在电子商务环境下的动态客户关系管理策略外文翻译.docx

1、在电子商务环境下的动态客户关系管理策略外文翻译中文4455字毕业论文（设计）外文翻译标题：Dynamic Customer-Relationship Management Model in Electronic Commerce Environment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 Electr

2、onic Commerce, market-management, sale-management and customer-relationship of enterprise are substantially different from those of traditional commerce. This has created a significant challenge to enterprise management. The marketing strategies of Electronic Commerce （e-commerce）have really changed

3、. The Customer-Relationship Management Model established under e-commerce can help enterprises to reduce costs, enhance partners cooperation, attain the desired customer value, and promote enterprise competition. Therefore, we regard Relationship Management as the greatest change that requires a fre

4、sh approach through a new model. The paper analyzes the relation between customer-relationship management in traditional circumstances 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 st

5、udies the model of Dynamic Customer-Relationship Management before sale, during sale and after sale in the enterprise. Keywords: Dynamic customer-relationship management; enterprise competition; E-commerce; model; business-to-customer. 1 Introduction Customer Relationship Management (CRM) has become

6、 a focus of marketing academic circles and corporation community. Around the world, research on CRM originated from “Contact Management” in the earlier 1980s. Until the earlier 1990s, researchers have become aware of “Customer Care” based on the telephone service center and supporting material analy

7、sis. Afterwards, researchers have focused on customer-maintaining whose purpose is to manage Customer Relationship effectively. 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 c

8、ontinuously, but these research achievements are related to customer relationship based on Business-to-Business (B2B) which centers on identifying of enterprise-customer and its maintaining, not focuses on the customer relationship based on Business-to-Customer (B2B) which is the relationship betwee

9、n business and other customers, for example, employees, shareholders, ultimate customers, other cooperation partners, especially 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” i

10、n aviation industry and “golden card project plan” in a health club are all tactics of customer relationship management made in 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 m

11、ethods, most of research achievements on CRM are quantitative and static, less pointing out clearly how to make marketing decision 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 c

12、ost of collecting and conserving database. There is lack of the research on customer-relationship management based on quantitative and static conditions under the Mode of B2C. Customer Relationship Management cant work without all kind of knowledge about employees, customers and cooperative partner.

13、 Therefore, it is very important to research dynamic customer-relationship management based on knowledge management under the 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 cust

14、omer-relationship management based on knowledge management, and points out the guiding meaning about the enterprise CRM practice and the future research direction. 2 General Issues and Concepts. Relationship Marketing and Customer-relationship Management Most relationship marketing definitions stres

15、s the need to develop long-term relationships with customers and sometimes other stakeholders (Galantines, 1994; Gringos, 2000). 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

16、 it with transaction marketing. From her comprehensive study she drew a general conclusion that building long-term relationships through relationship marketing should sometimes be the preferred strategy for the industrial seller, but sometimes transaction marketing, the one-shot deal with a short-te

17、rm perspective should be preferred. She argued that it all depends on the situation. Et al. (1997) identified four types of marketing in their research. One is transaction marketing, but the others have a relational content: database marketing (information exchange with the help of IT); interaction

18、marketing (face-to-face or ear-to-ear interaction); and network marketing, as essentially (but not solely) a B2B phenomenon where 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

19、 relationships - turning into practical application. The implementation steps used in one-to-one marketing summarize well what is needed to practice relationship marketing: identify individual customers and establish how to reach them; differentiate the customers with regard to values and needs; int

20、eract with the customers efficiently and effectively; customize your offerings; and, finally, in the process of doing this, build learning relationships with your customers through dialogue (Peppers and Rogers, 1999; First, 2000; Newell, 2000). 3 Characteristics of Customer Relationship Management u

21、nder Electronic Commerce 3.1 Similarity between Electronic Commerce and Traditional Business 3.1.1 Identified Purpose Despite customer relationship management under electronic commerce is superior to that in traditional business, the identified purpose of electronic commerce and traditional business

22、 is how to satisfy customers demand and desire, just customer relationship management under electronic commerce is easy to realize 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

23、certain customers demand and desire, establish service concept which is centering on customers, and make enterprise establish an unassailable position in severe market competition. 3.2 Characteristics of Customer Relationship Management under Electronic Commerce 3.2.1 Adaptability In comparison with

24、 customer relationship management under traditional business circumstances, customer-relationship management in electronic commerce has mighty advantage about its adaptability, which includes two aspects, i.e., time adaptability and space adaptability. Having made full use of network information tec

25、hnology, enterprise should realize the service mode of 36524; time and space would impede trading among regions in the world no 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 d

26、egree of satisfaction of customers will be improved with the development of commerce manner. 3.2.2 Automaticity Compared to customer-relationship management under traditional business environment, customer-relationship management in electronic commerce could make full use of advanced information tec

27、hnology. Supported under network information technology, enterprise could realize paperless customer-relationship management authentically. In traditional customer-relationship management, we frequently request customers to fill in questionnaires about a base data sheet and commodity quality feedbac

28、k, but the firsthand information-papered materials need to be put in order, copied with, and analyzed by man-manner, this results in mistakes and low efficiency. In electronic commerce environment, all statistic data are input into a database directly, technology is shared, statistic data are exchan

29、ged, with the computer calculating and handling ability, we are very easy to deal with and analyze these statistic data. 3.2.3 Interaction characteristicCustomer-relationship management in electronic commerce environment could carry out real time and two-way dialogue communication mode. Because inte

30、rnet has possessed quite interaction characteristic and guidance, under system guidance, customers often chose their production 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

31、 realize real time and two-way dialogue with customers. Enterprise will provide more content services for customers. 4 DCRM under the Mode of the B2C4.1 Characteristic of Trading Between Corporation and Consumer Trading process between corporation and customer is considered as continuous interactive

32、 process. In the every period, enterprise decides to adopt certain marketing constituting tactics, for example price and communication tactics, customers decide if he or she will participate in the enterprise marketing constituting tactic in the light of customer purchasing commodities. So, thetradi

33、ng 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