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论文编号：	947
作者编号：	2120072358
上传时间：	2009/5/26 17:18:04
中文题目：	面向CRM实施的客户知识管理流程
英文题目：	Research on Customer Knowledge
指导老师：	刘玉照 教授
中文关键字：	客户关系管理;客户知识;客户知识
英文关键字：	Customer Relationship Manageme
中文摘要：	人类社会步入知识经济时代，使得企业面临的市场环境发生了巨大的变化。信息化、网络化、科技化、全球化的经济走向给所有企业都提出了新的挑战。同时，市场竞争越来越激烈，企业的竞争优势越来越难以取得和维持，消费者变得越来越难以揣摩，企业逐渐认识到客户是企业最重要的资产之一。传统的客户关系管理无法解决客户信息的分散性和片段性，对企业的经营活动造成了困扰，其固有的流程也阻碍了个性化的客户服务，“顾客满意”己显不足。知识管理理论的出现，使我们对客户资源有了一种全新的认识：客户知识对所有的企业来说都是重要的资产，是公司生产、研发和把握市场机会的基础，是企业竞争力的重要因素。如果企业能够同客户建立起密切的知识交流与共享机制，及时了解客户的情况及客户所掌握的知识，无疑会使企业紧密地贴近市场，大大提高企业决策的准确性和市场上的竞争能力。因此，在客户关系管理实施当中应用客户知识管理及其流程成为研究的一个热点。 全文由6个部分构成。第1章简单介绍了本文的选题背景、研究意义、研究思路和研究方法以及创新点。第2章对与客户知识管理流程领域相关的客户关系管理理论和知识管理理论进行介绍，并且分析了客户关系管理失败的原因；第3章介绍了客户知识和客户知识管理，分析了客户知识管理流程对客户关系管理实施模式的支持，并设计出既相对独立于客户关系管理，又能够有效提高客户关系管理实施的客户知识管理流程；第4章论述了客户知识管理流程的具体实现，并针对该流程的每一个阶段研究了相应的实施步骤、方法和工具；第5章运用案例分析方法，对海尔集团的客户知识管理流程加以说明；第6章是结论与展望，概括了本文要点，并提出未来的研究方向。
英文摘要：	Human society step into era of knowledge economy，which makes the market environment which the enterprise faced change enormously. The informationization, networking, technicalization, economic globalization have put forward the new challenge for all enterprises. At the same time，the market competition is fiercer and fiercer, the competition advantages of enterprises are more difficult to obtain and keep, it is more and more difficult to try to figure out for consumer to become, enterprise realizes customer is one of the most important assets gradual. Traditional Customer Relationship Management can't solve the puzzlement caused dispersing of customer's information toward business activities of the enterprise. Its intrinsic flow has also hindered the individualized customer service. The customer shows insufficiently "customer satisfaction". The appearance of the knowledge management makes us have brand-new understanding of the customer resource. Customer's knowledge is important assets for all enterprises and the foundation of produces, research and development and holding market chance, which is the important factor of enterprises competitiveness. If enterprises can set up the mechanism close knowledge exchange and shares with the customer, understand the customer's situation and knowledge that customer grasps in time, enterprise will undoubtedly be close to the market, improve the competitive power and the accuracy of enterprise decision greatly. Thus the application of Customer Knowledge Management and Customer Knowledge Management Process in the context of CRM becomes the focus of research. The thesis divides into six parts. The first part is an introduction，introduced the paper writing background，the significance，research ideas and research methods, as well as innovation; The second part introduced the Customer relationship management theory and Knowledge management theory related to the field of Customer knowledge management Process, and analyzed the reasons for the failure of Customer relation management; The third part introduced the customer knowledge and customer knowledge management, analyzed how the customer knowledge management processes support the implementing models of customer relationship management and designed Customer Knowledge Management Process which is relatively independent of the customer relationship management Can effectively improve the implementation of Customer Relationship Management; The fourth part is the specific realization of Customer Knowledge Management Process, and the research of the corresponding steps, methods and tools in the each stage of the Process. The fifth part uses the case of Haier Group to illustrate. Finally, in the concluding part of Chapter 6, made Customer Knowledge Management Process of our research findings, and made for future research to define the content.
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