中小企业客户关系管理系统托管模式研究
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摘要
为了在日益激烈的市场竞争中生存和发展，越来越多的中小企业正积极寻求实施客户关系管理(CRM)。企业内部自主开发CRM所需周期长、投资大，令一般中小企业难以承受。应用托管(ASP)被普遍认为将是企业使用软件的主导模式，它通过建立公共的IT应用平台为企业提供应用租赁服务，有助于企业投入相对少的资金而获得较高的应用软件价值，其财务上的益处以及风险的转移使得很多企业用户放弃了永久许可证模式。CRM因其主要面向外部应用、分布式、移动性等应用特征被认为是ASP应用最为理想的领域。CRM-ASP模式在美国已经得到蓬勃的发展，国内市场正处于启蒙阶段，市场潜力广阔，无论对于广大中小企业还是对于有意进入此领域的IT厂商来说都是很好的机会。
本文的总体目标正是为寻求实施CRM的国内中小企业、意图在ASP领域寻求发展的IT厂商提供较为系统深入的CRM-ASP模式分析。基于此目标，本文研究的核心在于从理论和实践意义上探讨中小企业使用ASP模式实现CRM的可行性，以及CRM-ASP应用产品如何从功能、技术上满足中小企业应用需求。文章的主体部分由理论研究和实证研究构成。
文章在第一章绪论部分对选题缘起和意义、研究现状、研究内容和方法以及研究的创新点作了简要的说明，以期形成对于本项选题研究背景、选题意义和研究方法、过程总的认识。
文章第一部分暨理论研究部分试图建立后续实证研究的基础。第二章系统总结了CRM的定义、技术和市场态势，并对国内外代表性CRM厂商作了比较详细的介绍，以期形成对CRM的总体把握。第三章解释了为什么中小企业需要实施CRM策略，强调了CRM在企业电子商务中的战略重要性和企业因之可能获得的种种利益。第四章首先描述了中小企业实现CRM的几个关键过程，包括建立统一的CRM视图、定义CRM需求、评估CRM就绪状态等；在此基础上文章进而比较分析了企业实施CRM所可能采取的内部自主发展与外部托管两种方法的优劣，得出“外包CRM对于大多数中小企业而言是一种更好的选择”这样一个结论；为了对CRM实施风险有所认识，第四章末对实施CRM可能遇到的主要问题分别做了说明。第五章从ASP定义、ASP分类、ASP应用和市场等方面概括性介绍了ASP相关知识；同一章中文章阐述了使用ASP服务的一般优点和风险，进而重点分析了CRM-ASP
模式的优势与风险所在，得出的结论是使用ASP模式实施CRM的优势要超过其劣
势，这样中小企业就有可能从使用ASPs提供的应用服务中获益，从第四章所了
解到的蓬勃发展的ASP市场也从实践上证明了这一点。
理论研究的目的是尽可能在CRM、中小企业和ASP模式三者之间建立联结关
系，论述中小企业选择ASP应用实施CRM的可行性，从而指出实证研究问题:在
产品和服务方面，ASP模式如何恰当的定位CRM功能并有效的满足中小企业应用
需求，中小企业又能通过选择CRM一ASP模式获得多大的商业价值。第二部分实证
研究试图通过比较和分析目前两款主流CRM一ASP产品:Upshot公司的UPshot和
Salesforce.com公司的专业版本(SPE)对上述实证研究问题予以解答。
文章第二部分暨第六章从以下三个角度来进行实证比较研究:应用的商业价
值、应用功能及关键技术特征，并将重点放在后面两类上，这是为了对国内目前
相当有限的ASP研究做一些系统补充，特别是从技术方面。尽管研究发现，就总
体评估记分而言Salesforce.com比Upshot有轻微优势，结果同时也表明所选择
的两项应用之间不存在重大区别，不论是从商业价值还是从功能、技术特征方面
来说。值得着重指出的是，文章所研究的CRM一ASP应用模式对于传统CRM应用解
决方案来说在拥有总成本方面拥有非常突出的竞争优势，这对于寻求实施CRM的
中小企业来说是一个福音。
实证研究表明预期实施CRM的中小企业应着手从本项实证研究所覆盖的产
品功能、安全性、用户界面及用户支持、集成性、扩展性等关键技术特征方面对
候选ASP产品实施全面的调查。实证研究中发展出来的评估记分卡对于中小企业
选择实施CRM一ASP产品应用是一个实用的工具。另外，中小企业应该清楚地认识
到使用ASP产品的风险，并积极运用相关的机制进行规避，这是非常重要的一点。
文章第三部分暨第七章对全文研究作了概要性总结，并结合ASP模式在图书
情报领域的应用做了初步探讨，认为基于图书馆联盟建设区域性、行业性、专业
性的网络图书馆是应用ASP模式实现图书情报机构信息化建设跨越式发展的一
个很好的选择。文章在结论部分还对本项研究的局限性和进一步研究的建议作了
说明。
全文含图n幅，表13个。
In order to survive and develop in the fierce market competition day by day, more and more SMEs (small and medium-sized enterprises) are exploring actively to implement CRM. Developing CRM inhome will last long and be very expensive, which make most of SMEs difficult to afford. ASP(Application Service Provider) is generally thought of as a dominating model with which enterprises use software. ASPs set up a public IT platform to offer service of leasing for enterprises, which can not only improve the whole society IT investment efficiency, but also reduce IT investment risk of single enterprise. CRM is considered to be an ideal field of ASP application because of its characteristics of outside-oritented applicailton, distribution, movement etc. CRM-ASP model has got flourishing development in U.S.A. At the same time, the domestic market is still at the stage of teaching beginners. Obviously the market potential is wide, so we can say there is a good chance of CRM-ASP to SMEs and to IT companies who are trying
to enter this market.
