电子商务客户关系管理【外文翻译】.doc

1、1外文翻译原文ELECTRONICCOMMERCECUSTOMERRELATIONSHIPMANAGEMENTMATERIALSOURCEINFORMATIONTECHNOLOGYANDMANAGEMENTAUTHORNICHOLASCROMANOELECTRONICCOMMERCEEC,COINEDBYKALAKOTAANDWHINSTON,CONTINUESTOBEASIGNIFICANT,PERVASIVEISSUEFORBOTHENTERPRISESANDCUSTOMERSFURTHERMORE,THEYARTICULATEDASBEINGCOMPRISEDOFTHREERELATIO

2、NSHIPTYPESTHOSEBETWEENENTERPRISESANDCUSTOMERSTHOSEBETWEENANDAMONGENTERPRISESANDTHOSEINTERNALTOENTERPRISESINTHISPAPERWEFOCUSONRELATIONSHIPSBETWEENENTERPRISESANDCUSTOMERSHOWEVER,ITSHOULDBENOTEDTHATASIGNIFICANTAMOUNTOFRESEARCHINTRADITIONALMARKETCHANNELSHASBEENDONEANDISUNDERWAYFUNDAMENTALLYECRMCONCERNSA

3、TTRACTINGANDKEEPINGECONOMICALLYVALUABLECUSTOMERSANDREPELLINGANDELIMINATINGECONOMICALLYINVALUABLEONESKEENASSERTSWEAREONTHETHRESHOLDOFASHIFTFROMATRANSACTIONBASEDECONOMYTOARELATIONSHIPBASEDECONOMYTHEINCREASINGIMPORTANCEOFFOSTERINGANDMANAGINGCUSTOMERRELATIONSHIPSINECISTHEMOTIVATIONFORTHISPAPERECRMKNOWLE

4、DGEMANAGEMENTECRMTECHNOLOGYANDECRMHUMANFACTORSEACHMAJORAREAISCOMPOSEDOFMINORONES,DUETOTHECOMPLEXITYANDRICHNESSOFECRMISSUESRESEARCHERSARECURRENTLYSTUDYINGANDTHATWEASSERTNEEDTOSTUDYINTHEFUTUREINOURASSESSMENTOFECRMRESEARCH12WECLASSIFIED369ECRMARTICLESINTERMSOFEACHOFTHEFIVERESEARCHAREASTHATAPPLIEDTHERES

5、ULTSSHOWNINTABLE1REVEALTWOIMPORTANTCHARACTERISTICSOFTHISLARGEBODYOFECRMLITERATUREFIRST,TABLE1ILLUSTRATESTHATEACHOFTHESEFIVERESEARCHAREASISDISCUSSEDWITHINALARGEPERCENTAGEOFTHEPAPERSINTHEBODYOFECRMLITERATURETHISLENDSSUPPORTTOOURASSERTIONTHATTHESEAREIMPORTANTAREASTOTHEECRMRESEARCHCOMMUNITYATLARGESECOND

6、,TABLE1ILLUSTRATESTHERELATIVEPOPULARITIESOFTHEFIVERESEARCHAREASANDTHUSREVEALSPOTENTIALGAPSWHEREADDITIONALRESEARCHMAYBEWARRANTEDTHEMOSTPOPULARAREAWASTECHNOLOGY,WITH301OFTHE36982PAPERSTHESECONDMOSTPOPULARTOPICWASHUMANFACTORS,WITH270OFTHE369732PAPERSNEXTINPOPULARITYWERETHETOPICSORBUSINESSMODELSANDMARKE

7、TS190,51THELEASTPOPULARTOPICWASKNOWLEDGEMANAGEMENTCLEARLYKNOWLEDGEMANAGEMENTISANAREATHATWARRANTSFURTHERECRMRESEARCHINOURRESEARCHASSESSMENTWEALSOCODEDTHEPAPERSBYYEARANDMEDIUMTOLOOKFORTRENDSINTHEFIVERESEARCHAREASFIGURE1ILLUSTRATESTHATTHENUMBERSOFJOURNALPUBLICATIONSINEACHOFTHEFIVERESEARCHAREASHASBEENST

