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

1、原文：Abstract: With the development of information technology, Electronic Commerce is changing the way of management in enterprise, lifestyle of family and people. Under Electronic Commerce, market-management, sale-management and customer-relationship of enterprise are substantially different from tho

2、se of traditional commerce. This has created a significant challenge to enterprise management. The marketing strategies of Electronic Commerce （e-commerce）have really changed. The Customer-Relationship Management Model established under e-commerce can help enterprises to reduce costs, enhance partne

3、rs cooperation, attain the desired customer value, and promote enterprise competition. Therefore, we regard Relationship Management as the greatest change that requires a fresh approach through a new model. The paper analyzes the relation between customer-relationship management in traditional circu

4、mstances and that in e-commerce environment, and expatiates on characteristic of customer-relationship management under e-commerce. On the basis of the analyses, the paper studies the model of Dynamic Customer-Relationship Management before sale, during sale and after sale in the enterprise. Keyword

5、s: Dynamic customer-relationship management; enterprise competition; E-commerce; model; business-to-customer. 1 Introduction Customer Relationship Management （CRM） has become a focus of marketing academic circles and corporation community. Around the world, research on CRM originated from “Contact M

6、anagement” in the earlier 1980s. Until the earlier 1990s, researchers have become aware of “Customer Care” based on the telephone service center and supporting material analysis. Afterwards, researchers have focused on customer-maintaining whose purpose is to manage Customer Relationship effectively

7、. With standardizing of application of CRM in the domestic enterprises, domestic researchers have come to focus on CRM, some higher level research achievements have emerged continuously, but these research achievements are related to customer relationship based on Business-to-Business （B2B） which ce

8、nters on identifying of enterprise-customer and its maintaining, not focuses on the customer relationship based on Business-to-Customer （B2B） which is the relationship between business and other customers, for example, employees, shareholders, ultimate customers, other cooperation partners, especial

9、ly ultimate customers. One-to-one marketing based on the mode of B2B has presented a good application prospect in a walk of life. For example, “common customer flight plan” in aviation industry and “golden card project plan” in a health club are all tactics of customer relationship management made i

10、n the light of ultimate customers, whose purpose is to maintain stable long-term relation with the customers to attain “bilateral win” or “multilateral win”. As to research methods, most of research achievements on CRM are quantitative and static, less pointing out clearly how to make marketing deci

11、sion and how to implement customer relationship strategy. The reason is that the profit resulted from these research achievements is insufficient for making up for the huge cost of collecting and conserving database. There is lack of the research on customer-relationship management based on quantita

12、tive and static conditions under the Mode of B2C. Customer Relationship Management cant work without all kind of knowledge about employees, customers and cooperative partner. Therefore, it is very important to research dynamic customer-relationship management based on knowledge management under the

13、mode of B2C. On the basis of analyzing characteristic of trading between enterprise and ultimate customers under the mode of B2C, the paper addresses the mode of dynamic customer-relationship management based on knowledge management, and points out the guiding meaning about the enterprise CRM practi

14、ce and the future research direction. 2 General Issues and Concepts. Relationship Marketing and Customer-relationship Management Most relationship marketing definitions stress the need to develop long-term relationships with customers and sometimes other stakeholders （Galantines, 1994; Gringos, 2000

15、）. Jackson published an insightful book and an article on business-to-business marketing （B2B） in 1985 （Jackson, 1985） where she defined relationship marketing by contrasting it with transaction marketing. From her comprehensive study she drew a general conclusion that building long-term relationshi

16、ps through relationship marketing should sometimes be the preferred strategy for the industrial seller, but sometimes transaction marketing, the one-shot deal with a short-term perspective should be preferred. She argued that it all depends on the situation. Et al. （1997） identified four types of ma

17、rketing in their research. One is transaction marketing, but the others have a relational content: database marketing （information exchange with the help of IT）; interaction marketing （face-to-face or ear-to-ear interaction）; and network marketing, as essentially （but not solely） a B2B phenomenon wh

18、ere networks of relationships are built with a large number of stakeholders. CRM is the values and strategies of relationship marketing - with particular emphasis on customer relationships - turning into practical application. The implementation steps used in one-to-one marketing summarize well what

19、 is needed to practice relationship marketing: identify individual customers and establish how to reach them; differentiate the customers with regard to values and needs; interact with the customers efficiently and effectively; customize your offerings; and, finally, in the process of doing this, bu

20、ild learning relationships with your customers through dialogue （Peppers and Rogers, 1999; First, 2000; Newell, 2000）. 3 Characteristics of Customer Relationship Management under Electronic Commerce 3.1 Similarity between Electronic Commerce and Traditional Business 3.1.1 Identified Purpose Despite

21、customer relationship management under electronic commerce is superior to that in traditional business, the identified purpose of electronic commerce and traditional business is how to satisfy customers demand and desire, just customer relationship management under electronic commerce is easy to rea

22、lize the purpose with the help of network information technology. 3.1.2 Identical effect The purpose of implementing customer relationship management is to grasp and satisfy certain customers demand and desire, establish service concept which is centering on customers, and make enterprise establish

23、an unassailable position in severe market competition. 3.2 Characteristics of Customer Relationship Management under Electronic Commerce 3.2.1 Adaptability In comparison with customer relationship management under traditional business circumstances, customer-relationship management in electronic com

24、merce has mighty advantage about its adaptability, which includes two aspects, i.e., time adaptability and space adaptability. Having made full use of network information technology, enterprise should realize the service mode of 36524; time and space would impede trading among regions in the world n

25、o longer. Much trading has being proceeded among regions, enterprises, and countries at any time. Because the emerging business manner is very convenient for customers, the degree of satisfaction of customers will be improved with the development of commerce manner. 3.2.2 Automaticity Compared to cu

26、stomer-relationship management under traditional business environment, customer-relationship management in electronic commerce could make full use of advanced information technology. Supported under network information technology, enterprise could realize paperless customer-relationship management a

27、uthentically. In traditional customer-relationship management, we frequently request customers to fill in questionnaires about a base data sheet and commodity quality feedback, but the firsthand information-papered materials need to be put in order, copied with, and analyzed by man-manner, this resu

28、lts in mistakes and low efficiency. In electronic commerce environment, all statistic data are input into a database directly, technology is shared, statistic data are exchanged, with the computer calculating and handling ability, we are very easy to deal with and analyze these statistic data. 3.2.3

29、 Interaction characteristicCustomer-relationship management in electronic commerce environment could carry out real time and two-way dialogue communication mode. Because internet has possessed quite interaction characteristic and guidance, under system guidance, customers often chose their productio

30、n and service and put up their request through the internet, enterprises come to produce and provide service timely according to customers choice and request. All these could realize real time and two-way dialogue with customers. Enterprise will provide more content services for customers. 4 DCRM un

31、der the Mode of the B2C4.1 Characteristic of Trading Between Corporation and Consumer Trading process between corporation and customer is considered as continuous interactive process. In the every period, enterprise decides to adopt certain marketing constituting tactics, for example price and commu

32、nication tactics, customers decide if he or she will participate in the enterprise marketing constituting tactic in the light of customer purchasing commodities. So, thetrading process between enterprise and customers has become stochastic game process. The consumers decision influences the enterprise marketing, and illustrates transformation from one state to another state. From a view of corporation, customers decision is ransom variable, under the hypothesis which purchasing decision is only a functio