基于突变级数法的客户关系管理能力综合评价

客户关系管理（CRM）能力是企业求得生存与发展的重要资源,是衡量企业CRM活动是否有效的关键。客观地评价企业CRM能力,有利于推断企业在未来竞争中可能的地位,也为企业准确把握自身CRM能力提供必要的数据支持,从而决定提升CRM能力的紧迫性和资源配置的有效性。依据突变级数模型建立企业CRM能力评价指标体系,以国内5家彩电企业为例,通过实证分析,对它们的CRM能力进行了评价,为企业改善和提升CRM能力提供了理论支持。

Comprehensive Evaluation of Customer Relationship Management Capability Based on Catastrophe Theory

The capabilities of customer relationship management（CRM） is an important source for the enterprises＇ survival and development,it is a key to measure the validity of CRM activities.Appraising it objectively is helpful to infer enterprises＇ possible position in the future competition,and provide necessary data support to master their own CRM capability accurately,which can determine the urgency to enhance CRM capabilities and the effectiveness of resource allocation.Based on the catastrophe progression model,the article built an evaluation index system.By empirical analysis with the example of five domestic color television enterprises,the article evaluated their CRM capabilities,and defined the level,which can provide decision support for enterprises to find out which capability needs to be improved and enhanced.