【作者】 杨觉英； 封殿胜；

【Author】 YANG Yue-ying , FENG Dian-sheng (School of Economics and Management,Beijing Institute of Technology, Beijing 100081,China)

【机构】 北京理工大学管理与经济学院；

【摘要】 从客户关系管理的观点出发,首先分析了实施客户关系管理不仅是适应激烈市场竞争,而且也是提升企业持久竞争能力的必然要求。然后剖析从以品牌资产向客户资产转变的必然趋势。最后通过实证案例分析,阐明了以客户为中心的管理实践过程。更多还原

【Abstract】 Starting with the point of Customer Relationship Management(CRM) ,in the first place,the paper analyzes the inevitability of applying CRM. It is not only adapt to sharp marketing competition,but also promote lasting competition ability of company. In the second place,it discusses the certain direction from trade assets to customer assets. At last, it quotes a demonstration case of one Taxi company, in order to illustrate the management practice process in taking consumers as center.更多还原