8、EADILYINCREASINGAGAINELECTRONICCOMMERCECUSTOMERRELATIONMANAGEMENTLENDINGSUPPORTTOTHEIDEATHATTHESEAREIMPORTANTANDEMERGINGAREASFORTHEECRMISRESEARCHCOMMUNITYFIGURE1ALSOREVEALSTHATTHEAREASOFTECHNOLOGYANDHUMANFACTORSHAVEINCREASEDDRAMATICALLY,WHILETHEOTHERTHREEAREINCREASINGATSLOWERRATESAGAINTHISSUGGESTSWH

9、ERETHEREMIGHTBEGAPSINTHERESEARCHANDOPPORTUNITIESFORADDITIONALRESEARCHFURTHER,THEDRAMATICRISEINPAPERSADDRESSINGTECHNOLOGYALONGWITHCONCOMITANTRISESINTHEOTHERAREASUNDERSCORESTHENEEDFORECRMISRESEARCHTHETRENDSWEREVERYSIMILARFORCONFERENCEPUBLICATIONSASWELLOVERTHESAMETIMEPERIODTHEREMAINDEROFTHISPAPERISSTRU

10、CTUREDASFOLLOWSNEXTWEDISCUSSANDEXPLAINEACHOFTHEFIVEECRMRESEARCHAREASTHOUGHABRIEFLITERATUREREVIEWANDDISCUSSIONOFSOMECRMTECHNOLOGIESINKEYAREASANDTHEIRTHEORETICALANDSTRATEGICIMPLICATIONSTHENWEPRESENTOUROVERALLCONCEPTUALFRAMEWORKANDOURTHEORETICALFRAMEWORKOFECRMINFLUENCESWETHENPRESENTSOMEPOTENTIALRESEARC

11、HQUESTIONSINEACHAREAWETHENDISCUSSECRMRESEARCHEVALUATIONSANDASSESSMENTSFROMTHEPERSPECTIVEOFMIXEDMETHODSFINALLY,WEOFFERSOMECONCLUDINGREMARKSABOUTECRMRESEARCHATITSHEARTECINVOLVESMARKETS,WHICHWILLIAMSONEXPLAINSSERVESASMECHANISMSTOALLOCATERESOURCESAMONGPARTICIPANTSFORBESANDROTHSHILDASSERTTHATTHEINTERNETI

12、SNOTMERELYAMEDIAFORMANDACOMMUNICATIONMETHOD,BUTISITSELFAMARKETPLACEINSTRUMENTCURRENTLYMARKETRESOURCESAREALLOCATEDVIATRANSACTIONSTRADITIONALTRANSACTIONSMAYBETHOUGHTOFINTHREEPHASESINFORMATIONPHASE,AGREEMENTPHASE,ANDSETTLEMENTPHASESELZANDSCHUBERTOFFERACONTINUOUSTRANSACTIONPHASEMODELTHATUSESCOMMUNICATIO

13、NTOCONNECTMULTIPLETRANSACTIONSACROSSTIME,THUSESTABLISHINGRELATIONSHIPSAMONGCUSTOMERSANDBETWEENCUSTOMERSANDBUSINESSENTERPRISESALLTHREEECTRANSACTIONPHASESINVOLVEECRMISSUESTHATHAVEYETTOBETHOROUGHLYEXPLOREDTHECOMMUNICATIONPHASE,WHICHLINKSTRANSACTIONSACROSSTIME,OFFERSARICHAREAFORCOLLABORATIVEECRMRESEARCH

14、ECMARKETSTHATUSETHE3INTERNETOROTHERPLATFORMSTOALLOCATERESOURCESAMONGPARTICIPANTSPROVIDEONECOMPONENTOFTHEOVERALLFRAMEWORKFOREXAMPLE,ALLSTATEINSURANCECOMPANYRECENTLYANNOUNCEDANINTEGRATEDECRMSYSTEMTHATCOMBINESMARKETINGCAMPAIGNMANAGEMENT,SALESLEADMANAGEMENT,ANDCALLCENTERAPPLICATIONSEACHAPPLICATIONHASBEE

15、NIMPLEMENTEDANDISCURRENTLYRUNNINGTHEGOALISTOINTEGRATETHEMTOENABLELEADSGENERATEDBYONECHANNELIE,THECOMPANYSWEBSITEORCALLCENTERTOBESWIFTLYROUTEDTOTHEMARKETINGSYSTEMORTOASPECIFICSALESREPRESENTATIVEFORACTIONTHEBASICRESEARCHISSUESFORMARKETSINVOLVEHOWBESTTOINTEGRATEECRMSYSTEMSSOTHEYINTERACTBOTHEFFECTIVELYA

