基于知识管理的智能客户关系管理的研究
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摘要
客户关系管理(CRM)是适应“以产品为中心”到“以客户为中心”的经营模式转变而发展起来的新的管理理念,它的目标是提高客户满意度和忠诚度。智能客户关系管理的根本实质是将知识管理、数据挖据等智能技术引入到CRM中,根据企业中储存的客户知识来识别具有潜在价值的客户,从而掌握、发掘和引导客户需求,保持老客户,开拓新客户,提高企业的竞争力。
本文在总结分析客户关系管理以及知识管理的基础上,对智能客户关系管理系统的整个框架进行阐述,论文的主要工作如下:
1.分析了知识管理和客户关系管理之间的相互联系,并且根据知识的表现形式对知识进行分类。
2.本文根据客户对企业的贡献度对客户的价值进行定位和评估,根据客户的价值度将客户群体划分成四种类型。根据客户和企业之间的交流程度以及客户对企业的利润贡献度将客户关系的发展分成四个阶段:考察期、形成期、稳定期和退化期,并对客户生命周期利润进行分析研究。
3.本文在对基于知识管理的智能客户关系管理进行理论研究的同时,还对整个系统实施的风险和关键问题进行系统的说明和分析。
As the business mode transformed from "centered on products" to "centered on customer", a brand new management idea-Customer Relationship Management(CRM) came out. The idea takes customer satisfaction and loyalty as its goal. The fundamental essence of intelligent CRM is to introduce Knowledge Management (KM) and Data Mining (DM) to CRM, and to achieve the identification of potential valuable customers by dealing with the enterprise accumulated customer knowledge, then to find and guide the needs of customers to keep the original customers and to develop new ones. Finally, the improvement of enterprise competitiveness will be achieved.
Through the analysis of CRM and KM, this paper outlined the framework of intelligent CRM, details as following:
1. Discussion of the correlation between CRM and KM, and category of knowledge by its appearing forms.
2. This paper defines and evaluates the customer according to their contribution to the enterprise, and divides the customer group to four categories. And we divide the development of customer relationship to four stages according to the communication between customers and the corporation and the contribution to the corporation profits: observing period, developing period, stable period, and recessing period. And we analyzed the profit of customer life cycle.
3. This paper focuses on the research of Intelligent CRM based on KM, meanwhile systematically tells and analysis the risk and key points during the rollout of the whole system.
本文在总结分析客户关系管理以及知识管理的基础上,对智能客户关系管理系统的整个框架进行阐述,论文的主要工作如下:
1.分析了知识管理和客户关系管理之间的相互联系,并且根据知识的表现形式对知识进行分类。
2.本文根据客户对企业的贡献度对客户的价值进行定位和评估,根据客户的价值度将客户群体划分成四种类型。根据客户和企业之间的交流程度以及客户对企业的利润贡献度将客户关系的发展分成四个阶段:考察期、形成期、稳定期和退化期,并对客户生命周期利润进行分析研究。
3.本文在对基于知识管理的智能客户关系管理进行理论研究的同时,还对整个系统实施的风险和关键问题进行系统的说明和分析。
As the business mode transformed from "centered on products" to "centered on customer", a brand new management idea-Customer Relationship Management(CRM) came out. The idea takes customer satisfaction and loyalty as its goal. The fundamental essence of intelligent CRM is to introduce Knowledge Management (KM) and Data Mining (DM) to CRM, and to achieve the identification of potential valuable customers by dealing with the enterprise accumulated customer knowledge, then to find and guide the needs of customers to keep the original customers and to develop new ones. Finally, the improvement of enterprise competitiveness will be achieved.
Through the analysis of CRM and KM, this paper outlined the framework of intelligent CRM, details as following:
1. Discussion of the correlation between CRM and KM, and category of knowledge by its appearing forms.
2. This paper defines and evaluates the customer according to their contribution to the enterprise, and divides the customer group to four categories. And we divide the development of customer relationship to four stages according to the communication between customers and the corporation and the contribution to the corporation profits: observing period, developing period, stable period, and recessing period. And we analyzed the profit of customer life cycle.
3. This paper focuses on the research of Intelligent CRM based on KM, meanwhile systematically tells and analysis the risk and key points during the rollout of the whole system.
