1、毕业论文（设计）外文翻译标题DYNAMICCUSTOMERRELATIONSHIPMANAGEMENTMODELINELECTRONICCOMMERCEENVIRONMENT原文ABSTRACTWITHTHEDEVELOPMENTOFINFORMATIONTECHNOLOGY,ELECTRONICCOMMERCEISCHANGINGTHEWAYOFMANAGEMENTINENTERPRISE,LIFESTYLEOFFAMILYANDPEOPLEUNDERELECTRONICCOMMERCE,MARKETMANAGEMENT,SALEMANAGEMENTANDCUSTOMERRELATIONSH
2、IPOFENTERPRISEARESUBSTANTIALLYDIFFERENTFROMTHOSEOFTRADITIONALCOMMERCETHISHASCREATEDASIGNIFICANTCHALLENGETOENTERPRISEMANAGEMENTTHEMARKETINGSTRATEGIESOFELECTRONICCOMMERCE（ECOMMERCE）HAVEREALLYCHANGEDTHECUSTOMERRELATIONSHIPMANAGEMENTMODELESTABLISHEDUNDERECOMMERCECANHELPENTERPRISESTOREDUCECOSTS,ENHANCEPA
3、RTNERSCOOPERATION,ATTAINTHEDESIREDCUSTOMERVALUE,ANDPROMOTEENTERPRISECOMPETITIONTHEREFORE,WEREGARDRELATIONSHIPMANAGEMENTASTHEGREATESTCHANGETHATREQUIRESAFRESHAPPROACHTHROUGHANEWMODELTHEPAPERANALYZESTHERELATIONBETWEENCUSTOMERRELATIONSHIPMANAGEMENTINTRADITIONALCIRCUMSTANCESANDTHATINECOMMERCEENVIRONMENT,
4、ANDEXPATIATESONCHARACTERISTICOFCUSTOMERRELATIONSHIPMANAGEMENTUNDERECOMMERCEONTHEBASISOFTHEANALYSES,THEPAPERSTUDIESTHEMODELOFDYNAMICCUSTOMERRELATIONSHIPMANAGEMENTBEFORESALE,DURINGSALEANDAFTERSALEINTHEENTERPRISEKEYWORDSDYNAMICCUSTOMERRELATIONSHIPMANAGEMENTENTERPRISECOMPETITIONECOMMERCEMODELBUSINESSTOC
5、USTOMER1INTRODUCTIONCUSTOMERRELATIONSHIPMANAGEMENTCRMHASBECOMEAFOCUSOFMARKETINGACADEMICCIRCLESANDCORPORATIONCOMMUNITYAROUNDTHEWORLD,RESEARCHONCRMORIGINATEDFROM“CONTACTMANAGEMENT”INTHEEARLIER1980SUNTILTHEEARLIER1990S,RESEARCHERSHAVEBECOMEAWAREOF“CUSTOMERCARE”BASEDONTHETELEPHONESERVICECENTERANDSUPPORT
6、INGMATERIALANALYSISAFTERWARDS,RESEARCHERSHAVEFOCUSEDONCUSTOMERMAINTAININGWHOSEPURPOSEISTOMANAGECUSTOMERRELATIONSHIPEFFECTIVELYWITHSTANDARDIZINGOFAPPLICATIONOFCRMINTHEDOMESTICENTERPRISES,DOMESTICRESEARCHERSHAVECOMETOFOCUSONCRM,SOMEHIGHERLEVELRESEARCHACHIEVEMENTSHAVEEMERGEDCONTINUOUSLY,BUTTHESERESEARC
7、HACHIEVEMENTSARERELATEDTOCUSTOMERRELATIONSHIPBASEDONBUSINESSTOBUSINESSB2BWHICHCENTERSONIDENTIFYINGOFENTERPRISECUSTOMERANDITSMAINTAINING,NOTFOCUSESONTHECUSTOMERRELATIONSHIPBASEDONBUSINESSTOCUSTOMERB2BWHICHISTHERELATIONSHIPBETWEENBUSINESSANDOTHERCUSTOMERS,FOREXAMPLE,EMPLOYEES,SHAREHOLDERS,ULTIMATECUST
