| ABSTRACT | 第1-6页 |
| 内容摘要 | 第6-7页 |
| 目录 | 第7-11页 |
| INTRODUCTION | 第11-13页 |
| CHAPTER ONE CRM-THE BASICS | 第13-23页 |
| ·What is CRM? | 第13-16页 |
| ·What Does CRM Include? | 第16-20页 |
| ·Comparison With Customer Service | 第20-23页 |
| ·What is customer service? | 第20-21页 |
| ·Main problems in traditional customer service | 第21页 |
| ·Difference between CRM and customer service | 第21-23页 |
| CHAPTER TWO THE DEVELOPMENT OF CRM | 第23-34页 |
| ·What Drives CRM? | 第23-25页 |
| ·Reducing cost | 第23-24页 |
| ·Competition | 第24页 |
| ·Consumer expectations | 第24-25页 |
| ·Technology | 第25页 |
| ·The diminishing impact of advertising | 第25页 |
| ·Evolution Of CRM | 第25-28页 |
| ·Mass Marketing | 第26-27页 |
| ·Target Marketing | 第27页 |
| ·Customer Relationship Management (1 to 1 interaction) | 第27-28页 |
| ·CRM In The Nowadays World | 第28-30页 |
| ·America | 第28-29页 |
| ·Europe | 第29页 |
| ·Asia | 第29-30页 |
| ·What Will CRM Bring? | 第30-31页 |
| ·Future Direction and Trends | 第31-32页 |
| ·Major Vendors | 第32-34页 |
| CHAPTER THREE THE IMPLEMENTATION GUIDE | 第34-68页 |
| ·The Strategic Frame Work For CRM | 第34-47页 |
| ·Process 1: Strategy Development Process | 第34-36页 |
| ·Process 2: Value Creation Process | 第36-39页 |
| ·Process 3: The Multi-Channel Integration Process | 第39-41页 |
| ·Process 4: Information Management Process | 第41-44页 |
| ·Process 5: The Performance Assessment Process | 第44-47页 |
| ·The Blocks In Building CRM | 第47-56页 |
| ·CRM Vision | 第50-51页 |
| ·CRM Strategy | 第51-52页 |
| ·Valued Customer Experience | 第52-53页 |
| ·Organizational Collaboration | 第53页 |
| ·CRM Processes | 第53-54页 |
| ·CRM Information | 第54-55页 |
| ·CRM Technology | 第55-56页 |
| ·CRM Metrics | 第56页 |
| ·Two Reinforced Points | 第56-58页 |
| ·Customer privacy | 第56-57页 |
| ·CRM is a process rather than a set of software | 第57-58页 |
| ·Case analysis: Brother International Corporation | 第58-68页 |
| ·Business Context, Mission and Driver, Strategy, Business Case | 第58-60页 |
| ·Business Transformation | 第60-62页 |
| ·Proceeding with SAP CRM | 第62-63页 |
| ·CRM Strategy: Defining Key Performance Indicators | 第63-64页 |
| ·Implementation | 第64-65页 |
| ·Benefits | 第65-66页 |
| ·ROI (Return On Investment) | 第66-68页 |
| CHAPTER FOUR CRM IN CHINA-ISSUES AND ANALYSIS | 第68-89页 |
| ·Introduction | 第68-72页 |
| ·CRM Becomes The Fastest Growing Segment Amongst Management Software | 第68-69页 |
| ·Multi-dimensional Customer Management | 第69-70页 |
| ·CRM Manufacturers' Diverse Developments Mature | 第70页 |
| ·The Establishment Of The Middle To High End Market | 第70-71页 |
| ·Stable Growth In The Lower End Of The Market | 第71页 |
| ·The Vertical Development Of Industry Application | 第71-72页 |
| ·Established Market Application In Key Regions | 第72页 |
| ·CRM demand in China | 第72-79页 |
| ·What the study shows: | 第72-74页 |
| ·Results of Research: | 第74-79页 |
| ·Other Main Issues | 第79-82页 |
| ·Lacking the 'customer' mentality | 第79页 |
| ·Focus on internal efficiency | 第79-80页 |
| ·New customer 'land grab' | 第80页 |
| ·A billion-population market? | 第80页 |
| ·Credit system is not perfect | 第80-81页 |
| ·Internet not ready for 'prime time' | 第81页 |
| ·Western pricing methods do not fit | 第81-82页 |
| ·How can CRM develop healthily in China? | 第82-89页 |
| ·Suggestions to vendors | 第82-84页 |
| ·Suggestions to enterprises | 第84-89页 |
| CONCLUSION | 第89-90页 |
| APPENDIX A | 第90-92页 |
| APPENDIX B | 第92-94页 |
| ACKNOWLEDGEMENTS | 第94-95页 |
| REFERENCES | 第95-97页 |
