基于crm的政府门户网站主题服务研究

中国人民大学硕士学位论文基于CRM的政府门户网站主题服务研究姓名：郑宏远申请学位级别：硕士专业：情报学指导教师：王健200705011(CustomerRelationshipManagementCRM)IDICidentify2differentiateinteractcustomize---IDICIDICIDICIDICIDICIDICIDIC:3AbstractGovernmentwebsites,particularlygovernmentportalwebsitesareimportantcomponentsoftheE-government,arethefrontierforE-governmenttoimproveadministrativeefficiencyandincreasecitizensatisfaction.Asinformationtechnologyisgraduallymaturingandaccelerateduniversal,thegovernmentportalwebsitesarenowanimportantplaceforE-government.Theconstructionofgovernmentportalwebsitesandthelevelofitsservicesarecloselyrelatedtothelevelandqualityprovidedbythegovernmentandcitizens'satisfactionofthegovernment.Therefore,itistremendouslyimportanttoresearchonthemodelandmethodologyoftheservicesprovidedbygovernmentportalwebsites.ThecoreideaofCustomerRelationshipManagement(CRM)isclient-oriented.Throughtheincreaseofcustomersatisfaction,theimprovementofcustomerrelationships,wecantherebyenhancethecompetitivenessofenterprises.CustomerRelationshipManagementisconsideredtobeoneofthemainforcestopromotethedevelopmentofenterpriseinformatization.Asabrandnewstrategicthinkingandmethodsofwork,CustomerRelationshipManagementisprevailinginvariedkindsofenterpriseswithanunprecedentedspeed.TheapplicationofCustomerRelationshipManagementsysteminthecommercialspherehasbeenripeandthepotentialofitsapplicationintheareaofgovernmentservicesisalsobecomingmoreandmoreimportant.Astheincreasinglyimportantandcriticalwindowofgovernmentservices,theintroductionofCustomerRelationshipManagementtheoryandmethodsbygovernmentportalwebsitesisapositiveresponsetogovernmentmanagementandgovernmentinformatization.Alongwiththedevelopmentofnewpublicmanagementtheories,westerncountriesareleveragingthedevelopmentofinformationtechnologytoacceleratetheestablishmentofaservice-orientedgovernment.Atpresent,somewesterndevelopedcountriessuchasCanada,Britain,andtheNetherlandshavealreadyintroducedthetheoryofCustomerRelationshipManagementintothegovernmentportalwebsitesconstruction,achievedgoodresults.InChina,theconceptisjustbeingintroducedsoon;relevantresearchdoneisfarfromenough,onlyveryfewcasesexist.Thethesisfirstlyintroducenewpublicmanagementtheoriesinthefirstchapter,notedthatthenecessityandpossibilityforthegovernmenttointroduceCustomer4RelationshipManagement:inthebackgroundthatbuildingaservice-orientedgovernmenthasbecometheorientationofglobalgovernmentreform,governmentmanagementisintransitiontogovernmentservice,researchconcerningthefieldofpublicmanagementisinsufficient.Therefore,itisnecessarytochooseatheorywithamaturemodeofpractice,conformingtotheaimsofbuildingaservice-orientedgovernmenttoguidegovernmentmanagementinpurposetofurtherenhancetheefficiencyofmanagementandraisecivicsatisfaction.CustomerRelationshipManagementtheorywhichstressesclient-oriented,owninganumberofsuccessfulbusinesspracticeindifferentcountriesandregions,hasbeenintroducedtothepublicsectionofanumberofwesterncountries,achievedencouragingresults.TheintroductionofCustomerRelationshipManagementintogovernmentserviceisqualifiedwithnecessityandpossibility.ChapterIIofthisthesisistointroducerelatedconceptsconcerningcategorizedservicesofgovernmentportalwebsites,summarizethesuccessfulexperienceofwesterncountriesbasedontheanalysisoftheadaptabilitybetweenCustomerRelationshipManagementtheoryandtheconstructionofcategorizedservicesofgovernmentportalwebsites,putforwardamodelforconstructingcategorizedserviceswiththehelpofCustomerRelationshipManagement.ThatisIDICmodel:tobuildgoodcategorizedservicesofgovernmentportalwebsitesandincreasecustomervalue,wemustidentifycustomers(identify),differentiatedtreatmentoftheclient(differentiate),interactwithcustomers(interact),andimplementclient-centeredmanagementstrategies(customize).Thisistheidentificationdifferentiationinteractive,customize(IDIC)model.IDICmodelisthetheoreticalcoreofthisthesis,aswellasthejointofthethesis,makingpreparationfortheillustrationofthesuccessfulpracticeofwesterncountries.ThethirdchapterandfourthchapterconductanalysisandreviewonforforeignanddomesticcasesbasedonIDICmodelanddoillustrationandmodificationtoIDICmodel.ThethirdchapterselectsCanada,theUnitedKingdom,andtheNetherlandstodoanalysis.Thesecountrieshavethefollowingcharacteristics:theyhavebuiltcategorizedservicesintheirgovernmentportalwebsitesveryearly,theservicecolumnshavegreatintegrity,hitthefirstfewranksofUnitedNationsE-governmentreadinessrankings,higherpublicsatisfaction,etc.Accordingtotheresultsofanalysis,thethesisdomodificationtoIDICmodeltomakeitclosertotherealityoftheconstructionofcategorizedservicesofgovernmentportalwebsiteson5thepremisethatthemodelisstillareflectionofCustomerRelationshipManagementtheory.However,thefourthchapteristherecordanddescriptionofasuccessfulcaseofanationalministryAQSIQinbuildingcategorizedservicesofgovernmentportalwebsitesusingIDICmodelonthebasisoftheauthor'sexperiencethereintheconsultantplantCCIDconsulting.TheauthortrytoputforwardapropermodelfortheconstructionofcategorizedservicesofgovernmentportalwebsitesinthebackgroundofChines