摘要
在竞争日益激烈的今天,作为企业重要的资产,客户知识对企业创造竞争优势的作用越来越重要,因而企业知识管理越来越注重对客户知识管理,旨在灵敏地感知用户需求的变化,更好的识别和细分用户的需求,通过对客户知识的把握,识别和潜在客户和新的市场机会。但是在实践中,客户知识管理的开展和实施却并不理想。研究围绕客户知识管理的模型构建来展开讨论,旨在明确成功的客户知识管理实施需要借助的条件,并对构建的客户知识管理模型进行应用研究,以验证模型的拟合性以及客户知识管理对提升企业绩效的作用,并为企业实践提供实施指导。
客户知识管理流程和企业绩效关系展开讨论,以展开讨论,旨在明确成功的知识管理行动对企业产生的影响以及导致企业知识管理行动成功的前提条件,为国内企业开展知识管理提供理论指导。
首先进行了大量的文献回顾,总结了关键的研究概念,界定了研究对象,明确了研究的理论基础,归纳了现有的研究成果,在此基础上提出了一个基于流程的客户知识管理研究模型。最终,在理论分析的基础上,提出了实证研究的模型和假设,并设计了实证研究的方案。接着采用问卷调查的方法进行企业调研,并运用相应的统计分析软件对问卷调查结果进行分析。
根据调查和分析的结果,得出一些重要的研究结论并对研究模型和假设进行了修正:研究验证了文章中提出的基于流程的客户知识管理研究模型具有较好的拟合性,客户知识管理对企业绩效有正向影响;研究发现客户知识获取、客户知识应用、客户知识创新对企业有形绩效、无形绩效均影响显著,客户知识整合对企业有形绩效、无形绩效影响均不显著,客户知识共享仅对企业无形绩效影响显著。
研究的意义在于构建了基于流程的客户知识管理研究模型,并对此进行了实证分析验证,丰富了客户知识管理研究理论,特别是实证研究领域。研究成果将有助于企业开展实施客户知识管理,并为此提供一定的理论指导。
In an increasingly competitive today, as a very important asset for enterprises, customer knowledge becomes more and more important to create competitive advantages. Thus, the enterprises pay more attention to customer knowledge management, aiming to be sensitive to perceive changes in customer needs, identify and segment of the user's needs, and recognize the potential customers and new market opportunities through the grasp of the knowledge of customer.
Many enterprises have found it difficult to transform their firms through programs of customer knowledge management. This research discusses the relationship between firm performance and customer knowledge management as well as the five procedures that it includes. The results provide a basis for understanding the competitive predisposition of a firm as it enters a program of customer knowledge management and a theoretical guidance for Chinese enterprises to carry out customer knowledge management effectively.
This dissertation starts with review of abundant literature, then it summarizes some key concepts, sets boundary of research subjects, clarifies the theoretical rationale of the research, and concludes model construction about customer knowledge management. Based on the efforts, this dissertation puts forward a conceptual model on the customer knowledge management based on the procedures. On the basis of theoretical analysis, this dissertation brings forward a research model and some hypotheses for empirical research, makes investigation, analyzes the result of questionnaire investigation with SPSS 11.5.
According to the result of investigation and data analysis, several research conclusions are drawn and the research model and hypotheses are adjusted. It is pointed out that customer knowledge management consists of five dimensions, namely customer knowledge acquisition, customer knowledge integration, customer knowledge sharing, customer knowledge application and customer knowledge innovation, customer knowledge acquisition, customer knowledge application and customer knowledge innovation affected business visible and invisible performance very much.; customer knowledge integration s not without exception notable for the impact on the business visible and invisible performance; customer knowledge sharing is only remarkable to the business visible performance.
The significance of this study is to construct a model of customer knowledge management based on process, and has carried on the empirical analysis confirmation. This paper will enrich the customer knowledge management research theory, especially empirical study domain. Research results will help enterprises to carry out the implementation of customer knowledge management, and to provide a theoretical guide.
