CRM在电子商务企业品牌内涵提升中的适用性分析

Suitability Analysis in Application of the CRM System in Enhancing the E-Business Enterprises Brand Connotation

摘要: 探索CRM如何植根于电子商务市场润土中，如何利用CRM提升电子商务企业品牌内涵建设，如何加强电商企业的硬技术与软实力是具有现实意义的。本文从刚柔并蓄两个维度对客户关系管理在中国电子商务企业品牌内涵提升中的适用性做出了分析，认为实施CRM的关键之处在于电子商务企业如何对客户信息资源进行优化配置，达到提升客户信息分析挖掘能力并做出快速反应的能力，促成最终购买。从企业长远发展上看，CRM在提升客户价值、增强客户黏性、客户对企业品牌认知与偏好形成等品牌内涵方面极具战略与经济价值。

Abstract: It is of practical significance for China e-business enterprises to explore how CRM information system enhances the Enterprises Brand Connotation, hard technique and soft power. This paper analyzes the applicability in enhancing the e-commerce enterprises’ brand connotation based on two dimensions of customer relationship management (CRM), which points out crucial operation of the CRM system is optimizing the allocation of customer information resources. The aim is to promote mining capabilities ability, just- in-time response and the ultimate purchase. In the long-term development of the enterprises, CRM has a great Strategic and Economic worth in enhancing customer value, loyalty, brand awareness and customer preference formation.