国内外客户关系管理理论研究述评与展望

:20110301:(2010ZK3030):(1969),,,,国内外客户关系管理理论研究述评与展望瞿艳平(,410205):客户关系管理是目前国际上管理界和信息技术界共同关注的焦点问题,也成为近年来国际管理界和信息技术界发展最迅速的领域之一本文首先回顾了国内外客户关系管理领域的主要研究成果,系统阐述了客户关系管理的起源现状,并在此基础上指出了客户关系管理理论未来的研究方向:客户关系管理;研究述评:F71355:A:10044892(2011)03011106,,,CRM,,,,一客户关系管理的定义研究CRMCustomerRelationshipManagement,,,,,CRM1.CRM,,,[1]GartnerGroup,CRM,,IT2.CRM,,,,,[2]IBM,,CRM;,CRM,ERPSCMCRM;,CRM,1113(158)20115财经论丛CollectedEssaysonFinanceandEconomicsNo.3(General,No.158)May.20113.CRM,,,,,,[3]SAP,,4.CRM,ReinholdRapp[4],CRMHurwitzgroup,CRMCRM,[5]CRM5.CRMCRM,[6],CRM,CRM二客户关系管理理论的起源,,,,[7],,,,,2090,,,,,,,,,,,Berry[8],,,[9]Mckelina,[10]AdrianPayne,[11],112财经论丛2011年第3期,,,三客户关系管理理论研究现状(一)客户关系管理与数据仓库数据挖掘技术的融合问题(DataWarehouse,DW)(DataMining,DM),CRM,,CRMCRM,,ChrisTodman,,,(ETL)CRM,,,CRM,,,,AlexBerson,,,MichaelJ.A.BerryGordonS.Linoff,,,,,RonaldS.SwiftWilliamG.Zikmund,CRM,,CRM,,(二)客户关系管理与电子商务的结合问题,ForresterInterneteCRM,eCRM,,,,,,24,,,113瞿艳平国内外客户关系管理理论研究述评与展望,,,BryanBergeron,R.H.TerdemanMarkSweiger,,(三)客户关系管理与ERPSCM的集成问题CRM,CRMERP()SCM()CRM,ERP,SCM,1.CRMERPCRM,ERP,ERP,CRMAlexBerson,CRMERP,CRM,YankeeGroup,CRMERP,2.CRMSCMCRMSCM,,,,,DinitridNChorafas,CRMSCM,,[12](四)客户关系管理与知识管理问题MichaelGibbert,,5,,,,M.GarciaMurilloH.Annabi,,[13][14]Email,;,;,,,,114财经论丛2011年第3期四客户关系管理理论发展趋势(一)在客户关系管理研究中导入顾客权益理论,,CRM,,,,,,,,CRM,,,,,,,,(二)顾客价值的运用,,,,,,,,,(三)顾客知识管理模型与数据挖掘技术的运用,CRM,CRMCRM,,,,Dennis,,(),,,CRM,()CRM,,,(四)价值导向型客户关系管理的实施流程与竞争能力运用,,CRM,,,,115瞿艳平国内外客户关系管理理论研究述评与展望,,[15]:[1]JonAnion.ThePastPresentandFutureofCustomerAccessCenters[J].InternationalJournalofServiceIndustryManagement,2000,Vol.11(2),pp.120-130.[2]KannanP.K.,H.R.Rao.Introductiontothespecialissue:decisionsupportissuesincustomerrelationshipmanagementandinteractivemarketingfore-commerce[J].DecisionSupportSystems,2001,Vol.32(2),pp.83-84.[3]Whitepaper.abusinessoverviewofmysapcrm.http:[4].CRM[J].(),2002,(3).[5].CRM[J].,2002,(11).[6].ERPCRM[J].(),2001,(3).[7][],.:(9)[M].:,1999.[8]BerryL.L.Relationshipmarketing[M].AMA,Chicago,1982,25.[9]BerryL.L.Relationshipmarketingofservice-growinginterest[J].JournaloftheAcademyofMarketingScience,1995,Vol.23(2)pp.236-245.[10]R.Mckenna.Relationshipmarketing:successfulstrategiesfortheageofthecustomer[M].AddisionWesleyPublishingCo,MA.,1991.68.[11]AdrianPayne,SueHolt.Diagnosingcustomervalue:integratingthevalueprocessandrelationshipmarketing[J].BritishJournalofManagement,2001,Vol.12,pp.159-182.[12].[J].,2005,(8).[13]M.GarciaMurilloandH.Annabi.CustomerKnowledgeManagement[J].JournaloftheOperationalResearchSociety,2002,Vol.53,pp.875-884.[14],.[J].,2005,(2):127-129.[15].[J].,2004,(6).TheLiteratureReviewofCustomerRelationshipManagementTheoryQUYanping(CollegeofBusinessAdministration,HunanUniversityofCommerce,Changsha410205,China)Abstract:Themanagementfieldandinformationtechnologyfieldfocusoncustomerrelationshipmanagementinternationally.Customerrelationshipmanagementisalsooneofthemostrapidlygrowingfieldinmanagementfieldandinformationtechnologyfield.Thepaperfirstreviewsthemainresearchoncustomerrelationshipmanagementathomeandaboard.Thenitexpoundstheoriginandpresentsituation.Basedontheobove,itpointsoutthecustomerrelationshipmanagementtheoryresearchdirectioninthefuture.Keywords:customerrelationshipmanagement;researchreview(:)116财经论丛2011年第3期