16、NDEFFICIENTLYINADDITION,THEREMAYBECULTURALCHALLENGESANDORWORKFLOWISSUESTHATNEEDTOBESTUDIEDECRMMUSTBEGINTODRAWONTHEORYANDSTRATEGIESFROMOTHERDISCIPLINESSUCHASMARKETINGANDECONOMICSINORDERTODEALWITHTHERISINGDEMANDSOFCUSTOMERSINTHEIREXPECTATIONSFORQUALITY,236ROMANOANDFJERMESTADSERVICE,PRIVACY,ANDCOMMUNIC

17、ATIONWITHBUSINESSESASWELLASDEVELOPINGITSOWNISBASEDTHEORIESANDSTRATEGIESECOMMERCEHASLEDTONEWMARKETSTRUCTURESANDISRESEARCHERSANDPRACTITIONERSALIKEMUSTCONSIDERTHESECHANGESFROMTHEORETICAL,STRATEGIC,ANDTECHNOLOGICALPERSPECTIVESPRIORTOTHERISEOFINTERNETBASEDECOMMERCECRMWASCONSIDEREDANINDISPENSABLETOOLFORGA

18、ININGMARKETSHARERELATIONSHIPBUILDINGANDMANAGEMENTHAVEBECOMEPRINCIPALMODERNMARKETINGAPPROACHESINBOTHRESEARCHANDPRACTICEASTHEPARADIGMINMARKETINGSTRATEGYHASSHIFTEDFROMMARKETINGMIXTORELATIONSHIPMARKETINGRMTHERMPARADIGMENCOMPASSESMANYCONCEPTSINCLUDINGSTRATEGICALLIANCES,BRANDLOYALTY,PERSONAL/SOCIALRELATIO

19、NSHIPS,CUSTOMERPARTNERINGINPRODUCTDEVELOPMENT,DATABASEMANAGEMENT,ANDELECTRONICMEDIATOACTIVELYINTERACTWITHCONSUMERSRMEMPHASIZESBUILDINGRELATIONSHIPSTHATLEADTOCUSTOMERRETENTION,INJUXTAPOSITIONTOTRADITIONALTRANSACTIONALMARKETING,INWHICHINCREASINGANDMAINTAININGMARKETSHAREARETHEPRIMARYAIMSECRMRESEARCHERS

20、MUSTTAKETHEORIESINTOACCOUNTTHATADDRESSEXCHANGESBETWEENBUYERSANDSELLERFOREXAMPLE,DWYERANDSHURRDISTINGUISHBETWEENTWOTYPESOFEXCHANGESDISCRETETRANSACTIONSTYPICALLYAONETIMEPURCHASELACKINGRELATIONALELEMENTSANDRELATIONALEXCHANGESGROUNDEDONDYADICEXPECTATIONSOFFUTURETRANSACTIONSITISTHELATTERTHATECRMMUSTCONCE

21、RNITSELFWITHMOSTHOWEVERANOTHERIMPORTANTSTRATEGICISSUEWILLBETODETERMINEWHICHCUSTOMERSWANTEACHTYPEOF4EXCHANGE,SOTHATRESOURCESARENOTWASTEDONTHOSETHATPREFERTRANSACTIONSANDTHOSETHATPREFERRELATIONSHIPSARENOTLOSTDUETOFAILURETOFULFILLSUCHWANTSRELATIONALEXCHANGESARETHEORIZEDTOFOLLOWALINEARDEVELOPMENTALPROCES

22、SWITHFIVENONDISCRETEPHASES1AWARENESS,2EXPLORATIONINCLUDINGATTRACTION,COMMUNICATIONANDBARGAINING,POWERANDJUSTICE,NORMDEVELOPMENT,ANDEXPECTATIONDEVELOPMENT,3EXPANSION,4COMMITMENT,5DISSOLUTIONECRMRESEARCHERSMUSTEXPLOREWHETHERTHETHEORYBEHINDSUCHAPHASEDAPPROACHGENERALIZESTOECOMMERCEENVIRONMENTSINGENERAL,