引文
[1]Ponzi,L.J.,Koenig,M.Knowledge management:another management fad[J].Information Research,2002,8(1):145.
[2]Nilakanta,Miller.,Zhu.Organizational memory management:technological and research Issues[J].Journal of database management,2006,17(1),85-94.
[3]Gebert,H.,Geib,M.,Kolbe,Lutz.,Brenner,Walter.Knowledge-enabled customer relationship management:integrating customer relationship management and knowledge management concept[J].Journal of Knowledge Management,2003,7(5),107-123.
[4]Donaldson,Bill.,and O Toole,T.Relationship Performance Dimensions of Buyer-Seller Exchanges[J].European Journal of Purchasing and Supply Management,2002,8(4):197-207.
[5]Snyder,M.,Davidson,I.In trouble? Conspectus-The IT Report for Directors and Decision Makers[J],2003:30-32.
[6]Gibbert,M.,and Leibold,M.Five styles of customer knowledge management,and how smart companies use them to create value[J].European Management Journal,2002,20(5):459-469.
[7]Wayland,R.E.,& Cole,P.C.Customer connections:new strategies forgrowth[M].Harvard Business School Press.1997.
[8]Garcia-Murillo,M.,and Annabi,H.Customer Knowledge Management[J].Journal of the Operational Research Society,2002,53(8):875-884.
[9]范惟翔.顾客知识管理、市场导向与行销绩效之关系研究[D].台湾:国立中山大学,2001.
[10]菲斯克,格罗夫,约翰著.张金成译.互动服务营销[M].北京:机械工业出版社,2001.
[11]Davenport,T.H.,and Prusak,L.Working Knowledge:How Organizations Manage What they Know[M].Boston,MA,Harvard Business School Press,1998.
[12]申明.知识资本运营论[M].北京:企业管理出版社,1998,8.
[13]郭欣,蔡新春.浅谈客户知识(CKM)管理[J].江苏商论,2003,4:58-60.
[14]史威夫特著,杨东龙译.客户关系管理:加速利润和优势的提升[M].北京:中国经济出版社,2001.
[15]Almquist,E.,and Pierce,Andrew.Customer Knowledge and Business Strategy[J].Marketing Research,2000,12(1):98-102.
[16]樊治平,李国辉.交互客户知识管理模型及案例分析[J].现代管理科学,2005(1):8-10.
[17]叶乃沂.信息经济时代的客户知识模型[J].运筹与管理,2002,11(4):121-127.
[18]杨毅,董大海,郑兵.顾客知识管理的概念与体系[J].商业研究,2005,309(1):47-48.
[19]Jennifer,E.Rowley.Reflections on customer knowledge management in e-business[J].Qualitative Market Research,2002,5(4):268-280.
[20]Blosch,Marcus.Customer Knowledge[J].Knowledge and Process Management,2000,7(4):265-268.
[21]Bueren,A.,Schierholz,R.,Kolbe,L.and Brenner,W.Customer knowledge management:Improving performance of customer relationship management with knowledge management [C].37th IEEE Hawaii international conference on system sciences,2004.
[22]邹农基,冯俊文.客户知识的关键维度及其管理过程[J].技术经济,2006,25(11):83-88.
[23]张海峰.客户综合价值评价及客户知识管理研究[D].哈尔滨:哈尔滨工程大学,2006.
[24]李永忠.论企业CRM中客户知识的整合问题[J].福州大学学报(哲学社会科学版),2006,3(75):27-30.
[25](美)史威夫特著,杨东龙译.客户关系管理:加速利润和优势的提升[M].北京:中国经济出版社,2001,2.
[26]齐建国.知识经济与管理[M].北京:社会科学文献出版社,2001,12.
[27]郭清,樊治平,郑苗,王建宇.ECCRM中的客户知识管理[J].东北大学学报(自然科学版),2004,25(3):299-302.
