在電子商務(wù)環(huán)境下的動態(tài)客戶關(guān)系管理策略外文翻譯

1、<p><b>　　中文4455字</b></p><p>　　畢業(yè)論文（設(shè)計）外文翻譯</p><p>　　標題：Dynamic Customer-Relationship Management Model in Electronic Commerce Environment</p><p><b>　　原文：</b

2、></p><p>　　Abstract: With the development of information technology, Electronic Commerce is changing the way of management in enterprise, lifestyle of family and people. Under Electronic Commerce, market-

3、management, sale-management and customer-relationship of enterprise are substantially different from those of traditional commerce. This has created a significant challenge to enterprise management. The marketing strateg

4、ies of Electronic Commerce （e-commerce）have really changed. The Customer-Relationship M</p><p>　　Keywords: Dynamic customer-relationship management; enterprise competition; E-commerce; model; business-to-cus

5、tomer. </p><p>　　1 Introduction </p><p>　　Customer Relationship Management (CRM) has become a focus of marketing academic circles and corporation community. Around the world, research on CRM ori

6、ginated from “Contact Management” in the earlier 1980s. Until the earlier 1990s, researchers have become aware of “Customer Care” based on the telephone service center and supporting material analysis. Afterwards, resear

7、chers have focused on customer-maintaining whose purpose is to manage Customer Relationship effectively. With standardizing of a</p><p>　　Mode of B2C. Customer Relationship Management can’t work without all

8、kind of knowledge about employees, customers and cooperative partner. Therefore, it is very important to research dynamic customer-relationship management based on knowledge management under the mode of B2C. On the basis

9、 of analyzing characteristic of trading between enterprise and ultimate customers under the mode of B2C, the paper addresses the mode of dynamic customer-relationship management based on knowledge management, an</p>

10、;<p>　　2 General Issues and Concepts. </p><p>　　Relationship Marketing and Customer-relationship Management </p><p>　　Most relationship marketing definitions stress the need to develop lo

11、ng-term relationships with customers and sometimes other stakeholders (Galantines, 1994; Gringos, 2000). Jackson published an insightful book and an article on business-to-business marketing (B2B) in 1985 (Jackson, 1985)

12、 where she defined relationship marketing by contrasting it with transaction marketing. From her comprehensive study she drew a general conclusion that building long-term relationships through relationship marke</p>

13、;<p>　　CRM is the values and strategies of relationship marketing - with particular emphasis on customer relationships - turning into practical application. The implementation steps used in one-to-one marketing su

14、mmarize well what is needed to practice relationship marketing: identify individual customers and establish how to reach them; differentiate the customers with regard to values and needs; interact with the customers effi

15、ciently and effectively; customize your offerings; and, finally, in the pr</p><p>　　3 Characteristics of Customer Relationship Management under Electronic Commerce </p><p>　　3.1 Similarity betwe

16、en Electronic Commerce and Traditional Business </p><p>　　3.1.1 Identified Purpose </p><p>　　Despite customer relationship management under electronic commerce is superior to that in traditional

17、 business, the identified purpose of electronic commerce and traditional business is how to satisfy customers' demand and desire, just customer relationship management under electronic commerce is easy to realize the

18、 purpose with the help of network information technology. </p><p>　　3.1.2 Identical effect </p><p>　　The purpose of implementing customer relationship management is to grasp and satisfy certain

19、customers demand and desire, establish service concept which is centering on customers, and make enterprise establish an unassailable position in severe market competition. </p><p>　　3.2 Characteristics of C

20、ustomer Relationship Management under Electronic Commerce </p><p>　　3.2.1 Adaptability </p><p>　　In comparison with customer relationship management under traditional business circumstances, cus

21、tomer-relationship management in electronic commerce has mighty advantage about its adaptability, which includes two aspects, i.e., time adaptability and space adaptability. Having made full use of network information te

22、chnology, enterprise should realize the service mode of 365×24; time and space would impede trading among regions in the world no longer. Much trading has being proceeded among region</p><p>　　3.2.2 Aut

23、omaticity </p><p>　　Compared to customer-relationship management under traditional business environment, customer-relationship management in electronic commerce could make full use of advanced information te