The overall goal of this paper is to offer a systematic and deep analysis of business model to SMEs who prepare to select CRM-ASP products and to domestic IT companies related. To service this goal, the core of this research is to explore the feasibility of SMEs to implement CRM with ASP products from theoretic and practical point of view, and to explore how ASPs locate their application functions and satisfy SMEs' requests. This paper is formed by theoretical research and empirical research mainly.
Chapter one, an introduction, make a brief explanation for the significance of selected title, current situation of relative research, research contents, method and innovation of the research, which give a total understanding of research background, research significance, research approach and course.
Part I, a theoretical research, is the foundation of empirical research afterwards. Chapter two systemetically summarize the definition, technology, market situation of CRM, then make a detailed introduction to domestic and international representative CRM companies. Chapter three explains why SMEs need CRM, emphasize its strategic importance and all sorts of interests that SMEs will obtain from it. Chapter
four describes several key courses in which SMEs may implement CRM, such as setting up a unified CRM view, defining CRM demands, assessming the state of preparation etc. Chapter four then compares and analyzes the advantages and shortcomings of the two approaches, developing CRM inhome and outsoursing it to ASPs. The findings indicate outsoursing CRM to ASPs is a better choice to most SMEs. To support this conclusion, chapter five finds selecting ASP model has an advantage by defining and deviding ASP, describing ASP application and market situation, identifying its belefits and potential risks.
The purpose of part I, the theoretical research, is to establish the association among CRM, SMEs and ASP model as much as possible, which is used to testify that it is feasible for SMEs to implement CRM with ASP model. Then the paper points out the question of empirical research: from the point of view of products and service offered actually, how ASPs effectively locate CRM functions and satisfy the requests of SMEs, and how much business value SMEs can abtain from selecting application service from ASPs. Part II, an empirical research is arranged to answer the above-mentioned questions by comparing and analyzing two current dominating CRM-ASP products: Upshot's Upshot and Salesforce.com's SPE.
Empirical research in chapter six carry on a comparative study on the selected products from three aspects: commercial value, functions and key technology characteristics, and put the focal point on the two latter aspects with an object to offer a systematic supplement to fairly limited research on ASP especially from technology perspective nowadays. The result of the empirical study indicates that there is no a significant difference between two applications chosen, whether from technological characterist
本文的总体目标正是为寻求实施CRM的国内中小企业、意图在ASP领域寻求发展的IT厂商提供较为系统深入的CRM-ASP模式分析。基于此目标，本文研究的核心在于从理论和实践意义上探讨中小企业使用ASP模式实现CRM的可行性，以及CRM-ASP应用产品如何从功能、技术上满足中小企业应用需求。文章的主体部分由理论研究和实证研究构成。
文章在第一章绪论部分对选题缘起和意义、研究现状、研究内容和方法以及研究的创新点作了简要的说明，以期形成对于本项选题研究背景、选题意义和研究方法、过程总的认识。
文章第一部分暨理论研究部分试图建立后续实证研究的基础。第二章系统总结了CRM的定义、技术和市场态势，并对国内外代表性CRM厂商作了比较详细的介绍，以期形成对CRM的总体把握。第三章解释了为什么中小企业需要实施CRM策略，强调了CRM在企业电子商务中的战略重要性和企业因之可能获得的种种利益。第四章首先描述了中小企业实现CRM的几个关键过程，包括建立统一的CRM视图、定义CRM需求、评估CRM就绪状态等；在此基础上文章进而比较分析了企业实施CRM所可能采取的内部自主发展与外部托管两种方法的优劣，得出“外包CRM对于大多数中小企业而言是一种更好的选择”这样一个结论；为了对CRM实施风险有所认识，第四章末对实施CRM可能遇到的主要问题分别做了说明。第五章从ASP定义、ASP分类、ASP应用和市场等方面概括性介绍了ASP相关知识；同一章中文章阐述了使用ASP服务的一般优点和风险，进而重点分析了CRM-ASP
模式的优势与风险所在，得出的结论是使用ASP模式实施CRM的优势要超过其劣
势，这样中小企业就有可能从使用ASPs提供的应用服务中获益，从第四章所了
