电子商务环境下的客户关系（Customer relationship in e-commerce environment）.doc

电子商务环境下的客户关系（Customer relationship in e-commerce environment） Customer relationship management in e-commerce environment First, the emergence, characteristics and connotation of CRM (1) the generation of CRM The emergence of CRM is the result of the development of market and science and technology. In the process of society, customer relationship management exists all the time, but in different social stages, its importance is different, and its specific manifestation is different. The modern enterprise theory has experienced several stages of development, from the production as the core to the product quality as the core, to now take the customer as the center, the change of the main driving force is the improvement of social productivity. In order to digital knowledge and network technology as the foundation, innovation as the core, with the globalization and the information for the characteristics of the new economic conditions, the management of enterprises to further break the geographical constraints, the increasingly fierce competition. How to occupy a space for one person in the world trading system, how to get more market share and more broad market prospects, how to develop customer resources and maintain the relatively stable customer group has become a key problem for the survival and development of enterprises, CRM to solve these problems and ideas, and is becoming a core business strategy. (two) new features of customer relationship management in e-commerce environment Under the traditional conditions to realize customer relationship management has great limitations, mainly in customer information scattered and internal departments of enterprises business independence, customer relationship management system based on Internet is a complete collection, analysis, development and utilization of all kinds of customer resources, it has new features: 1. centralized all kinds of customer data scattered inside the enterprise, formed the correct, complete, unif