24、chnology. Supported under network information technology, enterprise could realize paperless customer-relationship management authentically. In traditional customer-relationship management, we frequently request customer

25、s to fill in questionnaires about a base data sheet and commodity quality feedback, but the f</p><p>　　3.2.3 Interaction characteristic</p><p>　　Customer-relationship management in electronic co

26、mmerce environment could carry out real time and two-way dialogue communication mode. Because internet has possessed quite interaction characteristic and guidance, under system guidance, customers often chose their produ

27、ction and service and put up their request through the internet, enterprises come to produce and provide service timely according to customer's choice and request. All these could realize real time and two-way dialog

28、ue with custome</p><p>　　4 DCRM under the Mode of the B2C</p><p>　　4.1 Characteristic of Trading Between Corporation and Consumer </p><p>　　Trading process between corporation and c

29、ustomer is considered as continuous interactive process. In the every period, enterprise decides to adopt certain marketing constituting tactics, for example price and communication tactics, customers decide if he or she

30、 will participate in the enterprise marketing constituting tactic in the light of customer purchasing commodities. So, thetrading process between enterprise and customers has become stochastic game process. The consumer&

31、#39;s decision influenc</p><p>　　4.2 DCRM Implication under the Mode of the B2C </p><p>　　The“Dynamic”in Dynamic Customer-Relationship Management includes three layer significance, i.e., first,

32、from marketing management, dynamic customer-relationship management system should focus on the marketing tactic influence on customer net asset value. This could heighten expecting returns, reduce marketing cost; secondl

33、y, from quantitative analysis, dynamic customer-relationship management system should care about not only present benefits and also future benefits when enterprise makes a deci</p><p>　　5 DCRM Model in Elect

34、ronic Commerce Environment </p><p>　　5.1 DCRM before Sale </p><p>　　5.1.1 Establish customer's files </p><p>　　The purpose of establishing customer's files is to grasp custo

35、mer's specific characteristic information including sex, age, profession and interest to understand customer consuming tendency. In electronic commerce environment, enterprise could make full use of establishing <

36、/p><p>　　Customer files through sharing network statistic database resources. Under network environment, customer input his essential datum in database, which will be reserved in enterprise all the time. Every

37、section of enterprise shares the resources. </p><p>　　5.1.2 Renew customer's files </p><p>　　Renewing customer's files means renewing customer's specific characteristic information i

38、n time in the light of time and variation after enterprise establishes files for customers. The computer system can renew basic data of natural change automatically. For example, the data that is about customer age, whil

39、e entering a new annual, customer age will automatically add one year of customer relationship management in electronic commerce environment; if using all manners of communication in basic da</p><p>　　5.2 DC

40、RM during Sale</p><p>　　5.2.1 Participate in service </p><p>　　Participating in service indicates that customer take part in product designing in order to acquire Individuality product which sat

41、isfies customers. Under electronic commerce, people have their individuality about demand for productions. product market is named as face-to-face market. Based on providing product common model by corporation, customer

42、 puts up his or her requests. Corporation produces products in the light of customers' demand; this could enhance customer's degree of satisfaction a</p><p>　　5.2.2 Infer other Demand of Customer <

43、;/p><p>　　Inferring other demand of customer indicates that enterprise could speculate other demand of customer by analyzing customer purchasing behavior to improve the sale volume of product and heighten custo

44、mer content. For example, when a twenty-six years old woman buys a baby bottle, we are easy to think of that the woman has a lovely baby; we can infer that the woman could buy baby food, baby costume, baby toy and so on.