引文
[1]《中国市场》杂志社、中外物流[M],2005,第6期
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[12]王广宇,客户关系管理方法论[M].清华大学出版社,2004
[13]徐丽娟,知识管理精要[M].电子工业出版社,2002,20-24
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[15]张学军,吴潇,刘翠响,CRM实施宝典[M].国防出版社,2005
[16]杨绍明,基于B/S模式的CRM研究与应用[D].武汉理工大学硕士学位论文
[17]阿姆瑞特·蒂瓦纳,知识型客户关系管理[M].电子工业出版社,2002
[18]唐璎璋,孙黎,一对一营销[M].中国经济出版社,2002
[19]徐丽娟,知识管理精要[Mj.电子工业出版社,2002,177-190
[20]王永贵,顾客资源管理[M].北京大学出版社,2005,157-197
[21]胡左浩,郑兆红,顾客生涯价值概念及其对CRM的启示[J].外国经济与管理,2001,第四期
[22]冶鲁,魏中龙,胜利之理[M].机械出版社,2002,160-164
[23]吉尔·戴奇,客户关系管理手册[M].中国人民大学出版社,2004,43-62
[24]王炳雪,客户关系管理在我国发展的问题与对策[M].经济师,2005,第二期
[25]杨应崧,潘向翀,知识管理导论原理与实践[M].高等教育出版社,2004,202-210
[26]齐佳音,李怀祖,客户关系管理(CRM)的体系框架分析[J].工业工 程,2002,第一期
[27]邵盛,白素怀,数据挖掘技术的研究[J].微机发展,1999,第三期
[28]王珊,数据仓库与联机分析处理[M].科学出版社,1999
[29]Nerney,Cchris,Getting to knowknow]edgemanagement[J],Network world,1997,14(39):101-110
[30]Towards customer knowledge management-Integrating customer relationship management and knowledge management concepts[A],The Second International Conference on Electronic Business[C],Taipei.National Chiao Tung University Press,2002,10-13
[31]Michael.Meltzer,Segement Your Customer Based on Profitability[]]BBT Consultantes;,2000,18(2)
[32]Joe Peppard,Customer Relationship Management(CRM)in Financial Services[J].European Management,2000,18(3):312-327
[33]htt.p://soft.ehinabyte.com/427/2540427.shtm].2006.8.22
[34]http://www.kmthc.com/news/Html/News/scyx/xsgl/2395.html
[35]Xerox公司,http://www.xerox.com
[36]http://www.wecrm.com/cases_content.aslox?id=1
[37]http://book.hr.com.cn/detail2.php?id=9072
[2]威廉·道菲南斯等、CEO的智慧——29位世界级CEO畅谈21世纪面临的经营挑战[M].上海交通大学出版社,2001,285-295
[3]维娜·艾利,企业研究报告.长城企业战略研究所,1999,第98期
[4]陈锐,公司知识管理[M].山两经济出版社,2000,35-45
[5]杨梅英,知识经济与知识管理[M].经济管理出版社,1999,87-92
[6]陶德言,知识经济浪潮[M].中国城市出版社,1998,255-256
[7]奉继承,知识管理理论、技术与运营[M].中国经济出版社,2006,95-97
[8]奥托·卡尔特霍大,野中郁次郎,光与影—企业创新[M].上海交通出版社,1999,24-27
[9]野中郁次郎,知识创新型企业,知识管理[M].中国人民出版社、哈佛商学院出版社,1999,18-39
[10]奉继承,识管理理论、技术与运营[M].中国经济出版社,2006,61-78
[11]袁志刚,知识经济学导论[M].上海人民出版社,1999,253-255
[12]王广宇,客户关系管理方法论[M].清华大学出版社,2004
[13]徐丽娟,知识管理精要[M].电子工业出版社,2002,20-24
[14]田同生,CRM中的管理理念[J].电子商务技术,2001,第1期
[15]张学军,吴潇,刘翠响,CRM实施宝典[M].国防出版社,2005
[16]杨绍明,基于B/S模式的CRM研究与应用[D].武汉理工大学硕士学位论文
[17]阿姆瑞特·蒂瓦纳,知识型客户关系管理[M].电子工业出版社,2002
[18]唐璎璋,孙黎,一对一营销[M].中国经济出版社,2002
[19]徐丽娟,知识管理精要[Mj.电子工业出版社,2002,177-190
[20]王永贵,顾客资源管理[M].北京大学出版社,2005,157-197
[21]胡左浩,郑兆红,顾客生涯价值概念及其对CRM的启示[J].外国经济与管理,2001,第四期
[22]冶鲁,魏中龙,胜利之理[M].机械出版社,2002,160-164
[23]吉尔·戴奇,客户关系管理手册[M].中国人民大学出版社,2004,43-62
[24]王炳雪,客户关系管理在我国发展的问题与对策[M].经济师,2005,第二期
[25]杨应崧,潘向翀,知识管理导论原理与实践[M].高等教育出版社,2004,202-210
[26]齐佳音,李怀祖,客户关系管理(CRM)的体系框架分析[J].工业工 程,2002,第一期
[27]邵盛,白素怀,数据挖掘技术的研究[J].微机发展,1999,第三期
[28]王珊,数据仓库与联机分析处理[M].科学出版社,1999
[29]Nerney,Cchris,Getting to knowknow]edgemanagement[J],Network world,1997,14(39):101-110
[30]Towards customer knowledge management-Integrating customer relationship management and knowledge management concepts[A],The Second International Conference on Electronic Business[C],Taipei.National Chiao Tung University Press,2002,10-13
[31]Michael.Meltzer,Segement Your Customer Based on Profitability[]]BBT Consultantes;,2000,18(2)
[32]Joe Peppard,Customer Relationship Management(CRM)in Financial Services[J].European Management,2000,18(3):312-327
[33]htt.p://soft.ehinabyte.com/427/2540427.shtm].2006.8.22
[34]http://www.kmthc.com/news/Html/News/scyx/xsgl/2395.html
[35]Xerox公司,http://www.xerox.com
[36]http://www.wecrm.com/cases_content.aslox?id=1
[37]http://book.hr.com.cn/detail2.php?id=9072