企业与顾客互动机制研究
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摘要
过去，人们普遍认为企业的根本目的是赢利。但是，随着市场环境的变化、科技的发展，尤其是信息技术的进步，顾客作为利益相关者的一部分在市场中地位日益上升。在供过于求的时代，借助互联网等现代通讯工具，顾客掌握的信息和选择的余地比以往任何时候都要大，使得他们可以更加自由的选择同类、同质产品；同时，企业发现：顾客在与企业的互动过程中，还可以“教授”企业许多有价值的东西。越来越多的企业已经开始意识到顾客对于企业的价值和重要意义，学术界和企业界也作了大量的研究和探索：只有从顾客角度出发，以共赢的战略高度来建立企业与顾客的关系，把企业与顾客的赢利密切结合起来，才能使企业在长期战略中获得最大利益。但是如何了解你的顾客并使之愿意与企业建立起长期互动的关系呢?
本文正是基于这样一种想法，从利益相关者理论以及顾客价值和顾客关系价值等角度来研究为什么以及怎样建立企业与顾客的互动问题。利益相关者理论从多方面分析了企业与各利益相关者之间的利益关系，并充分说明顾客作为企业利益相关者一分子的重要性。为了使顾客价值的界定更为清晰，文中把“企业为顾客创造的价值”定义为顾客价值，而把“企业维持与顾客的关系能够带给企业的价值”定义为关系价值。在收集和整理大量文献的基础上，本文对顾客价值和顾客关系价值作了深入的探讨，让企业能够从内心深处转变观念，深刻认识企业建立起与顾客互动关系能够为自身带来的商业价值。基于上述分析，在三大原则的指导下，本文提出了建立企业与顾客互动机制的相关思路。
文章主要分为六个部分。第一章绪论，主要介绍了问题提出的背景、论文研究的现实意义、主要的研究方法以及论文的创新点等。第二章主要介绍了利益相关者理论的相关内容。阐明企业不能仅仅只是考虑自身利益，必须要兼顾所有利益相关者的利益。而顾客作为企业利益相关者的一部分，越来越受到重视。第三章顾客价值分析。从文献整理分析中对顾客价值进行深刻剖析，找出企业与顾客信息交流的差距，为企业更好的实现顾客价值奠定基础。第四章主要讲顾客关系价值以及赢利性。第五章提出建立企业与顾客互动的三大原则，并在此原则的指导下，从认识顾客开始，依次从顾客导向企业文化、内部员工满意、企业组织流程信息化建设、信息平台构建以及相关技术支持等方面提出建立互动机制企业应该怎样调整的思路。最后提出本文的结论和未来需要进一步研究的几个方面。
In the past , people think generally that the basic purpose of enterprise is gained. But along with the development of science and technology and the change of market environment, especially the advance of IT, customer goes up increasingly as a part of position in market of benefit relative. In superfluous times, have the aid of the modern communication tools such as internet, the information that customer grasps and the room for option are bigger than any time , this make them be more free to select similar, same quality product; At the same time enterprise discovery: Customer in with enterprise move mutual course can "teaching" the enterprise a lot of valuable things. More and more enterprises have begun to realize important meaning and the value of customer for enterprise, academic circle and business circles have also made plenty of researches and explore: Only from customer angle, with the strategy that won totally , establish the relation of enterprise and customer highly , combine the profit of enterp
rise and customer closely , it can make enterprise get the biggest benefit in long-term strategy. But how to know your customer and make it be willing with enterprise to establish a long-term mutual moving relationship ?
This paper is just based on such a kind of opinion, from benefit relative theory as well as customer value and customer relation the angles such as value come to study why as well as how establishment enterprise and customer move mutual problem. Benefit relative theory explains customer and fully since having analysed the benefit relation between enterprise and each benefit relative in many ways as the importance of enterprise benefit relative a member. For make customer value limit more distinct, in writing, worth the definition " enterprise is the value of customer creation" for customer , and worth the definition " it can bring the value of enterprise if enterprise maintains the relation with customer" to concern. On the foundation of collecting and arranging plenty of documents , this paper worths for customer value and customer relation and has made , is thorough to discuss , let enterprise change from heart depths idea, it is deep to know enterprise to establish move mutual with customer to concern can
worth for the business that self brings. Based on above-mentioned analysis, under the guidance of 3 big principles, this paper has put forward to establish enterprise with customer the mutual motivation related train of thought of system.