45、 When the customer touches a sort of baby bottle, system will show automatically</p><p>　　5.3 DCRM after Sale</p><p>　　5.3.1 Track Service</p><p>　　Tracking service indicates that t

46、he enterprise provides service for all customers after sale at any Time. Under electronic commerce, the enterprise should provide lifelong service for customer after sale through establishing customer files and utilizing

47、 the advantage of network. The high quality service will forever be a good way of creating and maintaining customer. In the keen competition of market, service for customer is no longer a sort of passive reaction when cu

48、stomer puts up a certain re</p><p>　　5.3.2 Customer self-service</p><p>　　Customer self-service indicates that enterprise excavates customers latent and improves service quality by interacting w

49、ith customers. There exists a common phenomenon in our real life, if product has many kinds of functions; customers only know one or several kinds of common functions. This brings about wasting product function and weake

50、ning product competition. Under electronic commerce, customer self-service can solve this problem. </p><p>　　5.3.3 Emotions communication</p><p>　　Establishing good relationship with customer is

51、 the key to customer-relationship management in electronic commerce and traditional business environment. Under electronic commerce, customer frequently carries out his or her business in the internet; the enterprise is

52、very difficult to get in touch with customer, so it has become more important for the enterprise to actively communicate with customer. Under electronic commerce, the enterprise should make full use of network informatio

53、n technology.</p><p>　　5.4 DCRM Model in Electronic Commerce Environment </p><p>　　With above theory framework, we may construct the DCRM model in electronic commerce environment as follows: <

54、;/p><p>　　6 Conclusions</p><p>　　Customer relationship management in electronic commerce environment which is very different from that in traditional business circumstances puts emphasis on one-to-

55、one relationship marketing; it is dynamic customer relationship management. Before sale, company should establish and renews customers files, design friendly interface, differentiate market and induce new consuming of ol

56、d customer. During sale, company should make customers taking part in product designing in order to acquire individu</p><p>　　Customer relationship management in electronic commerce environment must encircle

57、 the center of customer, satisfy customer with demand and provide lifelong service for customers. Like this, the enterprise improves the quality of product and service, increase sales volume, enhance the degree of custom

58、er loyal and promote the enterprise competitiveness.</p><p>　　出處：Wang Xuejun Rao Yangde，Business School, Wuhan University，Wuhan 430072 China，ICEMI’2005</p><p><b>　　二、翻譯文章</b></p&g

59、t;<p>　　標題：在電子商務(wù)環(huán)境下的動態(tài)客戶關(guān)系管理策略</p><p><b>　　譯文：</b></p><p>　　摘要：隨著信息技術(shù)的發(fā)展，電子商務(wù)在改變企業(yè)管理策略的方向，家庭和人們的生活方式，在電子商務(wù)中，市場策略營銷策略和企業(yè)的客戶關(guān)系和那些傳統(tǒng)的商務(wù)有大量的不同。這對企業(yè)的策略產(chǎn)生了某種意義上的挑戰(zhàn)，電子商務(wù)的市場策略珍的改變了，在電

60、子商務(wù)中北就愛能力的客戶關(guān)系管理模型可以幫助企業(yè)減少費用，增進伙伴之間的合作取得渴望的客戶價值，并且促進企業(yè)競爭，因此我們將愛南開客戶關(guān)系管理中的需要一個新的通過一個新模式的方法視為一個最大的改變，本文分析傳統(tǒng)客戶環(huán)境下的客戶關(guān)系和在電子商務(wù)環(huán)境下之間的關(guān)系，和關(guān)于電子商務(wù)環(huán)境下的客戶關(guān)系的特點的詳述在分析的基礎(chǔ)上，本文研究客戶關(guān)系管理在企業(yè)管理在企業(yè)銷售前，中，后的變化。</p><p>　　關(guān)鍵詞：客戶關(guān)系管

61、理的變化，企業(yè)競爭，電子商務(wù)，模式，企業(yè)到消費者的電子商務(wù)。</p><p><b>　　引言。</b></p><p>　　客戶關(guān)系管理已經(jīng)成為市場經(jīng)濟圈和企業(yè)溝通的核心，在世界上，關(guān)于客戶關(guān)系的原理研究從較早的19世紀80年代的“接觸管理”開始到后來的19世紀90年代的，研究者開始了解“關(guān)注客戶”根據(jù)電話服務(wù)中心和原料提供分析，后來研究這開始將注意力集中在“客戶所