[28]蒋跃进.基于知识型的客户关系管理[J].华东经济管理,2004,18(6):125-126.
[29]何雍庆,范惟翔,陈振燧.顾客知识管理模式建构与验证[J].中华管理评论,2003,6(5):53-57.
[30]Tiwana,A.The essential guide to knowledge management,e-business and CRM application [M].Prenticce-Hall,Upper Saddle River,NJ,2001.
[31]Garcia-Murillo,M.,and Annabi,H.Customer Knowledge Management[J].Journal of the Operational Research Society,2002,53(8):875-884.
[32]Swift,R.S.Accelerating Customer Relationships-Using CRM and Relationship Technologies[M].Upper Saddle River:Prentice Hall PTR,2001.
[33]孟丽君,张大亮,胡旭初.客户知识与开展客户知识管理的组织条件分析[J].电子科技大学学报(社科版),2007,9(1):32-36.
[34]Badaracco.The Knowledge Link:How Firms Compete Through Strategic Alliances[M].Harvard Business School Press,Boston,1991.
[35]Quinn,J.B.Intelligent Enterprise[M].New York:Free Press,1992.
[36]Christine,W.S.,Devinney,T.M.and Midgley,D.F.The process of knowledge creation in organization[M].2004.
[37]Norman,P.M.Knowledge acquisition,knowledge loss,and satisfaction in high technology alliances[J].Journal of Business Research,2004,57:610-619.
[38]王立生.社会资本、吸收能力对知识获取和创新绩效的影响研究[D].杭州:浙江大学,2007.
[39]Polanyi,M.The tacit dimension[M].London:Routledge and Kegan Paul.1966:56-65
[40]周晓宁,李永健.CKM中客户知识的获取研究[J].现代管理科学,2006(12):11-13.
[41]Henderson,Clark.Architectural Innovation:The Reconfiguration of Existing Systems and the Failure of Established Firms[J].Administrative Science Quarterly,1990:35.
[42]De Boer,Michiel.,Van Den Bosch.,Frans,A.J.,and Voleberda,Henk.W.Managing Organizational Knowledge Integration in the Emerging Multimedia Complex[J].Journal of Management Studies,1999,36(3):102-110.
[43]任皓,邓三鸿.知识管理的重要步骤——知识整合[J].情报科学,2002,20(6):25-28.
[44]Bostrom,R.P.Successful Application of Communication Techniques to Improve the Systems Development Process[J].Information & Management,1989,16:279-295.
[45]Huber,G.P.Organizational learning:the contributing processes and the literatures [J].Organizational science,1991,2(1):88-115.
[46]Nonaka,I.& Takeuchi,H.The knowledge-creating company:How Japanese companies create the dynamics of innovations[M].New York:Oxford University Press,1995.
[47]Hendriks,P.Why share knowledge? The influence of ICT on motivation for knowledge sharing[J].Knowledge and process management,1999,6(2):91-100.
[48]Eriksson,I.V.,and Dickson,G.W.Knowledge sharing in high technology companies[C].In proceedings of American Conference on Information Systems,AIS/MCIS,2000,Aug.
[49]Nancy,M.D.Common Knowledge:How Companies thrive by sharing what they know[J].Long Range Planning,2001,34:223-243.
[50]李长玲.隐性知识共享的障碍及其对策分析[J].情报理论与实践,2005,28(2):129-131.
[51]赵文平,王安民,徐国华.组织内部知识共享的机理与对策研究[J].情报科学,2004,22(5):517-519.
[52]雷玲.实施知识共享的企业文化探讨[J].科技进步与对策,2003,14:105-106.
[53]Deshpande,Rohit.,and Zaltman,Gerald.Factors Affecting the Use of Market Research Information:A Path Analysis[J].Journal of Marketing Research,1982,19(February):14-31.
