CRM方式提高客户满意度营销研究论文——营销论文指导

The CRM Approach
CRM方法

CRM has become very popular today and is considered a necessity of modern business (Stone et al., 2007). CRM business philosophy is that re-lationships are more valuable for the company than individual transactions,therefore a company should invest on building relationships with its most profitable customers.
CRM已经成为非常普及的今天，被认为是现代商业的必需品（Stone等人，2007）。CRM的经营理念是重的关系更有价值的公司，而不是个人交易，因此，公司应投资建立其最有利可图的客户关系。

The definition of CRM given by Knox et al. (2003) is ‘a strategic approach designed to improve shareholder value through developing appropriate rela-tionship with key customers and customer segments’. CRM responds to then end of adopting a segmented approach to customers due to their multiple 2.3 The CRM Approach 33 and different requirements in terms of value propositions service, experienceand relationship. The company allocate resources and models relationships according to customers’ preference and customers’ forecasted future value.
定义CRM诺克斯：（2003）“的战略方针，旨在提高股东价值，通过与关键客户和客户群，制定适当的RELA的关系。CRM响应的客户，由于多个2.3的CRM方法33和服务的价值主张，枫桥经验关系方面不同的要求，采用分段的方法，然后结束。公司根据客户的喜好和预测客户未来的价值，资源分配和模型的关系。

CEM projects frequently have been paired with CRM strategy to attain abetter result in the design and consistency of a company’s touch points tak-ing into consideration customer rational as well as emotional and irrational processes. Some researchers argued that CRM and CEM are fundamentally the http://www.ukassignment.org/scyxgl/ same tool (Stone et al., 2007). On the other side a “new wave” of re-search (Shaw, 2007; Schmitt, 2003) believes CEM is a new approach in itself and can be implemented separately from CRM projects. CEM is different to CRM for the following reason: CRM is a management tool to manage the relationship with the customer CEM is about the management of the customer experience two entirely different objectives and processes.
经常CEM项目已经配对与CRM策略的设计和一致性，公司的触摸点德考虑到顾客的理性和情绪化和非理性的过程，以获得一个更好的结果。一些研究人员认为，CRM和CEM是基本相同的工具（Stone等人，2007）。在另一边的“新一波”重新搜索（邵氏，2007年施密特，2003）认为，CEM是一种新的方法本身可以单独实施CRM项目。CEM是不同的CRM以下原因：CRM是一种管理工具，来管理与客户的关系，CEM是关于客户体验的两个完全不同的目标和过程的管理。

Based on the literature and research conducted it is the researcher opinion that CEM actually falls in two parts, one the management of the experience by the company (the framework the structure) and two the actual customer experience journey. For example it is a collection of experiences of the student on the journey through the university that makes up the “total experience”.To create memorable and unique student experiences it is necessary to explore students’ emotions and feelings.
根据文献资料和进行的研究，研究人员认为，CEM其实，在两个部分，一是由该公司管理的经验（框架结构）和两个客户的实际体验之旅。例如，它是一家集经验的学生通过大学的征程上，构成了“全方位体验”。要创造难忘和独特的学习经历，有必要探索学生的情绪和感受。