在电子商务环境下的动态客户关系管理策略[外文翻译].doc

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1、毕业论文（设计）外文翻译标题：Dynamic Customer-Relationship Management Model in Electronic Commerce Environment原文：Abstract: With the development of information technology, Electronic Commerce is changing the way of management in enterprise, lifestyle of family and people. Under Electronic Commerce, market-manageme

2、nt, sale-management and customer-relationship of enterprise are substantially different from those of traditional commerce. This has created a significant challenge to enterprise management. The marketing strategies of Electronic Commerce （e-commerce）have really changed. The Customer-Relationship Ma

3、nagement Model established under e-commerce can help enterprises to reduce costs, enhance partners cooperation, attain the desired customer value, and promote enterprise competition. Therefore, we regard Relationship Management as the greatest change that requires a fresh approach through a new mode

4、l. The paper analyzes the relation between customer-relationship management in traditional circumstances and that in e-commerce environment, and expatiates on characteristic of customer-relationship management under e-commerce. On the basis of the analyses, the paper studies the model of Dynamic Cus

5、tomer-Relationship Management before sale, during sale and after sale in the enterprise. Keywords: Dynamic customer-relationship management; enterprise competition; E-commerce; model; business-to-customer. 1 Introduction Customer Relationship Management (CRM) has become a focus of marketing academic

6、 circles and corporation community. Around the world, research on CRM originated from “Contact Management” in the earlier 1980s. Until the earlier 1990s, researchers have become aware of “Customer Care” based on the telephone service center and supporting material analysis. Afterwards, researchers h

7、ave focused on customer-maintaining whose purpose is to manage Customer Relationship effectively. With standardizing of application of CRM in the domestic enterprises, domestic researchers have come to focus on CRM, some higher level research achievements have emerged continuously, but these researc

8、h achievements are related to customer relationship based on Business-to-Business (B2B) which centers on identifying of enterprise-customer and its maintaining, not focuses on the customer relationship based on Business-to-Customer (B2B) which is the relationship between business and other customers

9、, for example, employees, shareholders, ultimate customers, other cooperation partners, especially ultimate customers. One-to-one marketing based on the mode of B2B has presented a good application prospect in a walk of life. For example, “common customer flight plan” in aviation industry and “golde

10、n card project plan” in a health club are all tactics of customer relationship management made in the light of ultimate customers, whose purpose is to maintain stable long-term relation with the customers to attain “bilateral win” or “multilateral win”. As to research methods, most of research achie

11、vements on CRM are quantitative and static, less pointing out clearly how to make marketing decision and how to implement customer relationship strategy. The reason is that the profit resulted from these research achievements is insufficient for making up for the huge cost of collecting and conservi

12、ng database. There is lack of the research on customer-relationship management based on quantitative and static conditions under the Mode of B2C. Customer Relationship Management cant work without all kind of knowledge about employees, customers and cooperative partner. Therefore, it is very importa

13、nt to research dynamic customer-relationship management based on knowledge management under the mode of B2C. On the basis of analyzing characteristic of trading between enterprise and ultimate customers under the mode of B2C, the paper addresses the mode of dynamic customer-relationship management b

14、ased on knowledge management, and points out the guiding meaning about the enterprise CRM practice and the future research direction. 2 General Issues and Concepts. Relationship Marketing and Customer-relationship Management Most relationship marketing definitions stress the need to develop long-ter

15、m relationships with customers and sometimes other stakeholders (Galantines, 1994; Gringos, 2000). Jackson published an insightful book and an article on business-to-business marketing (B2B) in 1985 (Jackson, 1985) where she defined relationship marketing by contrasting it with transaction marketing

16、. From her comprehensive study she drew a general conclusion that building long-term relationships through relationship marketing should sometimes be the preferred strategy for the industrial seller, but sometimes transaction marketing, the one-shot deal with a short-term perspective should be prefe

17、rred. She argued that it all depends on the situation. Et al. (1997) identified four types of marketing in their research. One is transaction marketing, but the others have a relational content: database marketing (information exchange with the help of IT); interaction marketing (face-to-face or ear

18、-to-ear interaction); and network marketing, as essentially (but not solely) a B2B phenomenon where networks of relationships are built with a large number of stakeholders. CRM is the values and strategies of relationship marketing - with particular emphasis on customer relationships - turning into

19、practical application. The implementation steps used in one-to-one marketing summarize well what is needed to practice relationship marketing: identify individual customers and establish how to reach them; differentiate the customers with regard to values and needs; interact with the customers effic

20、iently and effectively; customize your offerings; and, finally, in the process of doing this, build learning relationships with your customers through dialogue (Peppers and Rogers, 1999; First, 2000; Newell, 2000). 3 Characteristics of Customer Relationship Management under Electronic Commerce 3.1 S

21、imilarity between Electronic Commerce and Traditional Business 3.1.1 Identified Purpose Despite customer relationship management under electronic commerce is superior to that in traditional business, the identified purpose of electronic commerce and traditional business is how to satisfy customers d

22、emand and desire, just customer relationship management under electronic commerce is easy to realize the purpose with the help of network information technology. 3.1.2 Identical effect The purpose of implementing customer relationship management is to grasp and satisfy certain customers demand and d

23、esire, establish service concept which is centering on customers, and make enterprise establish an unassailable position in severe market competition. 3.2 Characteristics of Customer Relationship Management under Electronic Commerce 3.2.1 Adaptability In comparison with customer relationship managem

24、ent under traditional business circumstances, customer-relationship management in electronic commerce has mighty advantage about its adaptability, which includes two aspects, i.e., time adaptability and space adaptability. Having made full use of network information technology, enterprise should rea