[54]John,George.,and Martin,John.Effects of Organizational Structure of Marketing Planning on Credibility and Utilization of Plan Output[J].Journal of Marketing Research,1984,21(May):170-183.
[55]Patton,M.Q.Utilization-Focused Evaluation[M].Beverly Hills,CA:Sage Publications,Inc,1978.
[56]Anderson,Cathy.,James,Ciarlo.,and Brodie,Susan.Measuring Evaluation-Induced Change in Mental Health Programs,in Utilizing Evaluation:Concepts and Measurement Techniques[M].CA:Sage Publications,Inc,1981:97-124.
[57]Bernard,J.R.L.,and Blair,D.The Pocket Macquarie Dictionary[M].2nd edition.Singarpore:Jacaranda Press,1989.
[58]McDermott,R.Why information technology inspired but cannot deliver knowledge management[J].California Management Review,1999,41(4):103-107.
[59]Grant,R.M.Toward a knowledge-based theory of the firm[J].Strategic Management Journal,Special Issue,1996,17:109-122.
[60]Nonaka,I.The knowledge-creating company[J].HBR.1991,11:94-104.
[61]Amidon,D.M.Knowledge Innovation:The common language[J].Journal of Technology Studies,1993,Fall.
[62]Mullins,J.W.,& Walker,O.Competency,prior performance,opportunity framing and competitive response:exploring some behavioral decision theory perspectives[J].Marketing Letters,1996,7(2):147-162.
[63]Ranjit Bose.Customer Relationship Management:Key Components for IT success[J].Industrial Management & Data System,2002,2(102):89-97.
[64]Campbell,Alexandra.Creating Customer Knowledge Competence:Managing Customer Relationship Management Programs Strategically[J].Industrial Marketing Management,2003,32(July):375-383.
[65]Deshpande,R.,Farley,J.U.,and Frederick,E.W.Corporate culture,customer orientation,and innovation in Japanese firms:A quadrad analysis[J].Journal of Marketing,1993,57(Jan):23-27.
[66]Kohli,Ajay.K.,and Jaworski,Bernard.J.Market Orientation:The Construct,Research Propositions,and Managerial Implications[J].Journal of Marketing,1990,54(April):1-18.
[67]Jaworski,Bernard J.,and Ajay K.Kohli.Market Orientation:Antecedents and Consequences[J].Journal of Marketing,1993,57(July):53-70.
[68]郭清,樊治平,郑苗,王建宇.ECCRM中的客户知识管理[J].东北大学学报(自然科学版),2004,25(3):299-302.
[69]黄亦潇,邵培基.客户知识管理系统的构建方法研究[J].电子科技大学学报社科版,2006,8(1):29-33.
[70]Curry,J.and A.Curry.The Customer Marketing Method:How To Implement And Profit From Customer Relationships Management[M].Free Press,N.Y.,2000.
[71]J C Anderson,D VY Gerbing.Structural Equation Modeling in Practice:A Review and Recommended Two-step Approach[J].Psychological Bulletin,1988,103(3):411-423.
[72]吴明隆.SPSS统计应用实务[M].中国台北:文魁信息股份有限公司,2002.
[73]薛薇著.SPSS统计分析方法及应用[M].北京:电子工业出版社,2005.
[74]Steiger J H.Structure model evaluation and modification:An interval estimation approach[J].Multivariate Behavioral Research,1990,25:173-180.
[75]Steenkamp Geyskens I Jan-Benedict,Scheer Lisa K,Kumar Nirmalya.The effects of trust and interdependence on relationship commitment:a transatlantic study[J].International Journal of Research in Marketing,1996,13(4):303-317.
[76]Hamel,Gary.,and Prahalad,C.K.The Core Competence of the Corporation[J].Harvard Business Review,1990.
[77]Toffler,A.Powershift:Knowledge,Wealth and Violence at the Edge of the 21st Century [M].Bantan Books,New York,1990.
[78]吕峰.迎接知识经济的挑战[J].软科学,1998(3):19-26.
