政府引入CRM的初步研究

【作者】 许峰；

【导师】 王守茂；

【作者基本信息】 天津工业大学 ， 管理科学与工程， 2005， 硕士

【摘要】 自我国加入WTO以来,我国企业将直接面对全球竞争,从表面上看是企业之间的竞争,但其实质是不同国家政府之间的管理体制、管理方式、管理职能与管理效率的竞争。政府只有为社会、为企业、为民众提供良好的服务,才能使企业在严酷的国际竞争中获取竞争优势。 客户关系管理(CRM)作为一种全新的战略思维和工作方法,正以前所未有的速度在各个企业中迅速普及。客户关系管理在商业领域已得到成熟的应用,其在政府服务领域的应用潜力正得到普遍认可。客户关系管理理念引导电子政务发展,为政府提供分析公众行为、了解公众需求的工具,有助于公众与政府之间个性化关系的培养,使政府根据不同的情况设计和选择提供服务的具体方式和服务内容,为公众创造独特的服务经历。 政府引入CRM作为一个新的领域已经引起国内外各级政府及政府信息化专业人士的关注。一些政府信息化很完善的西方发达国家,如加拿大、美国、英国等地,已经开展了政府引入CRM相关工作。在我国,这一概念刚刚引入不久,相关研究做的远远不够,我国政府应该加大步伐,学习国外成功经验,尽快在政府管理中引入CRM理念,促进我国政府职能的转变。 本论文首先从客户关系管理的基本理论出发,并且分析了CRM在企业中的应用现状;然后讨论了当前形势对我国政府提出的全新要求,指出为什么在政府管理中引入CRM,CRM可能对政府产生的影响,以及政府实施CRM所涉及的内容和可能遇到的障碍,就政府CRM与政府信息化之间的关系进行了讨论;最后通过引入天津经济技术开发区(TEDA)招商CRM系统这一应用案例,对政府引入CRM进行了应用方面的探讨,重点讨论了几个客户满意度评测模型,通过比较做出了选择,并对政府引入CRM应该从中得到哪些经验教训做出总结。更多还原

【Abstract】 Since our country entered into WTO, the enterprises will face the competition of the world, it seem like competition between the corporations, but that is competition about management regularity, management style, management function and efficiency of management between different governments. The governments must be offer good service for the society, the companies and the public, that could make the companies obtain the competition advantage in the harsh international competition.Customer Relationship Management (CRM) is regarded as a kind of brand-new strategic thinking and work method, with unprecedented speed to popularize on each enterprise. CRM has already applied in the field of commence, it generally approved in the field of government. The idea of CRM conducted E-government to develop, it is the tool of analyzing public behavior, knowing the demand of public, and is contribute to cultivate the relationship between the public and individual, so that the government can offer different service for the public and give the people especial service experience according to different situation.CRM in government as a new field has already aroused the attention from the domestic and international governments at all levels and the professional of government’s informationization. Some western developed countries which have very perfect government informatinization , for instance Canada, U.S.A., Britain and other places, have carried out relative work of CRM in government. In China, because of this concept this concept has been just introduced, so there have not enough researches about that, our government should be strengthen the paces, learn the successful experience of foreign countries, as soon as conduct the idea of CRM in government, promote transition of the function of our government.This thesis discussed basic theories of customer’s relation management at first, and has analyzed the application current situation that CRM is in enterprises; and then discussed the whole new demand that the situation puts forward to our government at present, pointed to the reason why CRM introduced in government’s management, the effects which the CRM produced, and the government implements the content that CRM involve and obstacle that may meet, it has discussed on the relation of the CRM in government and government’s informatization; At last, the thesis have studied the更多还原