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| 摘要: |
| 人们对客户关系管理(CRM)的认识还存在一些偏差,可以概括为七个方面:把客户关系管理等同于一套软件系统;认为中小企业难以承担客户关系管理的费用,不宜实施;对客户关系管理的投资回报期望存在偏差;认为客户关系管理是营销人员的事情;认为客户关系管理就是"一对一营销";对客户关系管理与企业资源计划管理(ERP)的关系认识不清;客户关系管理对象的认识误区. |
| 关键词: 客户关系管理 营销 误区 |
| DOI： |
| 分类号:F274 F270.7 |
| 基金项目: |
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| Seven misunderstandings of customer relation management |
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WANG Jun
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| Abstract: |
| People have misunderstandings of customer relation management (CRM).These misunderstandings are as follows:(1)regarding CRM as a set of soft ware system;(2)the misunderstanding that medium-sized and small enterprises have difficulty paying the expense of CRM and that CRM should not be carried out in these enterprises;(3)the misunderstanding of expectation of returns on investment;(4)the misunderstanding that CRM is the duty of marketing personnels;(5)the misunderstarding that CRM is "one to one marketing";(6)the misunderstanding of the relationship between CRW and ERP;(7)the misunderstanding of the targets of CRM. |
| Key words: customer relation management,marketing,misunderstanding |