解到的蓬勃发展的ASP市场也从实践上证明了这一点。
理论研究的目的是尽可能在CRM、中小企业和ASP模式三者之间建立联结关
系，论述中小企业选择ASP应用实施CRM的可行性，从而指出实证研究问题:在
产品和服务方面，ASP模式如何恰当的定位CRM功能并有效的满足中小企业应用
需求，中小企业又能通过选择CRM一ASP模式获得多大的商业价值。第二部分实证
研究试图通过比较和分析目前两款主流CRM一ASP产品:Upshot公司的UPshot和
Salesforce.com公司的专业版本(SPE)对上述实证研究问题予以解答。
文章第二部分暨第六章从以下三个角度来进行实证比较研究:应用的商业价
值、应用功能及关键技术特征，并将重点放在后面两类上，这是为了对国内目前
相当有限的ASP研究做一些系统补充，特别是从技术方面。尽管研究发现，就总
体评估记分而言Salesforce.com比Upshot有轻微优势，结果同时也表明所选择
的两项应用之间不存在重大区别，不论是从商业价值还是从功能、技术特征方面
来说。值得着重指出的是，文章所研究的CRM一ASP应用模式对于传统CRM应用解
决方案来说在拥有总成本方面拥有非常突出的竞争优势，这对于寻求实施CRM的
中小企业来说是一个福音。
实证研究表明预期实施CRM的中小企业应着手从本项实证研究所覆盖的产
品功能、安全性、用户界面及用户支持、集成性、扩展性等关键技术特征方面对
候选ASP产品实施全面的调查。实证研究中发展出来的评估记分卡对于中小企业
选择实施CRM一ASP产品应用是一个实用的工具。另外，中小企业应该清楚地认识
到使用ASP产品的风险，并积极运用相关的机制进行规避，这是非常重要的一点。
文章第三部分暨第七章对全文研究作了概要性总结，并结合ASP模式在图书
情报领域的应用做了初步探讨，认为基于图书馆联盟建设区域性、行业性、专业
性的网络图书馆是应用ASP模式实现图书情报机构信息化建设跨越式发展的一
个很好的选择。文章在结论部分还对本项研究的局限性和进一步研究的建议作了
说明。
全文含图n幅，表13个。
In order to survive and develop in the fierce market competition day by day, more and more SMEs (small and medium-sized enterprises) are exploring actively to implement CRM. Developing CRM inhome will last long and be very expensive, which make most of SMEs difficult to afford. ASP(Application Service Provider) is generally thought of as a dominating model with which enterprises use software. ASPs set up a public IT platform to offer service of leasing for enterprises, which can not only improve the whole society IT investment efficiency, but also reduce IT investment risk of single enterprise. CRM is considered to be an ideal field of ASP application because of its characteristics of outside-oritented applicailton, distribution, movement etc. CRM-ASP model has got flourishing development in U.S.A. At the same time, the domestic market is still at the stage of teaching beginners. Obviously the market potential is wide, so we can say there is a good chance of CRM-ASP to SMEs and to IT companies who are trying
to enter this market.
The overall goal of this paper is to offer a systematic and deep analysis of business model to SMEs who prepare to select CRM-ASP products and to domestic IT companies related. To service this goal, the core of this research is to explore the feasibility of SMEs to implement CRM with ASP products from theoretic and practical point of view, and to explore how ASPs locate their application functions and satisfy SMEs' requests. This paper is formed by theoretical research and empirical research mainly.
Chapter one, an introduction, make a brief explanation for the significance of selected title, current situation of relative research, research contents, method and innovation of the research, which give a total understanding of research background, research significance, research approach and course.
Part I, a theoretical research, is the foundation of empirical research afterwards. Chapter two systemetically summarize the definition, technology, market situation of CRM, then make a detailed introduction to domestic and international representative CRM companies. Chapter three explains why SMEs need CRM, emphasize its strategic importance and all sorts of interests that SMEs will obtain from it. Chapter
four describes several key courses in which SMEs may implement CRM, such as setting up a unified CRM view, defining CRM demands, assessming the state of preparation etc. Chapter four then compares and analyzes the advantages and shortcomings of the two approaches, developing CRM inhome and outsoursing it to ASPs. The findings indicate outsoursing CRM to ASPs is a better choice to most SMEs. To support this conclusion, chapter five finds selecting ASP model has an advantage by defining and deviding ASP, describing ASP application and market situation, identifying its belefits and potential risks.
