CRM:.2001(8):50-53[19]Oracle.200010[20].:2002:45-48[21].CRM.2000(7)189-231[22].Web.20012437[23].CRM.2001(10)[24]..2001(6)[25].Web.2001(5)[26].http:/www.niec.org.cn/xxhlt/lt03O3lO-1.htm(2003528)[27]CRMhttp://www.e-works.net.cn/ewkarticles/cateizorv38/article5333.htm(2003618)[28]..2000(12)[29].(ERP)SCM,CRM.:2002168-243[30].CRMERP.2001(18)[31]Internethttp://www.e-works.net.cn/glxt/erm54.htm(200365)[32]CRM,www.yesky.com/20011116/205471.htm(2003618)[33],500CRM--.200178-120[34]:.http://tech.sina.com.cn/tv/review/media/2000-05-24/26144.shtml2000/05/24[35]FrederickNewelltheNewRulesofMarketingHowtouseone-on-onerelationshiptobeleaderinyourindustryMcGraw-Hill,Inc.1997[36]RonaldS.SwiftAcceleratingCustomerRelationshipsUsingCRMandRelationshipTechnologies,PrenticeHall,2000/9[37]PeterKeenandMarkMcDonaldTheProcessEdgeCreatingCustomervalueandBusinessWealthintheInternetEra,ThomsomInformation/PublishingGroup.1999[38]AmritTiwana,MilesWilliamsTheEssentialGuidetoKnowledgeManagementE-BusinessandCRMAppli