CRM系統：CRM 環境下面向產品創新的關鍵客戶知識源識別研究

因此,可以構建如圖2 所示的關鍵客戶知識源 識別體系。 圖2 　關鍵客戶知識源識別體系 4 　結論 識別關鍵客戶知識源是企業獲取客戶知識的前 提,只有識別出關鍵的客戶知識源,企業才能把有限 的資源投向關鍵的客戶,以獲取最大化的商業價值。 本文基于企業和客戶的交互視角,提出應從客戶知 識價值、客戶的知識交流意愿和企業的客戶知識吸 收能力3 個維度識別關鍵客戶知識源。 客戶知識價值主要采用客戶全生命周期價值進 行測量。客戶的知識交流意愿反映了客戶與企業溝 通、交流信息和知識的愿望的強弱。由于客戶處于 企業邊界之外,因此企業不能強制客戶參與其知識 管理活動之中,只有通過創造客戶認同的企業文化 和建立有效的激勵機制來提高客戶的知識交流意 愿。客戶的知識交流意愿主要可運用客戶的主動聯 系頻率、客戶被動聯系的接受率、收益感知度、客戶 對企業的信任度等進行測量。企業的客戶知識吸收 能力就是企業獲取、消化、轉化和開發客戶知識,并 把客戶知識運用于企業決策的能力。企業的客戶知 識吸收能力主要從外部知識源的多樣性、企業的先 驗知識結構、員工獲取客戶知識的動機和IT 系統 水平等方面進行測量。 本文所建立的關鍵客戶知識源識別體系兼顧了 企業和客戶雙方視角,體現了客戶知識共享的自愿、 公平機制,為企業進行有效的客戶關系管理決策提 供了理論依據。 參考文獻 [ 1 ] 　PRAHALAD C K,RAMASWAMY V1Co2opting custom2 er competence[J ] . Harvard Business Review ,2000 ,78 (1/ 2) :79287. [2 ] 　VON HIPPEL E1 技術創新源泉[M] . 柳卸林,譯1 北京: 科學技術文獻出版社,1997 :75277. [ 3 ] 　高忠義,王永貴1 用戶創新及其管理研究現狀與展望[J ] . 外國經濟與管理,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 強力推薦： 天柏客戶關系管理系統 天柏客戶關系管理系統（CRM）是一款集專業性、實用性、易用性為一體的純B/S架構的CRM系統，它基于以客戶為中心的協同管理思想和營銷理念，圍繞客戶生命周期的整個過程，針對不同價值的客戶實施以客戶滿意為目標的營銷策略，通過企業級協同，有效的“發現、保持和留住客戶”，從而達到留住客戶、提高銷售，實現企業利潤最大化的目的。通過對客戶進行7P的深入分析，即客戶概況分析(Profiling)、客戶忠誠度分析(Persistency)、客戶利潤分析(Profitability)、客戶性能分析(Performance)、客戶未來分析(Prospecting)、客戶產品分析(Product)、客戶促銷分析(Promotion)以及改善與管理企業銷售、營銷、客戶服務和支持等與客戶關系有關的業務流程并提高各個環節的自動化程度，從而幫助企業達到縮短銷售周期、降低銷售成本、擴大銷售量、增加收入與盈利、搶占更多市場份額、尋求新的市場機會和銷售渠道，最終從根本上提升企業的核心競爭力，使得企業在當前激烈的競爭環境中立于不敗之地。 關鍵詞：CRM,CRM系統,CRM軟件,客戶關系管理,客戶管理軟件,客戶管理系統,客戶關系管理軟件,客戶關系管理系統