在电子商务环境下的动态客户关系管理策略外文翻译Word文档格式.docx

在电子商务环境下的动态客户关系管理策略外文翻译Word文档格式.docx

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原文：

Abstract:

Withthedevelopmentofinformationtechnology,ElectronicCommerceischangingthewayofmanagementinenterprise,lifestyleoffamilyandpeople.UnderElectronicCommerce,market-management,sale-managementandcustomer-relationshipofenterprisearesubstantiallydifferentfromthoseoftraditionalcommerce.Thishascreatedasignificantchallengetoenterprisemanagement.ThemarketingstrategiesofElectronicCommerce（e-commerce）havereallychanged.TheCustomer-RelationshipManagementModelestablishedundere-commercecanhelpenterprisestoreducecosts,enhancepartners’cooperation,attainthedesiredcustomervalue,andpromoteenterprisecompetition.Therefore,weregardRelationshipManagementasthegreatestchangethatrequiresafreshapproachthroughanewmodel.Thepaperanalyzestherelationbetweencustomer-relationshipmanagementintraditionalcircumstancesandthatine-commerceenvironment,andexpatiatesoncharacteristicofcustomer-relationshipmanagementundere-commerce.Onthebasisoftheanalyses,thepaperstudiesthemodelofDynamicCustomer-RelationshipManagementbeforesale,duringsaleandaftersaleintheenterprise.

Keywords:

Dynamiccustomer-relationshipmanagement;

enterprisecompetition;

E-commerce;

model;

business-to-customer.

1Introduction

CustomerRelationshipManagement（CRM）hasbecomeafocusofmarketingacademiccirclesandcorporationcommunity.Aroundtheworld,researchonCRMoriginatedfrom“ContactManagement”intheearlier1980s.Untiltheearlier1990s,researchershavebecomeawareof“CustomerCare”basedonthetelephoneservicecenterandsupportingmaterialanalysis.Afterwards,researchershavefocusedoncustomer-maintainingwhosepurposeistomanageCustomerRelationshipeffectively.WithstandardizingofapplicationofCRMinthedomesticenterprises,domesticresearchershavecometofocusonCRM,somehigherlevelresearchachievementshaveemergedcontinuously,buttheseresearchachievementsarerelatedtocustomerrelationshipbasedonBusiness-to-Business（B2B）whichcentersonidentifyingofenterprise-customeranditsmaintaining,notfocusesonthecustomerrelationshipbasedonBusiness-to-Customer（B2B）whichistherelationshipbetweenbusinessandothercustomers,forexample,employees,shareholders,ultimatecustomers,othercooperationpartners,especiallyultimatecustomers.One-to-onemarketingbasedonthemodeofB2Bhaspresentedagoodapplicationprospectinawalkoflife.Forexample,“commoncustomerflightplan”inaviationindustryand“goldencardprojectplan”inahealthclubarealltacticsofcustomerrelationshipmanagementmadeinthelightofultimatecustomers,whosepurposeistomaintainstablelong-termrelationwiththecustomerstoattain“bilateralwin”or“multilateralwin”.Astoresearchmethods,mostofresearchachievementsonCRMarequantitativeandstatic,lesspointingoutclearlyhowtomakemarketingdecisionandhowtoimplementcustomerrelationshipstrategy.Thereasonisthattheprofitresultedfromtheseresearchachievementsisinsufficientformakingupforthehugecostofcollectingandconservingdatabase.Thereislackoftheresearchoncustomer-relationshipmanagementbasedonquantitativeandstaticconditionsunderthe

ModeofB2C.CustomerRelationshipManagementcan’tworkwithoutallkindofknowledgeaboutemployees,customersandcooperativepartner.Therefore,itisveryimportanttoresearchdynamiccustomer-relationshipmanagementbasedonknowledgemanagementunderthemodeofB2C.OnthebasisofanalyzingcharacteristicoftradingbetweenenterpriseandultimatecustomersunderthemodeofB2C,thepaperaddressesthemodeofdynamiccustomer-relationshipmanagementbasedonknowledgemanagement,andpointsouttheguidingmeaningabouttheenterpriseCRMpracticeandthefutureresearchdirection.

2GeneralIssuesandConcepts.

RelationshipMarketingandCustomer-relationshipManagement

Mostrelationshipmarketingdefinitionsstresstheneedtodeveloplong-termrelationshipswithcustomersandsometimesotherstakeholders（Galantines,1994;

Gringos,2000）.Jacksonpublishedaninsightfulbookandanarticleonbusiness-to-businessmarketing（B2B）in1985（Jackson,1985）whereshedefinedrelationshipmarketingbycontrastingitwithtransactionmarketing.Fromhercomprehensivestudyshedrewageneralconclusionthatbuildinglong-termrelationshipsthroughrelationshipmarketingshouldsometimesbethepreferredstrategyfortheindustrialseller,butsometimestransactionmarketing,theone-shotdealwithashort-termperspectiveshouldbepreferred.Shearguedthatitalldependsonthesituation.Etal.（1997）identifiedfourtypesofmarketingintheirresearch.Oneistransactionmarketing,buttheothershavearelationalcontent:

databasemarketing（informationexchangewiththehelpofIT）;

interactionmarketing（face-to-faceorear-to-earinteraction）;

andnetworkmarketing,asessentially（butnotsolely）aB2Bphenomenonwherenetworksofrelationshipsarebuiltwithalargenumberofstakeholders.

