【作者】 姜艳静；

【导师】 胡昌平；

【作者基本信息】 武汉大学 ， 管理科学与工程， 2004， 硕士

【摘要】 随着互联网的迅猛发展、市场的不断成熟，世界经济进入了电子商务时代。以生产为中心、以销售产品为目的的市场战略逐渐被以客户为中心、以服务为目的的市场战略所取代。谁能掌握客户的需求趋势、加强与客户的关系、有效发掘和管理客户资源，谁就能获得市场竞争优势，在激烈的竞争中立于不败之地。企业、供应商、分销商及客户连成一片的价值链成为企业之间竞争的核心。以客户为中心的客户关系管理(Custome Relationship Management，CRM)成为电子商务时代制胜的关键。同时信息技术的发展和客户管理的不断演变，使得客户关系管理的发展也日新月异，出现了许多新的形式，尽管这些在本质上并没有改变客户关系管理的宗旨，但为企业的发展提供了新的思路。伴随着电子商务的发展而产生的，基于Web网站的客户关系管理系统——eCRM就是其中之一。 本文首先介绍了客户关系管理的产生背景，进而阐述了电子商务中的客户关系管理的提出和发展的原因及其内涵；接着论述了电子商务环境下客户关系管理的内容，从分析其要达到的目标和新特点，提出eCRM的功能以及要实现这些功能应具有的结构，同时提出了电子商务时代CRM与ERP、SCM融合的趋势，以适应新的时代环境的发展要求。然后，从企业管理层面对eCRM的实施提出要求，并在此基础之上，给出了eCRM项目实施的方法步骤，再以上海金丰易居网导入美国艾克国际eCRM案例分析加以具体说明，并分析了CRM实施前后出现的问题。最后，着重论述了人与企业文化在企业CRM实施中的作用及其配套变革。更多还原

【Abstract】 The worlfl economy entered E-Commerce era., with the fast development of Internet and the gradual maturity of the market. Product oriented and sale aimed market strategy has been replaced by customer oriented and service aimed market strategy. Only the enterprises, which can grasp customer requirement, strengthen the relationship with customers, well predict and manage customer resource, can win the advantage and prevail in the drastic market competition. The value chain joined with enterprises, suppliers, distributors and customers became the core of competition between enterprises. So CRM is the key to succeed in the E-Commerce era. At the same time, the development of information technology and the evolvement of CRM made the development of CRM change quickly and appear some new forms, and the forms offered many new ideals to enterprises, in spite of that hasn’t changed CRM tenet in essence. Electronic-CRM is one of the new forms, which produced by EC and based on Web.The article firstly introduced the background of CRM and expatiated the reason and intension of the development of CRM in EC further. Secondly, it discussed the content of CRM under EC environment, and put forward the function of eCRM as well as the structure to realize the function from analyzing the goal and new trait of eCRM, then predicted the integrating tendency of CRM, SCM and ERP. Thirdly, it gave some requests and measures about the implementation of eCRM at the angle of management, then, demonstrated the implementation of eCRM taking Shanghai EHOUSEE for example, in addition, summarized the problems during the implementation of eCRM. Finally, the paper emphasized the important role of people and corporation culture in the implementation of CRM.更多还原