8、OMERS,OTHERCOOPERATIONPARTNERS,ESPECIALLYULTIMATECUSTOMERSONETOONEMARKETINGBASEDONTHEMODEOFB2BHASPRESENTEDAGOODAPPLICATIONPROSPECTINAWALKOFLIFEFOREXAMPLE,“COMMONCUSTOMERFLIGHTPLAN”INAVIATIONINDUSTRYAND“GOLDENCARDPROJECTPLAN”INAHEALTHCLUBAREALLTACTICSOFCUSTOMERRELATIONSHIPMANAGEMENTMADEINTHELIGHTOFUL
9、TIMATECUSTOMERS,WHOSEPURPOSEISTOMAINTAINSTABLELONGTERMRELATIONWITHTHECUSTOMERSTOATTAIN“BILATERALWIN”OR“MULTILATERALWIN”ASTORESEARCHMETHODS,MOSTOFRESEARCHACHIEVEMENTSONCRMAREQUANTITATIVEANDSTATIC,LESSPOINTINGOUTCLEARLYHOWTOMAKEMARKETINGDECISIONANDHOWTOIMPLEMENTCUSTOMERRELATIONSHIPSTRATEGYTHEREASONIST
10、HATTHEPROFITRESULTEDFROMTHESERESEARCHACHIEVEMENTSISINSUFFICIENTFORMAKINGUPFORTHEHUGECOSTOFCOLLECTINGANDCONSERVINGDATABASETHEREISLACKOFTHERESEARCHONCUSTOMERRELATIONSHIPMANAGEMENTBASEDONQUANTITATIVEANDSTATICCONDITIONSUNDERTHEMODEOFB2CCUSTOMERRELATIONSHIPMANAGEMENTCANTWORKWITHOUTALLKINDOFKNOWLEDGEABOUT
11、EMPLOYEES,CUSTOMERSANDCOOPERATIVEPARTNERTHEREFORE,ITISVERYIMPORTANTTORESEARCHDYNAMICCUSTOMERRELATIONSHIPMANAGEMENTBASEDONKNOWLEDGEMANAGEMENTUNDERTHEMODEOFB2CONTHEBASISOFANALYZINGCHARACTERISTICOFTRADINGBETWEENENTERPRISEANDULTIMATECUSTOMERSUNDERTHEMODEOFB2C,THEPAPERADDRESSESTHEMODEOFDYNAMICCUSTOMERREL
12、ATIONSHIPMANAGEMENTBASEDONKNOWLEDGEMANAGEMENT,ANDPOINTSOUTTHEGUIDINGMEANINGABOUTTHEENTERPRISECRMPRACTICEANDTHEFUTURERESEARCHDIRECTION2GENERALISSUESANDCONCEPTSRELATIONSHIPMARKETINGANDCUSTOMERRELATIONSHIPMANAGEMENTMOSTRELATIONSHIPMARKETINGDEFINITIONSSTRESSTHENEEDTODEVELOPLONGTERMRELATIONSHIPSWITHCUSTO
13、MERSANDSOMETIMESOTHERSTAKEHOLDERSGALANTINES,1994GRINGOS,2000JACKSONPUBLISHEDANINSIGHTFULBOOKANDANARTICLEONBUSINESSTOBUSINESSMARKETINGB2BIN1985JACKSON,1985WHERESHEDEFINEDRELATIONSHIPMARKETINGBYCONTRASTINGITWITHTRANSACTIONMARKETINGFROMHERCOMPREHENSIVESTUDYSHEDREWAGENERALCONCLUSIONTHATBUILDINGLONGTERMR
14、ELATIONSHIPSTHROUGHRELATIONSHIPMARKETINGSHOULDSOMETIMESBETHEPREFERREDSTRATEGYFORTHEINDUSTRIALSELLER,BUTSOMETIMESTRANSACTIONMARKETING,THEONESHOTDEALWITHASHORTTERMPERSPECTIVESHOULDBEPREFERREDSHEARGUEDTHATITALLDEPENDSONTHESITUATIONETAL1997IDENTIFIEDFOURTYPESOFMARKETINGINTHEIRRESEARCHONEISTRANSACTIONMAR
