Web2.0环境下中小企业的CRM实施策略研究

结合长尾理论，针对新网络环境下CRM面临的新挑战，探讨了Web2．0网络环境下中小企业客户关系管理的实施策略，包括转变管理角色，变“主动定位”为“相对被动获取”；调整客户目标，变“主流客户”为“小众个体”；搭建资源脉络，从“内部少量”到“外部无限”。这些策略旨在为中小企业如何真正赢得客户忠诚，从而进一步提升自身竞争力等提供一些参考与借鉴。

Research on the CRM Implementation Strategies of Small and Medium-sized Enterprises in Web2.0 Environment

Based on the Long Tail Theory,the article explores the CRM implementation strategies of the small and medium-sized enterprises confronting with the new challenges of CRM in the network environment.Major aspects covered in the research are the changing role of management-from‘actively targeting' to relatively‘passively acquiring',the adjustment of the target customer-from‘the mainstream customer' to‘the potential niche and individuals',the building of resource network-from‘the internal limited' to‘the external unlimited'.The study aims to provide certain practical references for the small and medium-sized enterprises in regard to gaining customer loyalty and improving entrepreneurs' competitiveness.