62、關(guān)注的”那些目的，在于有效的管理客戶關(guān)系。隨著本國企業(yè)客戶管理的應(yīng)用規(guī)格化，我國研究者開始注重于客戶關(guān)系管理的研究。一些更高水平的研究成績已經(jīng)明顯的顯現(xiàn)出來了，但這些研究成績是和那些以企業(yè)客戶和它的維護為中心的B2B的客戶關(guān)系聯(lián)系起來的而不是集中在基于以企業(yè)與其他消費者之間的關(guān)系的B2B。例如，員工，股東，最終客戶，其他大公司合伙人，特別是最終客戶，基于B2B模式的一對一市場在日常生活中已經(jīng)存在一個好的申請前景，如“在航空行業(yè)中普通消費

63、者的航空計劃”和在一個健康俱樂部的“全球卡項目計劃”都是考慮到最終客戶所制定的客戶關(guān)系管理的手段。他們的目的在于維護和消費者長期穩(wěn)定的關(guān)系來取得“雙邊利益”或“多邊利益”，由于有了研究方法，大多數(shù)在客戶關(guān)系管理中的研究成是很多而不變的，很少觀點明確的指出如何來作市場決定和如何實施客戶關(guān)系策略，原因在于西歐哪個那些研</p><p>　　2,、傳統(tǒng)問題和概念。</p><p>　　關(guān)系營銷和

64、客戶關(guān)系管理</p><p>　　大多數(shù)關(guān)系營銷的定義強調(diào)需要發(fā)展長期的和消費者和有些股東的長期的客戶關(guān)系（Ballantyne ,1994,Gronroos,2000），Jackson在1985年推出了一本附有洞察力的書，是關(guān)于B2B市場的文章。在這里她通過與交易市場比較來定義關(guān)系營銷，通過她全面的研究他描述了一個一般的結(jié)論：通過關(guān)系營銷簡歷的長期關(guān)系必須有時要較好的策略來進行企業(yè)銷售，但有時交易營銷一個短的

65、交易有一個短時期的觀點，應(yīng)該詩選較好的。她主張一切都依據(jù)情況來定。COVIELLO.ET.AL(1997)將營銷定義為四個步驟：一是交易營銷，但是其他人有一個關(guān)系內(nèi)容數(shù)據(jù)庫營銷（通過互聯(lián)網(wǎng)進行信息的交換）；互動營銷（面對面或耳對耳互動）和網(wǎng)絡(luò)營銷。本質(zhì)上(但不是僅僅) 在B2B中采用了一種大量的利益相關(guān)者的網(wǎng)絡(luò)關(guān)系。</p><p>　　CRM是價值觀和關(guān)系營銷的策略,特別強調(diào)客戶關(guān)系——變成實際應(yīng)用。總結(jié)好實施

66、步驟用于一對一營銷需要什么關(guān)系營銷實踐：識別單個客戶和建立如何達到他們;劃分客戶關(guān)于價值和需要與客戶互動、高效地;定制你的產(chǎn)品,并且,最后,在這個過程中做到這一點的,建立學習通過對話與客戶的關(guān)系，(Peppers and Rogers, 1999; Feurst, 2000; Newell, 2000).</p><p>　　3 在電子商務(wù)中的客戶關(guān)系三個特點。</p><p>　　3．1

67、.1電子商務(wù)與傳統(tǒng)商務(wù)之間的相似性</p><p>　　盡管電子商務(wù)中的客戶關(guān)系管理比傳統(tǒng)的商業(yè)中的更強大。進行電子商務(wù)和傳統(tǒng)商務(wù)的目的都是滿足客戶的需要和欲望。知識在電子商務(wù)中的客戶關(guān)系管理在網(wǎng)絡(luò)信息技術(shù)的支持下更容易實現(xiàn)。</p><p>　　3．2.2相同的效果</p><p>　　貫徹落實客戶關(guān)系管理是把握和滿足一定的客戶的需求和欲望,在客戶心中建立服務(wù)的概