15、KETING,BUTTHEOTHERSHAVEARELATIONALCONTENTDATABASEMARKETINGINFORMATIONEXCHANGEWITHTHEHELPOFITINTERACTIONMARKETINGFACETOFACEOREARTOEARINTERACTIONANDNETWORKMARKETING,ASESSENTIALLYBUTNOTSOLELYAB2BPHENOMENONWHERENETWORKSOFRELATIONSHIPSAREBUILTWITHALARGENUMBEROFSTAKEHOLDERSCRMISTHEVALUESANDSTRATEGIESOFREL
16、ATIONSHIPMARKETINGWITHPARTICULAREMPHASISONCUSTOMERRELATIONSHIPSTURNINGINTOPRACTICALAPPLICATIONTHEIMPLEMENTATIONSTEPSUSEDINONETOONEMARKETINGSUMMARIZEWELLWHATISNEEDEDTOPRACTICERELATIONSHIPMARKETINGIDENTIFYINDIVIDUALCUSTOMERSANDESTABLISHHOWTOREACHTHEMDIFFERENTIATETHECUSTOMERSWITHREGARDTOVALUESANDNEEDSI
17、NTERACTWITHTHECUSTOMERSEFFICIENTLYANDEFFECTIVELYCUSTOMIZEYOUROFFERINGSAND,FINALLY,INTHEPROCESSOFDOINGTHIS,BUILDLEARNINGRELATIONSHIPSWITHYOURCUSTOMERSTHROUGHDIALOGUEPEPPERSANDROGERS,1999FIRST,2000NEWELL,20003CHARACTERISTICSOFCUSTOMERRELATIONSHIPMANAGEMENTUNDERELECTRONICCOMMERCE31SIMILARITYBETWEENELEC
18、TRONICCOMMERCEANDTRADITIONALBUSINESS311IDENTIFIEDPURPOSEDESPITECUSTOMERRELATIONSHIPMANAGEMENTUNDERELECTRONICCOMMERCEISSUPERIORTOTHATINTRADITIONALBUSINESS,THEIDENTIFIEDPURPOSEOFELECTRONICCOMMERCEANDTRADITIONALBUSINESSISHOWTOSATISFYCUSTOMERSDEMANDANDDESIRE,JUSTCUSTOMERRELATIONSHIPMANAGEMENTUNDERELECTR
19、ONICCOMMERCEISEASYTOREALIZETHEPURPOSEWITHTHEHELPOFNETWORKINFORMATIONTECHNOLOGY312IDENTICALEFFECTTHEPURPOSEOFIMPLEMENTINGCUSTOMERRELATIONSHIPMANAGEMENTISTOGRASPANDSATISFYCERTAINCUSTOMERSDEMANDANDDESIRE,ESTABLISHSERVICECONCEPTWHICHISCENTERINGONCUSTOMERS,ANDMAKEENTERPRISEESTABLISHANUNASSAILABLEPOSITION
20、INSEVEREMARKETCOMPETITION32CHARACTERISTICSOFCUSTOMERRELATIONSHIPMANAGEMENTUNDERELECTRONICCOMMERCE321ADAPTABILITYINCOMPARISONWITHCUSTOMERRELATIONSHIPMANAGEMENTUNDERTRADITIONALBUSINESSCIRCUMSTANCES,CUSTOMERRELATIONSHIPMANAGEMENTINELECTRONICCOMMERCEHASMIGHTYADVANTAGEABOUTITSADAPTABILITY,WHICHINCLUDESTW
21、OASPECTS,IE,TIMEADAPTABILITYANDSPACEADAPTABILITYHAVINGMADEFULLUSEOFNETWORKINFORMATIONTECHNOLOGY,ENTERPRISESHOULDREALIZETHESERVICEMODEOF36524TIMEANDSPACEWOULDIMPEDETRADINGAMONGREGIONSINTHEWORLDNOLONGERMUCHTRADINGHASBEINGPROCEEDEDAMONGREGIONS,ENTERPRISES,ANDCOUNTRIESATANYTIMEBECAUSETHEEMERGINGBUSINESS
