外文翻译--客户关系管理（CRM）的理论及应用研究.doc

本科生毕业设计（论文）外文翻译 毕业设计（论文）题目：客户关系管理（CRM）的理论及应用研究 外文题目：A Strategic Framework for Customer Relationship Management 译文题目：客户关系管理的战略框架 学 生 姓 名： 袁博 专 业： 工业工程0601 指导教师姓名： 徐方超 评 阅 日 期： Adrian Payne Pennie Frow A Strategic Framework for Customer Relationship Management Over the past decade, there has been an explosion of interest in customer relationship management (CRM) by both academics and executives. However, despite an increasing amount of published material, most of which is practitioner oriented, there remains a lack of agreement about what CRM is and how CRM strategy should be developed. The purpose of this article is to develop a process-oriented conceptual framework that positions CRM at a strategic level by identifying the key crossfunctional processes involved in the development of CRM strategy. More specifically, the aims of this article are ?To identify alternative perspectives of CRM, ?To emphasize the importance of a strategic approach to CRM within a holistic organizational context, ?To propose five key generic cross-functional processes that organizations can use to develop and deliver an effective CRM strategy, and ?To develop a process-based conceptual framework for CRM strategy development and to review the role and components of each process. We organize this article in three main parts. First, we explore the role of CRM and identify three alternative perspectives of CRM. Second, we consider the need for a cross-functional process-based approach to CRM. We develop criteria for process selection and identify five key CRM processes. Third, we propose a strategic conceptual framework that is constructed of these five processes and examine the components of each process. The development of this framework is a response to a challenge by Reinartz, Krafft, and Hoyer (2004), who criticize the severe lack of CRM research that takes a broader, more strateg