E-CRM价值分析及效用研究.PDF

The Conference on Web Based Business Management Study on the Value and Utility of E-CRM Kai Xiong Business School, Jianghan Universtiy, Wuhan, China, 430056. e-mail: xkyx@ Abstract: E-CRM is a Web-based customer relationship management system with the development of e-commerce. It has many advantages including improving channel efficiency, reducing operating costs, opti- mizing decision support, and integrating system functions and so on. In the context of electronic commerce, the client values of E-CRM include customer purchase value, customer information value, customer knowl- edge value, customer word of mouth value, customer focus value, and customer image value. Through the implementation of E-CRM, business not only can improve the level of customer data integration, data sharing and effective use, but also can more easily interact with customers to communicate and meet customers’ per- sonalized demands so that make potential customers values maximize, ultimately realize the maximum of the enterprise interests . Keywords: E-CRM; customer value; utility E-CRM 价值分析及效用研究 熊 凯 江汉大学商学院，武汉 中国 430056 E-mail: xkyx@ 摘 要：E-CRM 是随着电子商务的发展而产生的一种基于网站的客户关系管理系统。它具有提高渠道 效率、降低营运成本、优化决策支持和整合系统功能等优点。在电子商务背景下，E-CRM 的客户价值 主要包括客户购买价值、客户信息价值、客户知识价值、客户口碑价值、客户注意力价值和客户形象 价值等六种价值。通过实施E-CRM ，企业不仅可以提升客户数据集成水平，实现数据共享与有效利用， 而且可以更方便地与客户互动沟通，满足客户个性化需求，使潜在客户价值最大化，进而实现企业利 益最大化。 关键词：E-CRM ；客户价值；效用 “ 中间人”或“代理人” 的层层关卡所形成的缺乏效率， 1 引言 都会因为电子商务的兴起逐渐破除。在电子商务形式 国际互联网的迅速发展触发了人类社会全方位的 下，尽管企业的市场管理、销售管理、顾客管理等等 深刻变革，而以互联网为基础的电子商务，也使经济