22、MANNERISVERYCONVENIENTFORCUSTOMERS,THEDEGREEOFSATISFACTIONOFCUSTOMERSWILLBEIMPROVEDWITHTHEDEVELOPMENTOFCOMMERCEMANNER322AUTOMATICITYCOMPAREDTOCUSTOMERRELATIONSHIPMANAGEMENTUNDERTRADITIONALBUSINESSENVIRONMENT,CUSTOMERRELATIONSHIPMANAGEMENTINELECTRONICCOMMERCECOULDMAKEFULLUSEOFADVANCEDINFORMATIONTECHN
23、OLOGYSUPPORTEDUNDERNETWORKINFORMATIONTECHNOLOGY,ENTERPRISECOULDREALIZEPAPERLESSCUSTOMERRELATIONSHIPMANAGEMENTAUTHENTICALLYINTRADITIONALCUSTOMERRELATIONSHIPMANAGEMENT,WEFREQUENTLYREQUESTCUSTOMERSTOFILLINQUESTIONNAIRESABOUTABASEDATASHEETANDCOMMODITYQUALITYFEEDBACK,BUTTHEFIRSTHANDINFORMATIONPAPEREDMATE
24、RIALSNEEDTOBEPUTINORDER,COPIEDWITH,ANDANALYZEDBYMANMANNER,THISRESULTSINMISTAKESANDLOWEFFICIENCYINELECTRONICCOMMERCEENVIRONMENT,ALLSTATISTICDATAAREINPUTINTOADATABASEDIRECTLY,TECHNOLOGYISSHARED,STATISTICDATAAREEXCHANGED,WITHTHECOMPUTERCALCULATINGANDHANDLINGABILITY,WEAREVERYEASYTODEALWITHANDANALYZETHES
25、ESTATISTICDATA323INTERACTIONCHARACTERISTICCUSTOMERRELATIONSHIPMANAGEMENTINELECTRONICCOMMERCEENVIRONMENTCOULDCARRYOUTREALTIMEANDTWOWAYDIALOGUECOMMUNICATIONMODEBECAUSEINTERNETHASPOSSESSEDQUITEINTERACTIONCHARACTERISTICANDGUIDANCE,UNDERSYSTEMGUIDANCE,CUSTOMERSOFTENCHOSETHEIRPRODUCTIONANDSERVICEANDPUTUPT
26、HEIRREQUESTTHROUGHTHEINTERNET,ENTERPRISESCOMETOPRODUCEANDPROVIDESERVICETIMELYACCORDINGTOCUSTOMERSCHOICEANDREQUESTALLTHESECOULDREALIZEREALTIMEANDTWOWAYDIALOGUEWITHCUSTOMERSENTERPRISEWILLPROVIDEMORECONTENTSERVICESFORCUSTOMERS4DCRMUNDERTHEMODEOFTHEB2C41CHARACTERISTICOFTRADINGBETWEENCORPORATIONANDCONSUM
27、ERTRADINGPROCESSBETWEENCORPORATIONANDCUSTOMERISCONSIDEREDASCONTINUOUSINTERACTIVEPROCESSINTHEEVERYPERIOD,ENTERPRISEDECIDESTOADOPTCERTAINMARKETINGCONSTITUTINGTACTICS,FOREXAMPLEPRICEANDCOMMUNICATIONTACTICS,CUSTOMERSDECIDEIFHEORSHEWILLPARTICIPATEINTHEENTERPRISEMARKETINGCONSTITUTINGTACTICINTHELIGHTOFCUST
28、OMERPURCHASINGCOMMODITIESSO,THETRADINGPROCESSBETWEENENTERPRISEANDCUSTOMERSHASBECOMESTOCHASTICGAMEPROCESSTHECONSUMERSDECISIONINFLUENCESTHEENTERPRISEMARKETING,ANDILLUSTRATESTRANSFORMATIONFROMONESTATETOANOTHERSTATEFROMAVIEWOFCORPORATION,CUSTOMERSDECISIONISRANSOMVARIABLE,UNDERTHEHYPOTHESISWHICHPURCHASIN
29、GDECISIONISONLYAFUNCTIONOFCUSTOMERANDCORPORATIONTACTIC,CUSTOMERSSTATESEQUENCEHASFORMEDTHEMARKOVCHAINSBECAUSEENTERPRISEHAVEABILITYTOCONTROLTHEEVOLUTIONOFTHEMARKOVCHAINSBYCHOICECONTROLLINGVARIABLE,CUSTOMERRELATIONSHIPMANAGEMENTUNDERTHEMODEOFB2CISCONSIDEREDASMARKOVDECISIONPROCESS42DCRMIMPLICATIONUNDERT