25、lize the service mode of 36524; time and space would impede trading among regions in the world no longer. Much trading has being proceeded among regions, enterprises, and countries at any time. Because the emerging business manner is very convenient for customers, the degree of satisfaction of custo

26、mers will be improved with the development of commerce manner. 3.2.2 Automaticity Compared to customer-relationship management under traditional business environment, customer-relationship management in electronic commerce could make full use of advanced information technology. Supported under netwo

27、rk information technology, enterprise could realize paperless customer-relationship management authentically. In traditional customer-relationship management, we frequently request customers to fill in questionnaires about a base data sheet and commodity quality feedback, but the firsthand informati

28、on-papered materials need to be put in order, copied with, and analyzed by man-manner, this results in mistakes and low efficiency. In electronic commerce environment, all statistic data are input into a database directly, technology is shared, statistic data are exchanged, with the computer calcula

29、ting and handling ability, we are very easy to deal with and analyze these statistic data. 3.2.3 Interaction characteristicCustomer-relationship management in electronic commerce environment could carry out real time and two-way dialogue communication mode. Because internet has possessed quite inter

30、action characteristic and guidance, under system guidance, customers often chose their production and service and put up their request through the internet, enterprises come to produce and provide service timely according to customers choice and request. All these could realize real time and two-way

31、 dialogue with customers. Enterprise will provide more content services for customers. 4 DCRM under the Mode of the B2C4.1 Characteristic of Trading Between Corporation and Consumer Trading process between corporation and customer is considered as continuous interactive process. In the every period,

32、 enterprise decides to adopt certain marketing constituting tactics, for example price and communication tactics, customers decide if he or she will participate in the enterprise marketing constituting tactic in the light of customer purchasing commodities. So, thetrading process between enterprise

33、and customers has become stochastic game process. The consumers decision influences the enterprise marketing, and illustrates transformation from one state to another state. From a view of corporation, customers decision is ransom variable, under the hypothesis which purchasing decision is only a fu

34、nction of customer and corporation tactic, customers state sequence has formed the Markov chains. Because enterprise have ability to control the evolution of the Markov chains by choice controlling variable, customer relationship management under the mode of B2C is considered as Markov decision proc

35、ess. 4.2 DCRM Implication under the Mode of the B2C The“Dynamic”in Dynamic Customer-Relationship Management includes three layer significance, i.e., first, from marketing management, dynamic customer-relationship management system should focus on the marketing tactic influence on customer net asset

36、value. This could heighten expecting returns, reduce marketing cost; secondly, from quantitative analysis, dynamic customer-relationship management system should care about not only present benefits and also future benefits when enterprise makes a decision. Thirdly, dynamic customer-relationship man

37、agement system should follow with interest in customer and enterprise benefits, not one side benefits. So, dynamic customer relationship management under the mode of B2C is a method which is how to analyze customer behavior quantitatively on the basis of “multilateral win”. 5 DCRM Model in Electroni

38、c Commerce Environment 5.1 DCRM before Sale 5.1.1 Establish customers files The purpose of establishing customers files is to grasp customers specific characteristic information including sex, age, profession and interest to understand customer consuming tendency. In electronic commerce environment,

39、 enterprise could make full use of establishing Customer files through sharing network statistic database resources. Under network environment, customer input his essential datum in database, which will be reserved in enterprise all the time. Every section of enterprise shares the resources. 5.1.2 R

40、enew customers files Renewing customers files means renewing customers specific characteristic information in time in the light of time and variation after enterprise establishes files for customers. The computer system can renew basic data of natural change automatically. For example, the data that

41、 is about customer age, while entering a new annual, customer age will automatically add one year of customer relationship management in electronic commerce environment; if using all manners of communication in basic data, it is unable to keep track of the customer, this record will become invalid a

42、nd computer system will automatically delete this record. 5.2 DCRM during Sale5.2.1 Participate in service Participating in service indicates that customer take part in product designing in order to acquire Individuality product which satisfies customers. Under electronic commerce, people have their

43、 individuality about demand for productions. product market is named as face-to-face market. Based on providing product common model by corporation, customer puts up his or her requests. Corporation produces products in the light of customers demand; this could enhance customers degree of satisfacti

44、on and save designing cost. For example, Dell sells personal computer under the model of B-to-C, customer could pick out personal computer on the enterprise website, and producing department organizes product production according to customer request. Dell sales volume of 1996 is 71% more than that o

45、f 1995 by using the model of the B-to-C. 5.2.2 Infer other Demand of Customer Inferring other demand of customer indicates that enterprise could speculate other demand of customer by analyzing customer purchasing behavior to improve the sale volume of product and heighten customer content. For examp

46、le, when a twenty-six years old woman buys a baby bottle, we are easy to think of that the woman has a lovely baby; we can infer that the woman could buy baby food, baby costume, baby toy and so on. When the customer touches a sort of baby bottle, system will show automatically all sorts of baby com

47、modities. If a customer buys one portable computer, we can infer that this customer belongs to high-grade customers, and speculate that superior quality products such as digital camera and family cinema belong to a scope of customers purchasing. So when customer touches on the portable computer, sys

48、tem will show automatically digital camera and family cinema and so on. The manner of “Inferring” could advertise for enterprise product. 5.3 DCRM after Sale5.3.1 Track ServiceTracking service indicates that the enterprise provides service for all customers after sale at any Time. Under electronic c

49、ommerce, the enterprise should provide lifelong service for customer after sale through establishing customer files and utilizing the advantage of network. The high quality service will forever be a good way of creating and maintaining customer. In the keen competition of market, service for customer is no longer a sort of passive reaction when customer puts up a certain request, the enterprise should regard customer as “God”. 5.3.2 Customer self-serviceCustomer self-service indicates