在电子商务环境下的动态客户关系管理策略[外文翻译].doc

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

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

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

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.

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

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