CRM系统：CRM 环境下面向产品创新的关键客户知识源识别研究

因此,可以构建如图2 所示的关键客户知识源 识别体系。 图2 　关键客户知识源识别体系 4 　结论 识别关键客户知识源是企业获取客户知识的前 提,只有识别出关键的客户知识源,企业才能把有限 的资源投向关键的客户,以获取最大化的商业价值。 本文基于企业和客户的交互视角,提出应从客户知 识价值、客户的知识交流意愿和企业的客户知识吸 收能力3 个维度识别关键客户知识源。 客户知识价值主要采用客户全生命周期价值进 行测量。客户的知识交流意愿反映了客户与企业沟 通、交流信息和知识的愿望的强弱。由于客户处于 企业边界之外,因此企业不能强制客户参与其知识 管理活动之中,只有通过创造客户认同的企业文化 和建立有效的激励机制来提高客户的知识交流意 愿。客户的知识交流意愿主要可运用客户的主动联 系频率、客户被动联系的接受率、收益感知度、客户 对企业的信任度等进行测量。企业的客户知识吸收 能力就是企业获取、消化、转化和开发客户知识,并 把客户知识运用于企业决策的能力。企业的客户知 识吸收能力主要从外部知识源的多样性、企业的先 验知识结构、员工获取客户知识的动机和IT 系统 水平等方面进行测量。 本文所建立的关键客户知识源识别体系兼顾了 企业和客户双方视角,体现了客户知识共享的自愿、 公平机制,为企业进行有效的客户关系管理决策提 供了理论依据。 参考文献 [ 1 ] 　PRAHALAD C K,RAMASWAMY V1Co2opting custom2 er competence[J ] . Harvard Business Review ,2000 ,78 (1/ 2) :79287. [2 ] 　VON HIPPEL E1 技术创新源泉[M] . 柳卸林,译1 北京: 科学技术文献出版社,1997 :75277. [ 3 ] 　高忠义,王永贵1 用户创新及其管理研究现状与展望[J ] . 外国经济与管理,2006 ,28 (4) :40247. [ 4 ] 　KNIGHT K E1A study of technological innovation :t he e2 volution of digital computers [ D ] . Carnegie Institute of Technology ,1963. 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Study on Identif ication of Key Customer Knowledge Source Oriented Product Innovation in CRM Huang Zhiyang1 ,Han Yuqi1 ,Meng Qingliang2 (11 School of Management & Economics ,Nanjing University of Science and Technology ,Nanjing 210094 ,China ; 21 School of Management & Economics ,Jiangsu University of Science and Technology ,Zhenjiang Jiangsu 212003 ,China) Abstract : Based on t he interactive perspective of customers and enterprises ,t his paper analyzes t he key dimensions of customer knowledge ,and proposes t he f ramework to identify t he key customer knowledge source based on t hree aspect s of customer knowledge value ,t he customer’s api2 ration to share knowledge and t he enterprise’s capability to absorb customer knowledge1 The result s show t hat :customer knowledge value re2 flect s t he value taken by customer knowledge ;t he customer’s apiration to share knowledge reflect s t he level of customer’s willingness to com2 municate knowledge wit h enterprises ;t he enterprise’s capability to absorb customer knowledge reflect s t he ability to acquire ,assimilate ,t rans2 form ,exploit customer knowledge and apply it to enterprise’s decision2making1 The identification system of key customer knowledge source wit h t hree2dimensions gives consideration to customers and enterprises ,and embodies t he mechanism of willingness and justice in customer knowledge sharing. Key words : customer relationship management ; product innovation ; key customer knowledge source ; identification 强力推荐： 天柏客户关系管理系统 天柏客户关系管理系统（CRM）是一款集专业性、实用性、易用性为一体的纯B/S架构的CRM系统，它基于以客户为中心的协同管理思想和营销理念，围绕客户生命周期的整个过程，针对不同价值的客户实施以客户满意为目标的营销策略，通过企业级协同，有效的“发现、保持和留住客户”，从而达到留住客户、提高销售，实现企业利润最大化的目的。通过对客户进行7P的深入分析，即客户概况分析(Profiling)、客户忠诚度分析(Persistency)、客户利润分析(Profitability)、客户性能分析(Performance)、客户未来分析(Prospecting)、客户产品分析(Product)、客户促销分析(Promotion)以及改善与管理企业销售、营销、客户服务和支持等与客户关系有关的业务流程并提高各个环节的自动化程度，从而帮助企业达到缩短销售周期、降低销售成本、扩大销售量、增加收入与盈利、抢占更多市场份额、寻求新的市场机会和销售渠道，最终从根本上提升企业的核心竞争力，使得企业在当前激烈的竞争环境中立于不败之地。 关键词：CRM,CRM系统,CRM软件,客户关系管理,客户管理软件,客户管理系统,客户关系管理软件,客户关系管理系统