| 基于价值的客户关系管理及其应用 |
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| 引用本文： | 叶映兰.基于价值的客户关系管理及其应用[J].科研管理,2009,30(6):172-177. |
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| 作者姓名： | 叶映兰 |
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| 作者单位： | ;
武汉大学经济与管理学院，湖北 武汉430072 |
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| 摘 要： | 摘要：随着企业的经营模式从以产品为核心到以客户为核心的转变，客户关系管理（CRM）的重要性日益显现。CRM应用实践表明，对CRM内涵和本质的认识不同往往造成CRM应用效果上的巨大差别。本文从价值创造的视角来研究客户关系管理，并基于价值创造从理念层、制度流程层和技术层三个层次来认识和理解客户关系管理。本文以保险公司为例，按照企业价值链从保险产品开发、产品营销、保险理赔和保险投资四个方面探讨了客户关系管理价值创造的机理。最后围绕价值创造这个核心，本文提出了将企业的内部条件和外部环境结合起来统一考虑，从公司战略、组织结构和业务流程、技术架构三个方面构建实施客户关系管理系统的框架和推动实施客户关系管理的策略。
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| 关 键 词： | 客户关系管理 价值链 信息技术 |
| 收稿时间： | 2009-3-3 |
| 修稿时间： | 2009-7-1 |
Value based CRM and its applications |
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| Ye Yinglan.Value based CRM and its applications[J].Science Research Management,2009,30(6):172-177. |
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| Authors: | Ye Yinglan |
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| Institution: | School of Economics and Management, Wuhan University, Wuhan 430072, China |
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| Abstract: | With the transformation of corporate business model from being product-focus to customer-focus,the importance of Customer Relationship Management(CRM)is revealed increasingly.In the daily practice,varied cognitions of the connotation and essence of CRM are caused a result of immense differences in its application effects.From the standpoint of value creation,the concept of CRM is analyzed and probed into based on three levels which are concept,system,and technology level.By taking the insurance corporation as an example,the value creation mechanism of CRM is discussed from four respects as per the corporate value chain,namely insurance product research and development,marketing,claim settling and management,and insurance investment.Lastly,centering on the value creation and taking the internal conditions and external environment of a corporation as a whole,the basic framework and strategies are provided to implement and promote CRM system based value creation from three aspects,including corporate strategy,organizational structure and business process,and technology architecture. |
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| Keywords: | CRM value chain information technology |
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