30、HEMODEOFTHEB2CTHE“DYNAMIC”INDYNAMICCUSTOMERRELATIONSHIPMANAGEMENTINCLUDESTHREELAYERSIGNIFICANCE,IE,FIRST,FROMMARKETINGMANAGEMENT,DYNAMICCUSTOMERRELATIONSHIPMANAGEMENTSYSTEMSHOULDFOCUSONTHEMARKETINGTACTICINFLUENCEONCUSTOMERNETASSETVALUETHISCOULDHEIGHTENEXPECTINGRETURNS,REDUCEMARKETINGCOSTSECONDLY,FRO
31、MQUANTITATIVEANALYSIS,DYNAMICCUSTOMERRELATIONSHIPMANAGEMENTSYSTEMSHOULDCAREABOUTNOTONLYPRESENTBENEFITSANDALSOFUTUREBENEFITSWHENENTERPRISEMAKESADECISIONTHIRDLY,DYNAMICCUSTOMERRELATIONSHIPMANAGEMENTSYSTEMSHOULDFOLLOWWITHINTERESTINCUSTOMERANDENTERPRISEBENEFITS,NOTONESIDEBENEFITSSO,DYNAMICCUSTOMERRELATI
32、ONSHIPMANAGEMENTUNDERTHEMODEOFB2CISAMETHODWHICHISHOWTOANALYZECUSTOMERBEHAVIORQUANTITATIVELYONTHEBASISOF“MULTILATERALWIN”5DCRMMODELINELECTRONICCOMMERCEENVIRONMENT51DCRMBEFORESALE511ESTABLISHCUSTOMERSFILESTHEPURPOSEOFESTABLISHINGCUSTOMERSFILESISTOGRASPCUSTOMERSSPECIFICCHARACTERISTICINFORMATIONINCLUDIN
33、GSEX,AGE,PROFESSIONANDINTERESTTOUNDERSTANDCUSTOMERCONSUMINGTENDENCYINELECTRONICCOMMERCEENVIRONMENT,ENTERPRISECOULDMAKEFULLUSEOFESTABLISHINGCUSTOMERFILESTHROUGHSHARINGNETWORKSTATISTICDATABASERESOURCESUNDERNETWORKENVIRONMENT,CUSTOMERINPUTHISESSENTIALDATUMINDATABASE,WHICHWILLBERESERVEDINENTERPRISEALLTH
34、ETIMEEVERYSECTIONOFENTERPRISESHARESTHERESOURCES512RENEWCUSTOMERSFILESRENEWINGCUSTOMERSFILESMEANSRENEWINGCUSTOMERSSPECIFICCHARACTERISTICINFORMATIONINTIMEINTHELIGHTOFTIMEANDVARIATIONAFTERENTERPRISEESTABLISHESFILESFORCUSTOMERSTHECOMPUTERSYSTEMCANRENEWBASICDATAOFNATURALCHANGEAUTOMATICALLYFOREXAMPLE,THED
35、ATATHATISABOUTCUSTOMERAGE,WHILEENTERINGANEWANNUAL,CUSTOMERAGEWILLAUTOMATICALLYADDONEYEAROFCUSTOMERRELATIONSHIPMANAGEMENTINELECTRONICCOMMERCEENVIRONMENTIFUSINGALLMANNERSOFCOMMUNICATIONINBASICDATA,ITISUNABLETOKEEPTRACKOFTHECUSTOMER,THISRECORDWILLBECOMEINVALIDANDCOMPUTERSYSTEMWILLAUTOMATICALLYDELETETHI
36、SRECORD52DCRMDURINGSALE521PARTICIPATEINSERVICEPARTICIPATINGINSERVICEINDICATESTHATCUSTOMERTAKEPARTINPRODUCTDESIGNINGINORDERTOACQUIREINDIVIDUALITYPRODUCTWHICHSATISFIESCUSTOMERSUNDERELECTRONICCOMMERCE,PEOPLEHAVETHEIRINDIVIDUALITYABOUTDEMANDFORPRODUCTIONSPRODUCTMARKETISNAMEDASFACETOFACEMARKETBASEDONPROV