23、ORWHETHERITAPPLIESONLYFORSPECIFICPRODUCTS,INDUSTRIES,OROTHERFACTORSANOTHERIMPORTANTCOMPONENTOFMARKETSFORECRMRESEARCHERSTOPAYATTENTIONTOINTERMSOFTHEORYANDSTRATEGYISTHESHIFTINPOWERFROMSELLERTOWARDCONSUMERSTHISSHIFTINPOWERPROVIDESMANYNEWBENEFITSFORCONSUMERSASWELLASNEWDEMANDSFOREXAMPLEDESIGNERSOFECRMSYS

24、TEMSMAYNOWHAVETO“BALANCE”THEREQUIREMENTSOFVENDORSANDCONSUMERS,SOMETHINGQUITEDIFFERENTTHANISOFTHERECENTPASTECRMSYSTEMSMAYHAVETOINCLUDESPECIALIZEDFEATURESFORCONSUMERSELECTRONICCOMMERCECUSTOMERRELATIONSHIPMANAGEMENT237SUCHASCONSUMERDECISIONSUPPORTSYSTEMS,SECUREANDTRUSTWORTHYTRANSACTIONMECHANISMS,TONAME

25、AFEWECRMSYSTEMSINTEGRATIONWILLCHANGETHEWAYTHEWORKISACCOMPLISHEDANDHOWRELATIONSHIPSAREESTABLISHEDANDMANAGEDOVERTIMETHEREAREANUMBERWAYSINWHICHECRMSYSTEMSINTEGRATIONWILLAFFECTWORKANDRELATIONSHIPSECRMSYSTEMSINTEGRATIONISLEADINGTONEWDISTRIBUTIONANDPROCESSINGCAPABILITIESTHATAFFECTCUSTOMERATTITUDESTOWARDIN

26、DUSTRIES,ANDREMOVEGEOGRAPHICANDCOSTBARRIERSTOWORLDWIDEDISTRIBUTIONOFGOODSANDSERVICESTHISRESULTSINACONVERGENCEOFKEYBENEFITSSOUGHTBYCONSUMERSACROSSTHEGLOBETHISREQUIRESORGANIZATIONSTODEVELOPNEWSTRATEGIESTOBUILDANDMAINTAINEFFECTIVEANDCONSISTENTWORLDWIDEBRANDIMAGESINTEGRATIONWILLALSOMEANTHATOTHERFACTORSS

27、UCHASLOGISTICSANDRAPIDDELIVERYOFPRODUCTS,INFORMATION,ANDSERVICES,CYBERINTERMEDIATIONMUSTBECONSIDEREDFROMSTRATEGICANDTHEORETICALPERSPECTIVESASWHITINGPOINTSOUT,INTHEALLSTATECASE,THECALLCENTERSAREFOCUSEDON5EFFICIENCYANDAREJUDGEDONCALLTHROUGHPUTWHENTHEINTEGRATEDECRMSYSTEMISINPLACETHECALLCENTERWORKERSWIL

28、LBECOMEREVENUEGENERATORSBYTURNINGCALLSINTOSALESLEADSANDCROSSSELLINGOPPORTUNITIESTHISONEEXAMPLE,FROMAMONGMANY,CLEARLYILLUSTRATESTHATECRMMARKETSPRESENTARICHAREAFORFUTURERESEARCH译文电子商务客户关系管理资料来源信息技术与管理作者古拉斯C罗马诺电子商务是有KALAKOTA和WHINSTON提出的，在企业和客户中仍然普遍的显著的存在着问题。此为，他们阐明了电子商务分为三种类型包括企业与顾客之间和企业之间，以及那些内部的企业。在本

29、文中，我们专注于企业与客户的关系。不过应当指出不能是大量的传统市场明显的研究成果。从根本上，电子客户关系管理包含吸引并留住具有经济价值的客户，排斥无经济价值的客户。基恩认为我们正处在一个由以基础交易到关系营销的门槛上。培养和管理客户关系的重要性与日俱增，这是这篇关系电子商务论文的动机。电子客户关系管理电子客户关系管理技术和电子客户关系管理的认为因素。我们断言每个主要区域的复杂性和丰富的电子客户关系管理都是未来研究人员现在和未来研究的方向。在我们的电子客户关系管理研究中，我们对条款进行分类。文章中研究ECRM分为五个研究领域。第一，五个研究领域每个讨论在正文中ECRM文学论文占比例很大。这些借鉴

