Study on Application of CRM Strategy in Manufacturing Industries Based on BSC

机译：基于平衡计分卡的CRM策略在制造业中的应用研究

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Customer relationship management (CRM) is a business strategy, aims at acquiring new customers and retaining current customers to gain competitive advantages. Many CRM projects failed in practice because that enterprise didn’t translate the CRM strategy explicitly, align the technology and competence investment with CRM strategy and execute it effectively. Our research aims at to establish the CRM strategy model explicitly based on the principle of balanced scorecard (BSC), which is a performance evaluation tool at beginning and then transforms to a strategy execution system. The CRM strategy model involves four perspectives: relationship value, customer value, customer interactive and customer knowledge.We illustrate the model through the case study of executing CRM Strategy in Xuzhou Construction Machinery Group Co.,Ltd, the largest manufacturing industry in China, to testify its feasibility and validity.

机译：客户关系管理（CRM）是一项业务战略，旨在吸引新客户并留住现有客户以获得竞争优势。许多CRM项目在实践中失败了，因为企业没有明确转换CRM战略，使技术和能力投资与CRM战略保持一致，并没有有效执行。我们的研究旨在基于平衡计分卡（BSC）的原理显式建立CRM战略模型，该模型最初是一种绩效评估工具，然后转变为战略执行系统。 CRM战略模型涉及关系价值，客户价值，客户互动性和客户知识四个方面。我们通过在中国最大的制造业徐州工程机械集团有限公司执行CRM战略的案例研究来说明该模型。证明其可行性和有效性。

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来源
《The Seventh Wuhan International Conference on E-Business: Unlocking the Full Potential of Global Technology》|2008年|1562-1569|共8页
会议地点 Wuhan(CN)
作者
WANG Yani;
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作者单位

Qingliang Meng@School of Management and Economics,Jiangsu University of Science and Technology,Zhenjiang 212003,China--Xiaojun Chen@School of Humanities and Social Science,Jiangsu University,Zhenjiang 212013,China--Nongji Zou@School of Management and Economics,Jiangsu University of Science and Technology,Zhenjiang 212003,China--Hongmei Xu@School of Management,Jiangsu University,Zhenjiang 212003,China--;

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会议组织
原文格式 PDF
正文语种 eng
中图分类贸易经济;计算技术、计算机技术;
关键词
Customer relationship management; Balanced scorecard; Customer value; Strategy model;

机译：客户关系管理;平衡计分卡;客户价值;策略模型;

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机译：通过投资开发CRM计划和BSC矩阵建筑业中小企业创新战略

Study on Application of CRM Strategy in Manufacturing Industries Based on BSC

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