我国客户关系管理研究的紧迫性和方向分析

1,2,1(1.,710049;2.,100044):(CRM).,.,,,.:;;:F27:A:100729807(2002)04200882070,(customerrelationshipmanagement,CRM).,:,,;,,;,.:,,.,,:([1]),,,..,CRM,.1(CRM),:,,,.,[2],[3,4],.,,..,.,,..5420028JOURNALOFMANAGEMENTSCIENCESINCHINAVol.5No.4Aug.,2002:20010426;:20020330.:(96JA0801).:(1974-),,,..,,..,,,.,,..,:,,[5].,.,,ERP,.CRM,:CRM(callcenter)(datawarehouse).CRM1.1CRM984:CRM:.(CTI)(IVR),.,,,,,,OLAP,CRM.(ERP).2,.:1).,,,:,,.,,,,.,,.,,,,[6],,.2).,:,.,,.,.,[7].,.,[8].3).,,,.,,,,,.4).,,,,[9].,,[10].,,,.3,,.,.,,.3.1,1),.,,.,.,,.,,,.0920028,,,,,,,.,,,,,,.2),.2080,,,.2000,,,.,,,..,,,,,,,,.3.2,1),,,.,,,.,,,,,.,,,,,,,.,.,.,,.,.,,,,,.,,,,,.,,,,,,.2),.2090,.,.,,,,,,,,,.,,,,.,,.,,,,.,,.194:,,.3),,,.2090,,,,.,(),.,,,.,.,,.,,,,,.,,,.,,.,,,.3.3,,,,,.,,,,,.,,,,,,,,,,.,,.,2090,,.,,,,.,,,;,,,;,,.,..,,.,,,,.3.4,,,,,.,2080,,,,.,,.2090,,,,2920028.,,,,.,[11],.,,,,.,,.,,,,.,,,,.,,.,,,.,.,,,.4(CRM),,,.,:,.,:.,,.,,[12,13];,[14],;2,[15],...CRM:CRM.,CRM,CRM.CRM.CRM,,CRMCRM.,.CRM.,CRM:,..,,,,,,,,.5,,:,.,,:394:,.,,.,.:,,.,,.:[1]RashiGglazer.Marketinginaninformation2intensiveenvironment:Strategicimplicationofknowledgeasanasset[J].JournalofMarketing,1999,(10):1-19[2][].[M].:,2001.2[3]DonPeppers,MarthaRogers,BobDorf.Isyourcompanyreadyforone2to2onemarketing[J].HarvardBusinessReview,1999,(1):151-160[4].CRM[J].,2000,8:69-71[5]ReillyRF,SchweihsRP.Valuingintangibleassets[M].NewYork:McGraw2Hill,1999.341[6]JohnJS,BensonPS.Seekingcustomers[M].Boston:HarvardBusinessSchoolPress,1993.137-155[7]AngusJekinson.Valuingyourcustomers:Fromqualityinformationtoqualityrelationshipthroughdatabasemar2keting[M].Guildford:BiddlesLtd.,1995.71[8]FrederickFR.Theloyaltyeffect:Thehiddenforcebehindgrowth,profits,andlastingvalue[M].Boston:Har2vardBusinessSchoolPress,1996.225[9]ReichardB,BarryL,SteveS.Crackingthevaluecode:Creatingthevaluecode[M].NewYork:HarperCollinsPublishersInc.,2000.15[10]RobertFR,RobertPS.Valuingintangibleassets.NewYork:McGraw2Hill,1999.338-362[11].:CS[M].:,1998.13-18[12]MichaelHS.Valueandstrategy:competingsuccessfullyinthenineties[M].NewYork:QueRumBooks,1992[13]JamesCA,JamesAN.Businessmarketing:Understandwhatcustomervalue[J].HarvardBusinessReview,1998,(5):53-67[14]AngusJ.Valuingyourcustomers:Fromqualityinformationtoqualityrelationshipthoughdatabasemarketing[M].Guildford:BiddlesLtd.,1995[15]AlanWHG,LeonardAS.Realizeyourcustomers’fullprofitpotential[J].HarvardBusinessReview,1995,(4):59-72EmergencyanddirectionsforCRMinChinaQIJia2yin1,HANXin2min2,LIHuai2zu11.SchoolofManagement,XianJiaotongUniversity,Xian710049,China;2.ChineseAcademyofMachinaryScience&Technology,Beijing100044,ChinaAbstract:Customerrelationshipmanagement(CRM)isafocusofmanagementresearchtoday.Muchadvancedworkisdoneabroad,andsomeofitsimplementationarecarriedoutalso.However,thecorrespondingresearchworkonCRMinChinaisdelayedtothespecialdevelopmentofChina’se2conomy.BasedonthediscussionofCRM’sdefinitionandadvantage,theauthorsanalyzetheimpor2tanceandemergencyforChinatocomeupwiththeinternationalimplementationofCRM.Also,sev2eralfutureCRMresearchdirectionsforChinaareputforward.Keywords:customerrelationshipmanagement;value;strategy4920028