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动态客户关系管理策略在电子商务环境下的应用在电子商务环境下，企业面临着激烈的市场竞争，客户关系管理（Customer Relationship Management，CRM）成为企业提高竞争力的关键因素。传统的客户关系管理模式无法满足电子商务环境下的需求，新的动态客户关系管理策略亟待开发和应用。动态客户关系管理策略是指企业在电子商务环境下，通过对客户数据的收集、分析和应用，实时地关注客户需求，提供个性化的服务，提高客户满意度和忠诚度，提高企业的竞争力。这种策略可以帮助企业减少成本、提高合作伙伴之间的合作、实现客户的期望值，并提高企业的竞争力。在电子商务环境下，客户关系管理面临着以下挑战： 1. 客户信息的获取和分析：在电子商务环境下，客户信息的获取和分析变得更加复杂，企业需要使用先进的技术和工具来收集和分析客户数据。 2. 客户服务的个性化：在电子商务环境下，客户期望获得个性化的服务，企业需要通过对客户数据的分析，提供个性化的服务和产品。 3. 客户关系的维护：在电子商务环境下，客户关系的维护变得更加困难，企业需要通过多种渠道和方式来维护客户关系。为解决这些挑战，企业可以采取以下策略： 1. 建立客户关系管理系统：企业可以建立客户关系管理系统，以便更好地收集、分析和应用客户数据。 2. 实施客户分层管理：企业可以按照客户的价值和潜力对客户进行分层管理，对高价值客户提供个性化的服务。 3. 开发客户关系维护策略：企业可以开发客户关系维护策略，通过多种渠道和方式来维护客户关系。在电子商务环境下，动态客户关系管理策略的应用可以带来以下优势： 1. 提高客户满意度和忠诚度：通过对客户数据的分析和应用，企业可以提供个性化的服务，提高客户满意度和忠诚度。 2. 提高企业的竞争力：通过动态客户关系管理策略，企业可以提高自己的竞争力，提高市场占有率。 3. 降低成本：通过对客户关系的管理，企业可以降低成本，提高经营效率。动态客户关系管理策略在电子商务环境下的应用可以帮助企业提高竞争力，提高客户满意度和忠诚度，降低成本。企业可以通过建立客户关系管理系统、实施客户分层管理、开发客户关系维护策略等方式来应用动态客户关系管理策略。

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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-management, 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 Management 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 model. 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

Customer-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 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 have 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 research 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, 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 “golden 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 achievements 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

conserving 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 can’t work without all kind of

knowledge about employees, customers and cooperative partner. Therefore, it is very

important 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

based 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-term

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. 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 preferred. 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-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 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 efficiently 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 Similarity 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' demand and desire, just customer

relationship management under electronic commerce is easy to realize the purpose

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