The article divides into 6 parts mainly. The first part introduction, the innovation that has introduced mainly the background that problem puts forward, the realistic meaning of paper research, major research technique as well as paper is a little to
wait. The second part the related content that has introduced theory of benefit relative mainly. Expound enterprise can not consider self benefit only merely, must want to consider both the benefit of all benefit relatives. And customer more and more gets as the part of enterprise benefit relative to pay attention. The 3th part: customer value analysis. From document, arrange the gap in analysis that carries out deep anatomy for customer value and finds out the exchange of enterprise and customer information , is better for enterprise to realize customer value to establish foundation. The 4th part speak customer relation mainly value as well as profit. The 5th part put forward establishment the 3 big principles that enterprise and customer move mutual, and under the guidance of this principle, from knowledge, customer begins , organizes process informative construction in proper order from customer lead corporate culture, internal employee satisfaction and enterprise , information platform found as well as t
he aspects such as related tech support put forward establishment mutual motivation system enterprise should how the train of thought of adjustment. Put forward the conclusion of this paper and some future aspects that need to further study finally.
本文正是基于这样一种想法，从利益相关者理论以及顾客价值和顾客关系价值等角度来研究为什么以及怎样建立企业与顾客的互动问题。利益相关者理论从多方面分析了企业与各利益相关者之间的利益关系，并充分说明顾客作为企业利益相关者一分子的重要性。为了使顾客价值的界定更为清晰，文中把“企业为顾客创造的价值”定义为顾客价值，而把“企业维持与顾客的关系能够带给企业的价值”定义为关系价值。在收集和整理大量文献的基础上，本文对顾客价值和顾客关系价值作了深入的探讨，让企业能够从内心深处转变观念，深刻认识企业建立起与顾客互动关系能够为自身带来的商业价值。基于上述分析，在三大原则的指导下，本文提出了建立企业与顾客互动机制的相关思路。
文章主要分为六个部分。第一章绪论，主要介绍了问题提出的背景、论文研究的现实意义、主要的研究方法以及论文的创新点等。第二章主要介绍了利益相关者理论的相关内容。阐明企业不能仅仅只是考虑自身利益，必须要兼顾所有利益相关者的利益。而顾客作为企业利益相关者的一部分，越来越受到重视。第三章顾客价值分析。从文献整理分析中对顾客价值进行深刻剖析，找出企业与顾客信息交流的差距，为企业更好的实现顾客价值奠定基础。第四章主要讲顾客关系价值以及赢利性。第五章提出建立企业与顾客互动的三大原则，并在此原则的指导下，从认识顾客开始，依次从顾客导向企业文化、内部员工满意、企业组织流程信息化建设、信息平台构建以及相关技术支持等方面提出建立互动机制企业应该怎样调整的思路。最后提出本文的结论和未来需要进一步研究的几个方面。
In the past , people think generally that the basic purpose of enterprise is gained. But along with the development of science and technology and the change of market environment, especially the advance of IT, customer goes up increasingly as a part of position in market of benefit relative. In superfluous times, have the aid of the modern communication tools such as internet, the information that customer grasps and the room for option are bigger than any time , this make them be more free to select similar, same quality product; At the same time enterprise discovery: Customer in with enterprise move mutual course can "teaching" the enterprise a lot of valuable things. More and more enterprises have begun to realize important meaning and the value of customer for enterprise, academic circle and business circles have also made plenty of researches and explore: Only from customer angle, with the strategy that won totally , establish the relation of enterprise and customer highly , combine the profit of enterp
rise and customer closely , it can make enterprise get the biggest benefit in long-term strategy. But how to know your customer and make it be willing with enterprise to establish a long-term mutual moving relationship ?
