电子商务环境下CRM的体系结构

在电子商务环境下客户关系管理的需求如何 ?客户关系管理系统的功能是什么 ?其体系结构如何架构 ?这些都是企业十分关心的问题。论文分析了传统的客户关系和客户关系管理存在的问题 ,以及电子商务环境下客户关系管理的需求 ,认为在电子商务环境下的客户关系管理针对客户的个性化需求 ,应具有一对一销售和服务的功能 ,针对客户信息分散的问题和实时处理的需求 ,应利用知识管理和决策支持等商业智能分析的能力。基于上述观点 ,论文提出了由营销管理、服务管理、客户接入管理、客户信息管理、销售管理和决策支持等六个模块组成的电子商务环境下客户关系管理系统的体系结构

Architecture of CRM in e-commerce environment

Under the e\|commerce environment, most enterprises are paying more and more attention to the issues of the requirements, the functions and the architecture of CRM. This paper analyzes the problems existing in the traditional customer relationshop and CRM, as well as the requirements of CRM under the e\|commerce environment. Based on these analyses, the authors hold that to satisfy the individual requirements of customers, CRM should form the functions of individual sales and services. To solve the problem of dispersed customer information, and to handle the customer requests promptly, CRM should have the ability to utilize the business intelligence, such as knowledge management and decision support system. Based on the above viewpoints, this paper provides the architecture of CRM in e\|commerce environment that consists of six modules: marking management, service management, customer access management, customer information management, sales management and decision supporting as well.