37、IDINGPRODUCTCOMMONMODELBYCORPORATION,CUSTOMERPUTSUPHISORHERREQUESTSCORPORATIONPRODUCESPRODUCTSINTHELIGHTOFCUSTOMERSDEMANDTHISCOULDENHANCECUSTOMERSDEGREEOFSATISFACTIONANDSAVEDESIGNINGCOSTFOREXAMPLE,DELLSELLSPERSONALCOMPUTERUNDERTHEMODELOFBTOC,CUSTOMERCOULDPICKOUTPERSONALCOMPUTERONTHEENTERPRISEWEBSITE
38、,ANDPRODUCINGDEPARTMENTORGANIZESPRODUCTPRODUCTIONACCORDINGTOCUSTOMERREQUESTDELLSALESVOLUMEOF1996IS71MORETHANTHATOF1995BYUSINGTHEMODELOFTHEBTOC522INFEROTHERDEMANDOFCUSTOMERINFERRINGOTHERDEMANDOFCUSTOMERINDICATESTHATENTERPRISECOULDSPECULATEOTHERDEMANDOFCUSTOMERBYANALYZINGCUSTOMERPURCHASINGBEHAVIORTOIM
39、PROVETHESALEVOLUMEOFPRODUCTANDHEIGHTENCUSTOMERCONTENTFOREXAMPLE,WHENATWENTYSIXYEARSOLDWOMANBUYSABABYBOTTLE,WEAREEASYTOTHINKOFTHATTHEWOMANHASALOVELYBABYWECANINFERTHATTHEWOMANCOULDBUYBABYFOOD,BABYCOSTUME,BABYTOYANDSOONWHENTHECUSTOMERTOUCHESASORTOFBABYBOTTLE,SYSTEMWILLSHOWAUTOMATICALLYALLSORTSOFBABYCOM
40、MODITIESIFACUSTOMERBUYSONEPORTABLECOMPUTER,WECANINFERTHATTHISCUSTOMERBELONGSTOHIGHGRADECUSTOMERS,ANDSPECULATETHATSUPERIORQUALITYPRODUCTSSUCHASDIGITALCAMERAANDFAMILYCINEMABELONGTOASCOPEOFCUSTOMERSPURCHASINGSOWHENCUSTOMERTOUCHESONTHEPORTABLECOMPUTER,SYSTEMWILLSHOWAUTOMATICALLYDIGITALCAMERAANDFAMILYCIN
41、EMAANDSOONTHEMANNEROF“INFERRING”COULDADVERTISEFORENTERPRISEPRODUCT53DCRMAFTERSALE531TRACKSERVICETRACKINGSERVICEINDICATESTHATTHEENTERPRISEPROVIDESSERVICEFORALLCUSTOMERSAFTERSALEATANYTIMEUNDERELECTRONICCOMMERCE,THEENTERPRISESHOULDPROVIDELIFELONGSERVICEFORCUSTOMERAFTERSALETHROUGHESTABLISHINGCUSTOMERFIL
42、ESANDUTILIZINGTHEADVANTAGEOFNETWORKTHEHIGHQUALITYSERVICEWILLFOREVERBEAGOODWAYOFCREATINGANDMAINTAININGCUSTOMERINTHEKEENCOMPETITIONOFMARKET,SERVICEFORCUSTOMERISNOLONGERASORTOFPASSIVEREACTIONWHENCUSTOMERPUTSUPACERTAINREQUEST,THEENTERPRISESHOULDREGARDCUSTOMERAS“GOD”532CUSTOMERSELFSERVICECUSTOMERSELFSERV
43、ICEINDICATESTHATENTERPRISEEXCAVATESCUSTOMERSLATENTANDIMPROVESSERVICEQUALITYBYINTERACTINGWITHCUSTOMERSTHEREEXISTSACOMMONPHENOMENONINOURREALLIFE,IFPRODUCTHASMANYKINDSOFFUNCTIONSCUSTOMERSONLYKNOWONEORSEVERALKINDSOFCOMMONFUNCTIONSTHISBRINGSABOUTWASTINGPRODUCTFUNCTIONANDWEAKENINGPRODUCTCOMPETITIONUNDEREL
