客户知识管理实施体系研究
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摘要
随着市场竞争的日益激烈,使得知识逐渐取代传统的生产要素(土地、劳动力和资本)成为企业最重要的资源,同时管理知识这种要素和资本的技术、方法、流程、工具等也就相应成为“竞争优势的最主要来源,甚至可能是唯一来源”,而客户知识管理正是通过对客户知识的运用和客户关系的引导,达到企业和客户价值最大化的战略。企业实施客户知识管理可以提高客户满意度和客户忠诚度,构筑坚实的竞争优势,实现企业的可持续发展。
本文主要运用知识管理和客户关系管理的有关成熟理论,对客户知识管理的理论和实施体系进行了深入探讨。论文首先分析了客户知识管理的理论基础以及知识管理、客户关系管理与客户知识管理三者之间的关系。其次,论文探讨了客户知识管理的实施目标和原则。在详细分析客户知识能力概念的基础上,提出了五种基于客户知识能力的客户知识管理实施模式,并对五种实施模式从基本理念、关注焦点、实现目标、应用案例等客户知识能力的表现方面进行了对比研究。然后,着重分析了客户知识管理的核心问题和面向客户价值实现的客户知识管理实施因素等即客户知识管理实施基础,并借鉴罗伯特·韦兰的封闭程序,综合客户关系管理能力的五个方面提出了客户知识管理实施的封闭循环框架。接着,论文根据客户知识管理成功实施的现实条件,着重探讨了客户知识管理的实施策略和流程,提出了以系统化客户知识管理为主、市场化和社会化客户知识管理为辅的客户知识管理实施策略,以及客户知识管理的实施措施,即面向客户知识管理的企业业务流程持续改进和再造流程、基于客户决策的CKM和CRM的“双维度”整合。最后,论文借鉴CMAT模型,考虑到其模型的自身确定和应用局限,提出了基于CMAT的客户知识管理实施绩效评价概念模型,并确定了标杆企业及其特征,应用CMAT方法对企业的客户知识管理实施绩效进行了评价。同时结合陕汽集团的客户知识管理实施活动进行了系统化评价。本文的研究对企业提高客户知识管理水平,实现与客户的“共赢”等方面具有一定的理论和现实意义。
With the fierce competition in the market increasingly, knowledge will gradually replace the traditional production factors, such as land, labor and capital, and it will become the most important resource in enterprise. At the same time, the technology, methods, processes and tools of Knowledge Management become the most important source of enterprise competitive advantages, even they are the only source, besides Customer Knowledge Management is the application of customers knowledge and the establishment to customer relationship, in order to achieve the enterprises’strategy and maximize the value of customers. As a result, the implementation of Customer Knowledge Management in enterprises can enhance customer satisfaction and customer loyalty, build a solid competitive advantages and attain the sustainable development.
In this paper, based on the theory of Knowledge Management and Customer Relationship Management, discusses in-depth the theory and system of Customer Knowledge Management. Firstly, it analyzes the research background of Customer Knowledge Management. The capacity about customer-centered, listenning to customers’wishes and responding rapidly to the changing customer expectations and needs will becoming the key to business success. The paper also expounds the ideas and contents of this study under the current environment. Secondly, the text analyzes the theoretical foundation of Customer Knowledge Management, including the theory of Knowledge Management and Customer Relationship Management. And it elaborates on the conception of customer knowledge competence, then the paper demonstrates five types of Customer Knowledge Management based on customer knowledge competence. Thirdly, to the core issue. of Customer Knowledge Management, combining with the theory of Customer Relationship Management competence, it studies the implementation framework of Customer Knowledge Management, including its implementation targets,principles and influencing factors. Fourthly, according to the actual implementation conditions of Customer Knowledge Management, this paper focuses on the implementation strategies and process of customer knowledge management, and proposes a Customer Knowledge Management strategy about systematic, market and social system management and a integration process based on BPR and the Involvement Theory. Furthermore, it makes use of CMAT methods to take the systematic evaluation of the proformance of its implementation. At last, with the implementation practice of Shaanxi Auto Group Customer Knowledge Management does an empirical analysis in this paper, then makes full use of the theory of Customer Knowledge Management, also to further increases its practical significance.
