工商管理外文翻译外文文献中英翻译客户关系管理.docx

工商管理外文翻译外文文献中英翻译客户关系管理.docx

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工商管理外文翻译外文文献中英翻译客户关系管理

工商管理外文翻译外文文献中英翻译客户关系管理

CUSTOMERRELATIONSHIPMANAGEMENT

这是一份来自布加勒斯特（罗马尼亚首都）经济学院的研究:

As.univ.drd.MihaelaCorneliaPrejmerean

Lect.univ.dr.AlinaMihaelaDima

AcademyofEconomicStudies,Bucharest

Abstract:

After17yearsofeconomicalandmarketdevelopment,Romaniancompaniesfaceanewchallenge:

thetoughcompetitionfromtheEuropeanUnionandthebattleforthecustomers.TheRomanianenterpriseswillhavetolearnnotonlyhowtoattractcustomers,butalsohowtokeepthem.Marketingprogramsincludenowaspectsregardingcustomerorientation,relationshipmanagement,loyaltyandquality.Inthispaper,wewillfollowthemainaspects,characteristics,dimensionsandprocessesofCustomerRelationshipManagement,andwewillanalyzethechallengesthatthelocalcompanieswillhavetoface.ExamplesfromthefinancialservicesectorwillroundtheactualsituationoftheimplementationoftheCRMrulesandprinciplesinRomania.

Keywords:

marketinginformationsystem;customerrelationshipmanagement;businessasset,customeracquisition;customerretention.

1.Introduction

Inthelastdecade,themajorityofthecompanieswerepreoccupiedwithproduction,recession,mergers,newtechnologiesandbusinessregulation.Romania’saccessionintheEuropeanUnionwillbringmanyadvantagesforfurtherdevelopment,togetherwithmembershipinaCommonMarketwithcommonpoliciesonproductregulation,andfreedomofmovementforallthefourfactorsofproduction（goods,services,capitalandlabor）.ThismeansthatRomaniancompanieswillcompetewithothercompaniesfromtheEUdirectlyintheirhomemarket.Europeancompaniesaremoreflexibleandmobileandwillputahighpressureonthelocalcompaniesinordertoproducebetterproducts,launchbetteroffersandservicesandorientatemoretowardstheircustomers.Highrevenueequalsimportantcustomerisaclassicrulewhenthecompanyorganisesitscustomerpolicy.“Animportantcustomerbringsagross

amountofmoneyforourenterprise”hasbecomeareflexformanycompaniesabroad

andperhapsinRomania,too.Butisthisalwaystrue,ordoweneedmoreinformationthanasimplefigurereportedattheendoftheyear?

2.Marketinginformationsystem

Awinningcompanyismoreproductiveinacquiringandretainingcustomers,toexpanditsclientele（Kotler,2003）.Thiscompanyimprovesthevalueofthecustomers

byreducingtherateofdefection,increasingthelongevityofcustomerManagement&marketingrelationship,makinglow-profitcustomersmoreprofitableorterminatingthemetc.Gatheringinformationontheactualorpotentialmarketplacenotonlyallowstheorganisationtomonitortrendsandissuesconcerningitscurrentcustomers,butalsohelpsitidentifyandprofilepotentialcustomersandnewmarkets,tokeeptrackofitscompetition,theirstrategies,tacticsandfutureplans（BrassingtonandPettitt,2003）.Inordertocollectandorganizeahighquantityofdiverseinformation,theenterprisesstartedtobuildmarketinginformationsystems.Thereare,mainly,asetofproceduresandmethodsbywhichpertinent,timelyandaccurateinformationiscontinuallygathered,sorted,analysed,evaluated,storedanddistributedfortheuseofmarketingdecisionmakers（ZikmundandD?

Amico,1993）.Themarketing

informationsystemincludesdatafromexternalandinternalsources（salesrecords,customerrecords,marketingcommunications,andsalesforceinformation）.Thefocusonthecustomerandtheintegrationofthemarketingfunctionhelpsthecompanytocreatecustomerdatabaseswithcomprehensiveinformationaboutindividualcustomersorprospects.

3.Customerrelationshipmanagement

CustomerRelationshipManagementhasbeenaroundforthelast30years,butitbecameveryimportantwhencompanieschangedtheirattitudetowardsmarketingfunction.Nowadays,thecross-functionalapproachtomarketingrequiresanorganizationalcultureandclimatethatencouragescollaborationandcooperationbetweendepartments.Peoplewithinthebusinessmustunderstandtheirroleinservingcustomers,internalorexternalone.CRMbuildsontheprinciplesofrelationshipmarketingandrecognizesthatcustomersareabusinessassetandnotsimplyacommercialaudience,impliesthestructuringofthecompanyfromfunctionstoprocesses,informationareusedproactivelyratherthanreactivelyanddevelopsthene-to-onemarketingapproaches（Payne,2006）.

WhendefiningCRM,wemustfirstexplainthedifferencebetweencustomeracquisitionandcustomerretention.Thetwoconceptshavedifferentdrivers.Attractingcustomershasbecomeverydifficultthesedays,whenpeoplearehardertoplease.Theyaresmarter,priceconsciousandsensitive,moredemanding,lessforgiving,andtheyareapproachedbymanymorecompetitorswithequallygoodorbetteroffers（Kotler,2003）.Companiesfocusmoreon