68、念，以建立一個使企業(yè)在激烈的市場競爭中無懈可擊的位置。</p><p>　　3.2客戶關(guān)系管理在電子商務(wù)中的特點</p><p><b>　　3.2.1適應(yīng)性</b></p><p>　　相較于客戶關(guān)系管理在傳統(tǒng)商業(yè)情況下,顧客關(guān)系管理在電子商務(wù)已經(jīng)強大的優(yōu)勢,適應(yīng)性包括兩方面:即,時間適應(yīng)能力和空間的適應(yīng)性。有充分利用網(wǎng)絡(luò)信息技術(shù),企業(yè)應(yīng)實現(xiàn)

69、24×365服務(wù)模式、時間與空間的阻礙在也不會妨礙交易的進行了，很多的交易開始正在任何時間的區(qū)域，國家，企業(yè)之間進行。因為新商業(yè)形式是非常方便的,客戶的滿意度顧客也將隨著商業(yè)方式的發(fā)展而得到發(fā)展。</p><p><b>　　3.2.2自動化</b></p><p>　　和在傳統(tǒng)管理顧客關(guān)系管理商業(yè)環(huán)境下相比較，電子商務(wù)可以充分利用先進的信息技術(shù)。在網(wǎng)絡(luò)信息

70、技術(shù),支持下企業(yè)能實現(xiàn)無紙化顧客關(guān)系管理的完美融合。在傳統(tǒng)的顧客關(guān)系管理,我們經(jīng)常要求客戶填寫研究樣本的基礎(chǔ)數(shù)據(jù)表來實現(xiàn)商品質(zhì)量反饋, 但是第一手的信息數(shù)據(jù)需要專業(yè)人員進行排序和拷貝與分析，這樣的結(jié)果將有很多錯誤的效率比較低。在電子商務(wù)環(huán)境下所有統(tǒng)計數(shù)據(jù)直接</p><p>　　輸入進數(shù)據(jù)庫，信息被分享，統(tǒng)計數(shù)據(jù)被交換，有了計算機計算能力、處理能力、我們是很容易處理和分析這些統(tǒng)計數(shù)據(jù)。</p>&l

71、t;p>　　32.3共同作用的分析</p><p>　　顧客關(guān)系管理在電子商務(wù)環(huán)境可能進行實時和相互對話溝通模式，由于網(wǎng)絡(luò)擁有相當好的相互作用的特點的指導，在系統(tǒng)的指導下，顧客們經(jīng)常會選擇他們的產(chǎn)品或服務(wù),使他們的要求通過因特網(wǎng)來傳達，企業(yè)生產(chǎn)和提供服務(wù)來及時根據(jù)客戶的選擇和要求。所有這些可實現(xiàn)的實時性和相互對話與客戶，企業(yè)將會為廣大客戶服務(wù)提供更多的周到滿意的服務(wù)。</p><p>

72、;　　4. 在B2C（企業(yè)對客戶）模式下的DCRM(動態(tài)客戶關(guān)系管理系統(tǒng))</p><p>　　4.1公司與消費者之間的交易特征</p><p>　　企業(yè)與客戶在交易過程中被認為是連續(xù)的互動過程。在每一個時期，企業(yè)決定采取一些。像價格方面的營銷策略和溝通策略，客戶在參與企業(yè)營銷中能選擇是否繼續(xù)采購商品。因此，企業(yè)和客戶之間的交易過程相當于隨機游戲過程。消費者的決定影響著企業(yè)營銷，使其從一個

73、狀態(tài)向另一狀態(tài)轉(zhuǎn)變。從公司的角度，消費者的決定是贖金變量，根據(jù)這一假設(shè)是否購買的決定僅僅是客戶與公司策略的一方面，而客戶狀態(tài)的序列就如同馬氏鏈一樣(即一個隨機變量) 。因為企業(yè)有能力控制如同馬氏鏈變量的客戶狀態(tài)的序列的演變，所以客戶關(guān)系管理系統(tǒng)種的B2C模式被認為是馬氏決策過程。</p><p>　　4.2 在B2C模式下的DCRM含義</p><p>　　DCRM中的’動態(tài)”包含三個層次