44、ECTRONICCOMMERCE,CUSTOMERSELFSERVICECANSOLVETHISPROBLEM533EMOTIONSCOMMUNICATIONESTABLISHINGGOODRELATIONSHIPWITHCUSTOMERISTHEKEYTOCUSTOMERRELATIONSHIPMANAGEMENTINELECTRONICCOMMERCEANDTRADITIONALBUSINESSENVIRONMENTUNDERELECTRONICCOMMERCE,CUSTOMERFREQUENTLYCARRIESOUTHISORHERBUSINESSINTHEINTERNETTHEENTE
45、RPRISEISVERYDIFFICULTTOGETINTOUCHWITHCUSTOMER,SOITHASBECOMEMOREIMPORTANTFORTHEENTERPRISETOACTIVELYCOMMUNICATEWITHCUSTOMERUNDERELECTRONICCOMMERCE,THEENTERPRISESHOULDMAKEFULLUSEOFNETWORKINFORMATIONTECHNOLOGYECOMMERCESYSTEMSENDSAUTOMATICALLYAGREETINGCARDTOCUSTOMERONHISORHERBIRTHDAYANDWEDDINGANNIVERSARI
46、ESANDSOONTOEXPRESSENTERPRISESCONGRATULATIONTOCUSTOMERINTHEMEANWHILE,THEENTERPRISEMAYRECOMMENDENTERPRISENEWPRODUCTTOCUSTOMERLIKETHIS,CUSTOMERWILLNOTFORGETTHEENTERPRISEWEBSITEANDBROWSEENTERPRISEWEBMORE54DCRMMODELINELECTRONICCOMMERCEENVIRONMENTWITHABOVETHEORYFRAMEWORK,WEMAYCONSTRUCTTHEDCRMMODELINELECTR
47、ONICCOMMERCEENVIRONMENTASFOLLOWS6CONCLUSIONSCUSTOMERRELATIONSHIPMANAGEMENTINELECTRONICCOMMERCEENVIRONMENTWHICHISVERYDIFFERENTFROMTHATINTRADITIONALBUSINESSCIRCUMSTANCESPUTSEMPHASISONONETOONERELATIONSHIPMARKETINGITISDYNAMICCUSTOMERRELATIONSHIPMANAGEMENTBEFORESALE,COMPANYSHOULDESTABLISHANDRENEWSCUSTOME
48、RSFILES,DESIGNFRIENDLYINTERFACE,DIFFERENTIATEMARKETANDINDUCENEWCONSUMINGOFOLDCUSTOMERDURINGSALE,COMPANYSHOULDMAKECUSTOMERSTAKINGPARTINPRODUCTDESIGNINGINORDERTOACQUIREINDIVIDUALITYPRODUCTWHICHSATISFYCUSTOMER,INFEROTHERDEMANDOFCUSTOMERANDANALYZECUSTOMERPURCHASINGBEHAVIORINORDERTOIMPROVETHESALEVOLUMEOF
49、PRODUCTANDHEIGHTENCUSTOMERCONTENTAFTERSALE,COMPANYSHOULDTRACKCUSTOMER,ESTABLISHSELFSERVICEPLATFORMTOLETTHEMCOMMUNICATEWITHEACHOTHERANDENTERPRISEINORDERTOACQUIREMOREPRODUCTINFORMATIONANDCOMMUNICATEWITHCUSTOMERSCUSTOMERRELATIONSHIPMANAGEMENTINELECTRONICCOMMERCEENVIRONMENTMUSTENCIRCLETHECENTEROFCUSTOMER,SATISFYCUSTOMERWITHDEMANDANDPROVIDELIFELONGSERVICEFORCUSTOMERSLIKETHIS,THEENTERPRISEIMPROVESTHEQUALITYOFPRODUCTANDSERVICE,INCREASESALESVOLUME,ENHANCETHEDEGREEOFCUSTOMERLOYALANDPROMOTETHEENTERPRISECOMPETITIVENESS出处WANGXUEJUNRAOYANGDE，BUSINESSSCHOOL,WUHANUNIVERSITY，WUHAN430072CHINA，I
