【作者】 江庆来；

【Author】 JIANG Qing-lai (School of Management & Economics, Beijing Institute of Technology,Beijing 100081, China)

【机构】 北京理工大学管理与经济学院；

【摘要】 客户关系管理使强调“以顾客为中心”的市场营销理论得到更好的实现,但是并不是所有的客户都是企业客户关系管理的目标客户。企业进行客户关系管理要充分考虑不同(类型)客户对企业利润的贡献情况,准确选取客户关系管理的目标客户。同时,要密切关注这些目标客户的变化,随时调整客户数据。最后,本文指出了我国企业在选择客户关系管理的目标客户存在的问题,并提出相应对策。更多还原

【Abstract】 CRM makes the theory of "centering around customers" more applicable, but not all enterprises’ customers are their targeted customers of CRM. When enterprises implement CRM, they must consider the different profit contribution from different (types of) customers and select the exactly targeted customers of CRM. Furthermore, they must keep close track of the changing of those targeted customers and update their data. Finally, this paper points out the problems confronting Chinese enterprises when they select the targeted customers of CRM and put forward relevant countermeasures.更多还原