74、的意思，即首先，從市場營銷管理方面，動態(tài)客戶關(guān)系管理系統(tǒng)應(yīng)專注于客戶凈資產(chǎn)值對營銷策略的影響。這可能提高預(yù)期回報，降低營銷成本；其次，從定量分析方面，動態(tài)客戶關(guān)系管理系統(tǒng)不僅僅是關(guān)心眼前的利益還應(yīng)該關(guān)心企業(yè)做一項決策時的未來利益；第三，動態(tài)客戶關(guān)系管理系統(tǒng)應(yīng)密切注意客戶的興趣和企業(yè)效益，而不只是一方的利益。因此，在B2C模式下的動態(tài)客戶關(guān)系管理系統(tǒng)是一種在多方贏的基礎(chǔ)上如何定量分析客戶行為的方法。</p><p>

75、;　　5. 在電子商務(wù)環(huán)境中的DCRM</p><p>　　5.1售前的DCRM</p><p>　　5.1.1建立客戶的檔案</p><p>　　建立客戶檔案的目的是把握客戶的具體特征信息，包括性別、年齡、職業(yè)和興趣，從而了解客戶的消費傾向。在電子商務(wù)環(huán)境下，企業(yè)通過共享網(wǎng)絡(luò)統(tǒng)計數(shù)據(jù)庫資源的方法充分利用建立的客戶檔案。根據(jù)網(wǎng)絡(luò)環(huán)境，客戶在數(shù)據(jù)庫中輸入自己必要的資料

76、進而存入企業(yè)中。企業(yè)的每一部門可共享資源</p><p>　　5.1.2更新客戶檔案</p><p>　　更新客戶檔案即企業(yè)在建立客戶檔案后針對時間和變化隨時更新客戶的具體特征信息。電腦系統(tǒng)可以隨自然變化自動更新基本數(shù)據(jù)，如數(shù)據(jù)中的，客戶年齡，在進入一個新的年度時，在電子商務(wù)環(huán)境管理的客戶關(guān)系中客戶年齡自動添加一年度；若使用所有基本數(shù)據(jù)通信的方式，它無法跟上客戶的信息變化，這個記錄將失效，

77、電腦系統(tǒng)將自動刪除該記錄。</p><p>　　5.2 售中DCRM</p><p><b>　　5.2.1服務(wù)參與</b></p><p>　　服務(wù)參與表明為了獲得滿足客戶的個性化產(chǎn)品，服務(wù)客戶是產(chǎn)品設(shè)計的一部分。在電子商務(wù)環(huán)境下，人在對自己產(chǎn)品的需求上都有自己的個人特征。在公司提供普通模型產(chǎn)品的基礎(chǔ)上，顧客可提出自己的要求。公司在客戶的需求

78、情況下生產(chǎn)產(chǎn)品，這可能可以提高客戶的滿意度，節(jié)省設(shè)計成本。例如，戴爾在銷售B到C模型的私有電腦時，顧客可以在企業(yè)網(wǎng)站挑選個人計算機，生產(chǎn)組織部門再根據(jù)客戶的要求生產(chǎn)產(chǎn)品。戴爾公司1996年B-C模型電腦銷售額比1995年多71%。</p><p>　　5.2.2推斷客戶的其他需求</p><p>　　推斷客戶的其他需求表明企業(yè)可通過分析提高產(chǎn)品銷售和提高客戶內(nèi)容的購買行為來推斷客戶的其他需

79、求。例如，當一個26歲的女人買了奶瓶，我們很容易想到這個女人有一個可愛的寶寶，我們可以推斷該名女子可能購買嬰兒食品、嬰兒服裝、嬰兒玩具等。當顧客觸動嬰兒奶瓶的類別時，系統(tǒng)會自動顯示各種嬰兒商品。如果一個客戶購買一便攜式計算機，我們可以推斷此客戶屬于高檔次的客戶，并推斷到一些優(yōu)質(zhì)產(chǎn)品，如數(shù)碼相機和屬于客戶購買范圍的家庭影院。因此當客戶觸動關(guān)于便攜式計算機時，系統(tǒng)會自動顯示數(shù)碼相機，家庭影院等。通過推斷的方式能為企業(yè)產(chǎn)品做廣告。</p

