【作者】 尤季仙；

【导师】 高韧；

【作者基本信息】 华中农业大学 ， 农业经济管理， 2006， 硕士

【摘要】 随着全球经济一体化趋势的加强以及信息技术的高度发展，传统的企业经营管理模式发生了深刻的变革。企业产品和服务的商品化、同质化以及客户需求的多样化发展趋势要求企业必须实现其经营管理理念的根本性的转变。客户关系管理(CRM)为企业实现这一目标提供了可操作性的方案，即企业必须实现由“以产品为中心”向“以客户为中心”的转变，因为这有利于有效的开发和利用客户资源、发展与巩固企业同客户之间的良好关系、使企业的客户关系价值最大化，从而培育和提升企业的核心竞争力。但是，大量的实证研究发现企业在实施CRM战略的过程中并不是非常顺利的，会遇到一系列的问题和困难，通过大量的文献、实证研究我们发现其中很重要一个原因是CRM战略没有与企业文化相适应，即企业没有形成与CRM相匹配的企业文化。因此，如何处理好CRM战略与企业文化之间的关系，实现企业文化与CRM战略之间的优化整合成为学术界和企业界共同探讨和研究的重大课题。本文就是在这样的一个大背景之下进行研究的。本文在国内外相关学者的研究基础之上，进行了大量的文献研究，了解并分析当前国内外关于CRM理论、企业文化理论、CRM与企业文化的整合理论的研究动态、当前研究存在的不足及发展趋势，并在此基础之上探讨我国企业对于CRM战略的认识现状、实施状况，以及CRM战略与企业文化之间关系的整合的现状、整合存在的不足与缺陷。由于CRM战略实施的最大障碍是企业中没有形成与之相匹配的企业文化，而要达到这一目标就必须正确认识和研究CRM和企业文化之间的深刻关系。因此，在CRM理论和企业文化理论的基础上，本文继续探讨了CRM战略与企业文化间的关系，包括分析CRM战略与企业文化之间的基本关系及其整合两者关系的重要性，从CRM战略促进了企业文化的变革和企业文化变革、创新推动了CRM战略的实施两方面来论证两者间的关系，并再次强调应加强CRM战略与企业文化之间关系的整合进程。要实现CRM战略与企业文化之间的无缝整合必须坚持经济效益性、目的性等原则，从ERP(企业资源规划)、SCM(供应链管理)、CRM之间的整合、“以客户为中心”的企业文化的培育、人力资源合理管理与配置、企业组织架构的重新设计、业务流程的重组等角度进行安排。CRM战略与企业文化之间整合的成败必须通过一系列的绩效评价指标加以评价，本文通过构建财务与非财务两大绩效指标评价体系，运用层次分析法对整合的效果加以评价。最后，以我国生活用纸行业中的恒安集团为例，个案实证分析CRM战略与企业文化整合理论的应用及其实践价值。更多还原

【Abstract】 With the increasing trend of global economic integration and the highly developing of information technology, the traditional pattern of enterprise operation management has been greatly changed. The commercialization and homogenization of the product and service, as well as the trend of diversified customer needs require that the operation management idea of the enterprise has to be fundamentally changed . CRM provides an operative scheme for enterprises to achieve this goal, ie, enterprises should shift from "product centered" to "customer-centered", because it is in favor of effectively developing and making use of customer sources, opening and cementing a good relationship between customer and enterprise and maximizing the value of the enterprise-customer relationship and therefore fostering and increasing the core competing power of an enterprise. However, quantities of empirical research show that when enterprises carry out their CRM strategy, they will meet a series of problems and difficulties and by a lot of literature and empirical research we find that one of the important reasons is that the CRM strategy does not fit the enterprise culture, that is to say, no enterprise culture has been developed to match the CRM strategy.Therefore, how to well deal with the relationship between the CRM strategy and the enterprise culture and to realize the majorized integration between them has become a significant subject that the academic and business fields have been discussing and researching . Based on the general background, this paper does quantities of document search by some scholars at home and abroad to understand and analyze the researching movements, existing problems and developing trends about CRM theory, enterprise culture theory and the theory of the integration of CRM and enterprise culture, and the current situation together with the integration defects of the relationship between CRM strategy and enterprise culture. As the main obstacle to carry out CRM strategy is the failure to develop enterprise culture to match it and this goal can be achieved by correctly understanding and researching the profound relationship between them, this paper goes on discussing the relationship between CRM and enterprise culture on the basis of CRM theory, enterprise culture theory, including an analysis of the fundamental relationship between CRM strategy and enterprise culture and the importance of the integration of更多还原