30、来的言论很大程度上支持我们研究的电子客户关系管理研究设计的重要领域。第二，说明了五个领域的相对使用广泛度，从而发现潜在的差距，这么都需要更多的研究。显然，知识管理是一个电子客户关系管理研究的进一步需要认证的区域。在我们的研究评估中，我们对文件进行对在五个研究领域的发展趋势按年份和介质进行编码。每年的五个研究领域一直在稳步增加电子商务客户关系管理的发展。那些重要的、新兴的电子客户关系管理的理念对研究社会都有着重要的支持作用。表1还显示技术和人为因素有着显著的增加，而其他三个增加的速度则比较缓慢。再次表明了研究可能与机会方面有着很多的因素。进一步说，解决技术文件与其他领域同时增强对电子客户关系管理

31、有着研究需要。接下来我们按文章结构分析。我们通过一些简单的文献和讨论一些客户关系管理的关键技术来解释影响着五个E客户关系管理的每个领域。然后我们6提出我们的整体概念框架和我们的理论框架对E客户关系管理的影响。我们然后提出一些每个领域潜在的研究问题。我们再讨论电子客户关系管理研究评估和评价视角混合方法。最后，我们提供了一些关于E客户关系管理的研究总结发言。E客户关系管理是电子商务的核心，威廉森解释了服务分配参与者之间的资源。福布斯和ROTHSHILD断言互联网只不过是一种媒体形式和通信方法，但本身就是一个市场。目前市场通过交易分配资源。传统交易的思考可分为三个阶段信息阶段，协议阶段和解决阶段。S

32、ELZ和舒伯特提供连续交易阶段连接多个事务跨时间，从而建立使用通信的模型客户和客户与企业之间的关系。有三个电子商务交易的电子客户关系管理阶段都尚未被彻底的探讨。电子商务市场，使用互联网或其他平台参与者之间的资源分配提供一个框架的组成部分。例如ALLSTATE公司最近宣布了一种将销售管理活动集合在一起的客户关系管理系统，每个应用程序都已经执行。其目标是顾客生成一个集成的通道，公司的网站或者呼叫中心迅速被路由到市场营销系统或特定的营销系统并采取行动。市场的基础研究问题是如何有效地交互电子客户关系管理，在另外可能有问题调整和需要研究的工作流问题。E客户关系管理必须开始从其他学科如市场营销和经济学绘制

33、理论。服务、隐私和企业，已经反转自己沟通的理论和战略，这些都是新的市场研究人员和从业人员影响了电子商务战略和技术，必须从理论出发改变观点。之前认为，基于互联网的电子商务客户关系管理的兴起将是活的市场份额的不可缺少的工具。关系营销已经成为现在营销方式，研究和实践作为营销战略模式已经成为关系营销的影响组合。RM范烈包括许多概念，包括战略联盟、品牌忠诚度、私人的关系客户建立伙伴关系数据库管理，发展产品和电子媒体与消费者积极进行交互。电子客户关系管理必须考虑到地址之间交流的理论买方和卖方。德怀尔和SHURR两者类型之间的区别交流离散交易通常缺乏关系的一次性购买元素；关系交易在以后的食物处理的并在期望上

34、搁浅了的。后者是电子客户关系管理者所必须最关注的；但是另外一个要确定那些客户想要的每种类型的交流重要战略问题，不会因为丢失因而未能满足这种需要。关系交易被THEORIZED按离散的线性发展过程分为5个阶段1认识2包括吸引力、沟通和谈判、权利和司法，探索规范发展和期望发展，3扩展4承诺5解散电子客户关系管理必须探讨这种分阶段理论是否只是适合特定的产品、行7业或其他因素。E客户关系管理研究人员注意市场的另一个重要组成部分在理论和战略方面的是从卖方对消费者的权力转移。权利的转移为消费者提供了很多新的根据。E客户关系管理系统集成将改变完成工作的方式和如何关系的建立和管理随着时间的推移。有的编号方法其中E客户关系管理系统集成会影响工作和关系。E客户关系管理系统集成是通往新分布和处理影响客户的能力对行业已经世界范围分布的删除地理和成本障碍的态度和服务；这将导致消费者敛性要求的好处，还以为着其他因素如物流、快递交付的产品，必须要考虑到理论和战略的角度。