80、><p>　　5.3 售后的DCRM</p><p><b>　　5.3.1跟蹤服務(wù)</b></p><p>　　跟蹤服務(wù)表明企業(yè)在任何時間段為所有客戶提供售后服務(wù)。在電子商務(wù)環(huán)境下，利用網(wǎng)絡(luò)企業(yè)通過建立客戶檔案為客戶提供售后終優(yōu)身服務(wù)。優(yōu)質(zhì)的服務(wù)永遠是創(chuàng)造和維護客戶的好方法。在激烈的市場競爭下，客戶的服務(wù)不再是一種消極反應(yīng)，當客戶提出了一些要求，

81、企業(yè)應(yīng)視“顧客是上帝”來對待。</p><p>　　5.3.2客戶自動服務(wù)</p><p>　　客戶自動服務(wù)即企業(yè)通過與客戶的互動來挖掘潛在的客戶和提高服務(wù)質(zhì)量。在我們現(xiàn)實生活中存在一種常見想象，即使產(chǎn)品與多種功能，客戶也只知道一或幾種常見的功能。這帶來了產(chǎn)品功能的浪費，削弱產(chǎn)品的競爭力。在電子商務(wù)環(huán)境下，客戶自助服務(wù)可以解決這個問題。企業(yè)設(shè)立自助服務(wù)平臺，例如在線聊天，客戶可以方便地與其

82、他的客戶溝通。</p><p><b>　　5.3.3情感溝通</b></p><p>　　建立良好的客戶關(guān)系管理關(guān)系的關(guān)鍵是在電子商務(wù)和傳統(tǒng)商業(yè)環(huán)境。在電子商務(wù)、客戶經(jīng)常進行他或她的業(yè)務(wù)在互聯(lián)網(wǎng),企業(yè)很難接觸客戶,變得更加重要的企業(yè)積極與客戶溝通。在電子商務(wù),企業(yè)應(yīng)充分利用網(wǎng)絡(luò)信息技術(shù)。電子商務(wù)系統(tǒng)發(fā)送一個自動的賀卡客戶在他或她的生日,結(jié)婚紀念日等來表達企業(yè)的祝賀客

83、戶。同時,企業(yè)可能會建議企業(yè)新產(chǎn)品給用戶。這樣,顧客永遠也忘不了那次企業(yè)網(wǎng)站、瀏覽企業(yè)網(wǎng)絡(luò)</p><p>　　5．4在電子商務(wù)環(huán)境下動態(tài)客戶關(guān)系管理模型</p><p>　　與以上的理論框架,我們可以構(gòu)建電子商務(wù)環(huán)境DCRM模型如下:</p><p><b>　　6結(jié)論</b></p><p>　　客戶關(guān)系管理在電子商

84、務(wù)環(huán)境中傳統(tǒng)商業(yè)有很大的不同，傳統(tǒng)的強調(diào)一對一的關(guān)系營銷，在電子商務(wù)中則強調(diào)動態(tài)的客戶關(guān)系管理，在銷售前公司應(yīng)該建立和更新客戶檔案、設(shè)計界面友好,劃分市場和引起老客戶的新的購買，在銷售中</p><p>　　,公司應(yīng)該會使客戶參與產(chǎn)品設(shè)計以獲取滿足客戶個性化的需求，推出消費者的其他需求和分析消費者的購買行為，以提高產(chǎn)品的銷售額和提高客戶的內(nèi)容。產(chǎn)品售后,公司應(yīng)該跟蹤客戶,建立自助服務(wù)平臺,讓他們彼此和企業(yè)的溝通，

85、在售后，公司必須吸引住客戶，建立自助服務(wù)平臺,讓他們彼此溝通和企業(yè)為了獲取更多的產(chǎn)品資料及與客戶聯(lián)系。客戶關(guān)系管理在電子商務(wù)環(huán)境中必須以客戶的需求,滿足客戶需求提供終身服務(wù)為廣大客戶服務(wù)為目的。這樣,企業(yè)提高產(chǎn)品質(zhì)量和服務(wù),提高銷售,在提高客戶忠誠的程度,從而加強了企業(yè)的競爭力。</p><p>　　出處：Wang Xuejun Rao Yangde，武漢大學商學院，中國武漢430072ICEMI’2005<