论文部分内容阅读
作为一种崭新的管理、营销策略,CRM概念自去年以来在国内掀起了一次次热潮,CRM将成为今年国内应用系统的热点之一已成为业内的共识。但是国内的一份CRM市场调查表明,21%的企业被调查人员还没有听说过CRM,64%的受调查企业只有听说过CRM,但根本不了解CRM到底是做什么的,感觉比较了解CRM的企业只占到15%。因此,虽然不少企业有心要上CRM系统,但里面冲动盲从的成分不少。以为建立CRM系统会从根本上改变企业的管理理念,提高企业的经营绩效,颇有一夜之间丑小鸭变白天鹅的味道。事实上CRM系统不仅仅是一套信息自动处理系统那么简单,也不是任何一个企业只要经济条件许可就适合建立的。业内有关专业人士面对这种现象,提出先做CRM企业,再上CRM系统的理念,这实际上就指出了企业在建立CRM前需要跨过的三道坎:一是企业的经营理念;二是企业的管理水平;三是企业的信息技术利用水平。
As a brand new management and marketing strategy, CRM concept has set off a wave of boom in China since last year. CRM will become one of the hot spots in domestic application system this year and it has become the consensus in the industry. However, a domestic CRM market survey shows that 21% of the companies surveyed have not heard of CRM, 64% of the surveyed companies have only heard about CRM, but do not know exactly what exactly CRM does and feel more familiar with CRM companies only account for 15%. Therefore, although many companies have the intention to CRM system, but the impulse blindly follow the composition of many. That the establishment of CRM system will fundamentally change the management concept of enterprises and improve business performance, quite overnight overnight the ugly duckling white swan taste. In fact, the CRM system is not only as simple as an information automatic handling system, nor is it suitable for any enterprise as long as economic conditions permit. Profession professionals in the face of this phenomenon, put forward the concept of doing first CRM business, then on the CRM system, which in fact pointed out that companies need to cross before crossing the establishment of CRM three hurdles: First, the business philosophy; two Is the management level of enterprises; Third, the level of enterprise information technology.