本文主要运用知识管理和客户关系管理的有关成熟理论,对客户知识管理的理论和实施体系进行了深入探讨。论文首先分析了客户知识管理的理论基础以及知识管理、客户关系管理与客户知识管理三者之间的关系。其次,论文探讨了客户知识管理的实施目标和原则。在详细分析客户知识能力概念的基础上,提出了五种基于客户知识能力的客户知识管理实施模式,并对五种实施模式从基本理念、关注焦点、实现目标、应用案例等客户知识能力的表现方面进行了对比研究。然后,着重分析了客户知识管理的核心问题和面向客户价值实现的客户知识管理实施因素等即客户知识管理实施基础,并借鉴罗伯特·韦兰的封闭程序,综合客户关系管理能力的五个方面提出了客户知识管理实施的封闭循环框架。接着,论文根据客户知识管理成功实施的现实条件,着重探讨了客户知识管理的实施策略和流程,提出了以系统化客户知识管理为主、市场化和社会化客户知识管理为辅的客户知识管理实施策略,以及客户知识管理的实施措施,即面向客户知识管理的企业业务流程持续改进和再造流程、基于客户决策的CKM和CRM的“双维度”整合。最后,论文借鉴CMAT模型,考虑到其模型的自身确定和应用局限,提出了基于CMAT的客户知识管理实施绩效评价概念模型,并确定了标杆企业及其特征,应用CMAT方法对企业的客户知识管理实施绩效进行了评价。同时结合陕汽集团的客户知识管理实施活动进行了系统化评价。本文的研究对企业提高客户知识管理水平,实现与客户的“共赢”等方面具有一定的理论和现实意义。
With the fierce competition in the market increasingly, knowledge will gradually replace the traditional production factors, such as land, labor and capital, and it will become the most important resource in enterprise. At the same time, the technology, methods, processes and tools of Knowledge Management become the most important source of enterprise competitive advantages, even they are the only source, besides Customer Knowledge Management is the application of customers knowledge and the establishment to customer relationship, in order to achieve the enterprises’strategy and maximize the value of customers. As a result, the implementation of Customer Knowledge Management in enterprises can enhance customer satisfaction and customer loyalty, build a solid competitive advantages and attain the sustainable development.
In this paper, based on the theory of Knowledge Management and Customer Relationship Management, discusses in-depth the theory and system of Customer Knowledge Management. Firstly, it analyzes the research background of Customer Knowledge Management. The capacity about customer-centered, listenning to customers’wishes and responding rapidly to the changing customer expectations and needs will becoming the key to business success. The paper also expounds the ideas and contents of this study under the current environment. Secondly, the text analyzes the theoretical foundation of Customer Knowledge Management, including the theory of Knowledge Management and Customer Relationship Management. And it elaborates on the conception of customer knowledge competence, then the paper demonstrates five types of Customer Knowledge Management based on customer knowledge competence. Thirdly, to the core issue. of Customer Knowledge Management, combining with the theory of Customer Relationship Management competence, it studies the implementation framework of Customer Knowledge Management, including its implementation targets,principles and influencing factors. Fourthly, according to the actual implementation conditions of Customer Knowledge Management, this paper focuses on the implementation strategies and process of customer knowledge management, and proposes a Customer Knowledge Management strategy about systematic, market and social system management and a integration process based on BPR and the Involvement Theory. Furthermore, it makes use of CMAT methods to take the systematic evaluation of the proformance of its implementation. At last, with the implementation practice of Shaanxi Auto Group Customer Knowledge Management does an empirical analysis in this paper, then makes full use of the theory of Customer Knowledge Management, also to further increases its practical significance.
引文
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【9】Henning Gebert, et al.Towards Customer Knowledge Management:Integrating Customer Relationship Management and Knowledge Management Concepts.Taipei:The Second International Conference on Electronic Business,2002
【10】米家乾.客户知识管理:与客户一起创造价值[J].当代财经,2003,11:72-73
【11】蔡银环.客户知识管理[J].管理透视,2003(2)
【12】齐佳音,韩新民,李怀祖.客户关系管理的管理学探讨[J].管理工程学报,2002,3
【13】王战平,柯青.客户知识管理概念研究[J].理论纵横,2004(1)
【14】郭庆,邵培基.客户知识管理及其实施的初步分析[J].科学学与科学技术管理,2004,10
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【16】(澳)罗斯道森著,祁延莉,董小英译.开发基于知识的客户关系——职业服务机构的未来[M].北京:电子工业出版社,2002
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【18】Davenport T. H. and Prusak L.Working Knowledge:How Organizations Managed What They Know.Harvard Business School Press,1998
【19】Sveiby, K. E.The New Organizational Wealth:Managing and Measuring Knowledge-Based Assets.San Francisco:Berrett-Koehler,1997
【20】Nonaka, I. Takeuchi.The knowledge-creating company:How Japanese companies create the dynamics of innovation.1995,New York:University Press
【21】叶开.客户营销的先行之路:客户金字塔[EB]. http://publish.it168.com/2004/0616/20040616008301_hezuo.shtml?hezuo=107
【22】Alan Cooper.Customer Knowledge Management.Pool Business and Marketing Strategy,1998,3-4
【23】Marcus Blosch.Customer Knowledge[J].Knowledge and Process Management,2000,7(4):265-268
【24】Li, T.,& Calantone, R. J.The impact of market knowledge competence on new product advantage:Conceptualization and empirical examination.Journal of Marketing,1998,62:13-29
【25】Campbell, Alexandra J.Creating customer knowledge competence:managing customer relationship management programs strategically.Industrial Marketing Management,2003,32:375-383
【26】李名圣,李永忠.客户关系管理中的客户知识整合[D].福州大学硕士论文,2006
【27】何荣勤.CRM 原理、设计与实践[M].北京:电子工业出版社,2003
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