CRMisthevaluesandstrategiesofrelationshipmarketing-withparticularemphasisoncustomerrelationships-turningintopracticalapplication.Theimplementationstepsusedinone-to-onemarketingsummarizewellwhatisneededtopracticerelationshipmarketing:

identifyindividualcustomersandestablishhowtoreachthem;

differentiatethecustomerswithregardtovaluesandneeds;

interactwiththecustomersefficientlyandeffectively;

customizeyourofferings;

and,finally,intheprocessofdoingthis,buildlearningrelationshipswithyourcustomersthroughdialogue（PeppersandRogers,1999;

First,2000;

Newell,2000）.

3CharacteristicsofCustomerRelationshipManagementunderElectronicCommerce

3.1SimilaritybetweenElectronicCommerceandTraditionalBusiness

3.1.1IdentifiedPurpose

Despitecustomerrelationshipmanagementunderelectroniccommerceissuperiortothatintraditionalbusiness,theidentifiedpurposeofelectroniccommerceandtraditionalbusinessishowtosatisfycustomers'

demandanddesire,justcustomerrelationshipmanagementunderelectroniccommerceiseasytorealizethepurposewiththehelpofnetworkinformationtechnology.

3.1.2Identicaleffect

Thepurposeofimplementingcustomerrelationshipmanagementistograspandsatisfycertaincustomersdemandanddesire,establishserviceconceptwhichiscenteringoncustomers,andmakeenterpriseestablishanunassailablepositioninseveremarketcompetition.

3.2CharacteristicsofCustomerRelationshipManagementunderElectronicCommerce

3.2.1Adaptability

Incomparisonwithcustomerrelationshipmanagementundertraditionalbusinesscircumstances,customer-relationshipmanagementinelectroniccommercehasmightyadvantageaboutitsadaptability,whichincludestwoaspects,i.e.,timeadaptabilityandspaceadaptability.Havingmadefulluseofnetworkinformationtechnology,enterpriseshouldrealizetheservicemodeof365×

24;

timeandspacewouldimpedetradingamongregionsintheworldnolonger.Muchtradinghasbeingproceededamongregions,enterprises,andcountriesatanytime.Becausetheemergingbusinessmannerisveryconvenientforcustomers,thedegreeofsatisfactionofcustomerswillbeimprovedwiththedevelopmentofcommercemanner.

3.2.2Automaticity

Comparedtocustomer-relationshipmanagementundertraditionalbusinessenvironment,customer-relationshipmanagementinelectroniccommercecouldmakefulluseofadvancedinformationtechnology.Supportedundernetworkinformationtechnology,enterprisecouldrealizepaperlesscustomer-relationshipmanagementauthentically.Intraditionalcustomer-relationshipmanagement,wefrequentlyrequestcustomerstofillinquestionnairesaboutabasedatasheetandcommodityqualityfeedback,butthefirsthandinformation-paperedmaterialsneedtobeputinorder,copiedwith,andanalyzedbyman-manner,thisresultsinmistakesandlowefficiency.Inelectroniccommerceenvironment,allstatisticdataareinputintoadatabasedirectly,technologyisshared,statisticdataareexchanged,withthecomputercalculatingandhandlingability,weareveryeasytodealwithandanalyzethesestatisticdata.

3.2.3Interactioncharacteristic

Customer-relationshipmanagementinelectroniccommerceenvironmentcouldcarryoutrealtimeandtwo-waydialoguecommunicationmode.Becauseinternethaspossessedquiteinteractioncharacteristicandguidance,undersystemguidance,customersoftenchosetheirproductionandserviceandputuptheirrequestthroughtheinternet,enterprisescometoproduceandprovideservicetimelyaccordingtocustomer'

schoiceandrequest.Allthesecouldrealizerealtimeandtwo-waydialoguewithcustomers.Enterprisewillprovidemorecontentservicesforcustomers.

4DCRMundertheModeoftheB2C

4.1CharacteristicofTradingBetweenCorporationandConsumer

Tradingprocessbetweencorporationandcustomerisconsideredascontinuousinteractiveprocess.Intheeveryperiod,enterprisedecidestoadoptcertainmarketingconstitutingtactics,forexamplepriceandcommunicationtactics,customersdecideifheorshewillparticipateintheenterprisemarketingconstitutingtacticinthelightofcustomerpurchasingcommodities.So,thetradingprocessbetweenenterpriseandcustomershasbecomestochasticgameprocess.Theconsumer'

sdecisioninfluencestheenterprisemarketing,andillustratestransformationfromonestatetoanotherstate.Fromaviewofcorporation,customer'

sdecisionisransomvariable,underthehypothesiswhichpurchasingdecisionisonlyafunctio