The purpose of part I, the theoretical research, is to establish the association among CRM, SMEs and ASP model as much as possible, which is used to testify that it is feasible for SMEs to implement CRM with ASP model. Then the paper points out the question of empirical research: from the point of view of products and service offered actually, how ASPs effectively locate CRM functions and satisfy the requests of SMEs, and how much business value SMEs can abtain from selecting application service from ASPs. Part II, an empirical research is arranged to answer the above-mentioned questions by comparing and analyzing two current dominating CRM-ASP products: Upshot's Upshot and Salesforce.com's SPE.
Empirical research in chapter six carry on a comparative study on the selected products from three aspects: commercial value, functions and key technology characteristics, and put the focal point on the two latter aspects with an object to offer a systematic supplement to fairly limited research on ASP especially from technology perspective nowadays. The result of the empirical study indicates that there is no a significant difference between two applications chosen, whether from technological characterist
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93 刘霞等．数据挖掘技术在CRM中的应用[J]．现代管理科学，2004(3)
94 张秋余等．基于Java平台应用系统安全技术的研究与实现[J]．计算机工程与设计，2004(3)
95 刘海宽．CRM与企业战略[J]．首都经济贸易大学学报，2004(1)
96 方凌云．网络环境下企业客户关系管理的应用研究[J] _软科学，2004(1)
97 张颖．数据挖掘技术在银行CRM中的应用[J]．广西金融研究，2004(2)
98 王珊珊等．利用XML构造安全的客户关系管理系统[J]．计算机应用研究，2004(3)
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100 路晓伟等．GRM中客户识别的多维框架[J]．软科学，2004(1)
101 刘鲁源等．基于XML Web Services企业应用体系结构的开发与研究[J]．计算机工程与应用，2004(5)
102 张瑶．企业电子商务与CRM系统的共进[J]．经济论坛，2004(5)
103 吴国坚等．企业实施客户关系管理的成功关键因素分析[J]．技术经济与管理研究，2004(1)
104 管政．无线CRM的潜能和挑战[J]．电子商务，2004(2)
105 曹晖等．CRM应用方案分析及解决方法[J]．计算机应用研究，2004(1)
106 李金阳等．客户关系管理及其关键技术探讨[J]．计算机与现代化，2004(1)
107 徐忠海等．基于客户关系生命周期的CRM理念[J]．科研管理，2003(6)
108 远见．创智CRM：从珠三角到长三角的轮回[J]．电子商务，2003(8)
109 张建民．文献提供服务实施客户关系管理的策略[J]．图书馆论坛，2003(6)
110 吴开军．客户分类方法探析[J]．工业技术经济，2003(6)
111 孟洁．推动物流CRM时代—访联成互动软件公司[J]．中国物流与采购，2003(17)
112 魏宏业等．电子商务环境下建设企业CRM系统的思路和策略[J]．中国软科学，2003(4)
113 李冬梅．以客户关系为中心的业务流程重组[J]．学术交流，2003(5)
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120 张开涛等．基于Web的远程故障服务系统及其关键技术研究[J]．计算机工程，2003(10)
121 王扶东等．CRM中客户关系分析评价方法研究[J]．计算机工程与应用，2003(31)
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125 李桂陵等．CRM销售自动化研究[J]．经济师，2002(1)
126 徐作宁等．业务流程重组是成功实施CRM的关键．经济体制改革，2002(2)
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13 [加]Jiawei Han等著，范明等译．数据挖掘概念与技术[M]．北京：机械工业出版社，2001
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20 [美]雷·迈肯兹著，赵中秋等译．关系型企业—用CRM持久提升企业赢利[M]．北京：企业管理出版社，2002
21 [美]泰瑞·R·贝肯著，黄嘉宇译．重点客户管理[M]．上海：上海人民出版社，2001
22 朱爱群．客户关系管理与数据挖掘[M]．北京：中国财政经济出版社，2001年
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26 [美]贝尔森等著，贺奇等译．构建面向CRM的数据挖掘应用[M]．北京：人民邮电出版社，2001
27 田同生．中国CRM实战[M]．北京：机械工业出版社，2002
28 何荣勤．CRM原理．设计．实践[M]．北京：电子工业出版社，2003
29 管政等著．中国企业CRM实施[M]．北京：人民邮电出版社，2003
30 [美] 坎宁安著，刘路丹译．客户关系管理[M]．北京：华夏出版社，2004
31 李小圣编著．如何进行客户关系管理[M]．北京：北京大学出版社，2004
32 李宇宁等编．企业信息化初阶[M]．北京：电子工业出版社，2004
33 叶穗．电子商务理论与实践[M]．北京：人民邮电出版社，2001
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