淘宝网客户关系管理应用研究.doc

中文摘要 客户关系管理(Customer Relationship Management,CRM)是一个不断加强与顾客交流，不断了解顾客需求，并不断对产品及服务进行改进和提高以满足顾客的需求的连续的过程。其内含是企业利用信息技术（IT）和互联网技术实现对客户的整合营销，是以客户为核心的企业营销的技术实现和管理实现。客户关系管理注重的是与客户的交流，企业的经营是以客户为中心，而不是传统的以产品或以市场为中心。为方便与客户的沟通，客户关系管理可以为客户提供多种交流的渠道。与此同时，，本文也从客户关系管理角度对淘宝目前的现存问题进行的分析，并对淘宝所做出的优化和发展措施进行了评价。通过对淘宝成功战略措施和运营模式的分析，可以看出CMR的应用对其产生了重要的影响和意义。而随着经济环境的发展和变化，CRM理论也在惊行不断地更新和调整。本文研究的主要创新之处体现在：选取网络购物行业内最具有代表的淘宝网为研究对象，深入分析了其现状和运营模式，对其客户关系的特点进行了概括和总结，对其客户关系管理的战略和优化措施进行了全面的评价。希望通过本文的研究不仅为目前正在从事电子商务的企业，更为其他不同领域企业提供建设CRM的推动力及实施CRM的战略指导。本文主要通过图书查询、网上搜寻等方法收集资料，采用了理论研究与实证研究分析相结合，综合分析和逻辑归纳相结合的方法进行研究。 关键词：客户关系管理 网络购物 淘宝 ABSTRACT The client relashionship management was born with the renovation in economic environment and management philosophy, which brings lots of value to business management.Its intension is to help enterprises build up and improve the core competitiveness. This thesis is based on the successful operation in practice of ,probed its current status and market competitiveness. At the same time, this thesis analyzed issues taobao is facing from the perspective of CRM and evaluated taobaos optimization and development solutions. The application of CRM is important to taobao through the analysis of its successful stategy and operation model. CRM theory evolves and develops with the progression of economy. The innovation of this thesis mainly includes: select taobao which is the typical case in on-line shopping industry as the objective for research, thoroughly analyzed taobao’s current status and operation model,summarized the characteristic of taobao’s relationship with its client, and evaluated and assessed its CRM not only to enterprises who are conducting electric commerce business but also to enterprises in other industries. KEYWORDS: CRM ONLINE-SHOPPING TAOBAO 1、概述 1.1 研究背景及意义 随着当前社会科学技术的飞速发展和日益激烈的市场竞争使得越来越多的企业强烈地感觉到客户资源将是企业在当前激烈竞争中获胜的重要法宝。企业开始转向客户拓展、客户竞争，进入以客户为中心的新型管理时代，这主要是因为：市场激烈竞争的结果使得现代企业的竞争优势已不仅仅是产品本身，先进的服务手段和到位的售