This paper is just based on such a kind of opinion, from benefit relative theory as well as customer value and customer relation the angles such as value come to study why as well as how establishment enterprise and customer move mutual problem. Benefit relative theory explains customer and fully since having analysed the benefit relation between enterprise and each benefit relative in many ways as the importance of enterprise benefit relative a member. For make customer value limit more distinct, in writing, worth the definition " enterprise is the value of customer creation" for customer , and worth the definition " it can bring the value of enterprise if enterprise maintains the relation with customer" to concern. On the foundation of collecting and arranging plenty of documents , this paper worths for customer value and customer relation and has made , is thorough to discuss , let enterprise change from heart depths idea, it is deep to know enterprise to establish move mutual with customer to concern can
worth for the business that self brings. Based on above-mentioned analysis, under the guidance of 3 big principles, this paper has put forward to establish enterprise with customer the mutual motivation related train of thought of system.
The article divides into 6 parts mainly. The first part introduction, the innovation that has introduced mainly the background that problem puts forward, the realistic meaning of paper research, major research technique as well as paper is a little to
wait. The second part the related content that has introduced theory of benefit relative mainly. Expound enterprise can not consider self benefit only merely, must want to consider both the benefit of all benefit relatives. And customer more and more gets as the part of enterprise benefit relative to pay attention. The 3th part: customer value analysis. From document, arrange the gap in analysis that carries out deep anatomy for customer value and finds out the exchange of enterprise and customer information , is better for enterprise to realize customer value to establish foundation. The 4th part speak customer relation mainly value as well as profit. The 5th part put forward establishment the 3 big principles that enterprise and customer move mutual, and under the guidance of this principle, from knowledge, customer begins , organizes process informative construction in proper order from customer lead corporate culture, internal employee satisfaction and enterprise , information platform found as well as t
he aspects such as related tech support put forward establishment mutual motivation system enterprise should how the train of thought of adjustment. Put forward the conclusion of this paper and some future aspects that need to further study finally.
引文
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[2] Jralner Group，顾客关系管理，华夏出版社，2001
[3] 菲利普．科特勒，芮新国，大客户管理艺术，深圳市麦肯特企业顾问有限公司，2002，9
[4] 詹姆斯．赫斯克特等(美)，服务利润链，华夏出版社，2001．1
[5] 罗达．卡特怀特(英)，掌握顾客关系，广西师范大学出版社，2001
[6] 唐．佩珀斯，一对一企业，华文出版社，2002
[7] 克里斯廷．格罗鲁斯(芬兰)，服务管理与营销，电子工业出版社，2002
[8] 杨永恒，客户关系管理，东北财经大学出版社，2002
[9] 芩咏霆，顾客满意度测评的信度与效度(下)，上海质量，2000(9)
[10] 伍颖，邵兵家，顾客满意陷阱的双因素分析，经济管理，2002(13)
[11] 宋先道，顾客满意度指数(CSI)研究现状分析及改进措施，武汉理工大学学报，2002(5)
[12] 张新安，田澎，建立中国顾客满意指数若干问题的研究，工业工程与管理，2002(3)
[13] 贾生华，陈宏辉，利益相关者的界定方法述评，外国经济与管理，2002(5)
[14] 孙璐，刘军琦，利益相关者理论与生产绩效的综合测评体系，经济体制改革，2001(5)
[15] 郭金林，论公司治理的利益相关原则与消费者参与机制，消费经济，2002(1)
[16] 贾生华，陈宏辉，基于利益相关者共同参与的战略性环境管理，2002(4)
[17] 郭朝君，重建利益相关者关系，现代企业，2000(12)
[18] 王善明，杨凤阁，CRM的实施及注意问题，管理，2002(5)
[19] 崔立新，顾客感知服务质量价值曲线评价方法，南开管理评论，2001(5)
[20] 白长虹，廖伟，基于顾客感知价值的顾客满意研究，南开学报，2001(6)
[21] 白长虹，西方的顾客价值研究及其实践启示，南开管理评论，2001(2)
[22] 文汝田，电子商务时代的顾客关系管理系统，财贸研究，2002(2)
[23] 郑如霞，顾客关系管理创造顾客关系价值，生产力研究2001(6)
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