在电子商务环境下的动态客户关系管理策略外文翻译.doc

毕业论文（设计）外文翻译
标题：Dynamic Customer-Relationship Management Model in Electronic Commerce Environment
原文：
Abstract: With the development of information technology, Electronic Commerce is changing the way of management in enterprise, lifestyle of family and people. Under Electronic Commerce, market-management, sale-management and customer-relationship of enterprise are substantially different from those of traditional commerce. This has created a significant challenge to enterprise management. The marketing strategies of Electronic Commerce （e-commerce）have really changed. The Customer-Relationship Management Model established under e-commerce can help enterprises to reduce costs, enhance partners’ cooperation, attain the desired customer value, and promote enterprise competition. Therefore, we regard Relationship Management as the greatest change that requires a fresh approach through a new model. The paper analyzes the relation between customer-relationship management in traditional circumstances and that in e-commerce environment, and expatiates on characteristic of customer-relationship management under e-commerce. On the basis of the analyses, the paper studies the model of Dynamic Customer-Relationship Management before sale, during sale and after sale in the enterprise.
Keywords: Dynamic customer-relationship management; enterprise competition; E-commerce; model; business-to-customer.
1 Introduction
Customer Relationship Management (CRM) has become a focus of marketing academic circles and corporation community. Around the world, research on CRM originated from “Contact Management” in the earlier 1980s. Until the earlier 1990s, researchers have become aware of “Customer Care” based on the telephone service center and supporting material analysis. Afterwards, researchers have focused on customer-maintaining whose purpose is to manage Customer Relationship effectively. With standardizing of application of CRM in the domestic enterprises, domestic researchers have come to focus on CRM, some higher level research achievements have emerged continuously, but these research achievements are related to customer relationship based on Business-to-Business (B2B) which centers on identifying of enterprise-customer and its maintaining, not focuses on the customer relationship based on Business-to-Customer (B2B) which is the relationship between business and other customers, for example, employees, shareholders, ultimate customers, other cooperation partners, especially ultimate customers. One-to-one marketing based on the mode of B2B has presented a good application prospect in a walk of life. For example, “common customer flight plan” in aviation industry and “golden card project plan” in a health club are all tactics of customer relationship management made in the light of ultimate customers, whose purpose is to maintain stable long-term relation with the customers to attain “bilateral win” or “multilateral win”. As to research methods, most of research achievements on CRM are quantitative and static, less pointing out clearly how to make marketing decision and how to implement customer relationship strategy. The reason is that the profit resulted from these research achievements is insufficient for making up for the huge cost of collecting and conserving database. There is lack of the research on customer-relationship management based on quantitative and static conditions under the
Mode of B2C. Customer Relationship Management can’t work without all kind of knowledge about employees, customers and cooperative partner. Therefore, it is very important to research dynamic customer-relationship management based on knowledge management under the mode of B2C. On the basis of analyzing characteristic of trading between enterprise and ultimate customers under the mode of B2C, the paper addresses the mode of dynamic customer-relationship management based on knowledge management, and points out the guiding meaning about the enterprise CRM practice and the future research direction.
2 General Issues and Concepts.
Relationship Marketing and Customer-relationship Management
Most relationship marketing definitions stress the need to develop long-term relationships with customers and sometimes other stakeholders (Galantines, 1994; Gringos, 2000). Jackson published an insightful book and an article on business-to-business marketing (B2B) in 1985 (Jackson, 1985) where she defined relationship marketing by contrasting it with transaction marketing. From her comprehensive study she drew a general conclusion that building long-term relationships through relationship marketing should sometimes be the preferred strategy for the industrial seller, but sometimes transaction marketing, the one-shot deal with a short-term perspective should be preferred. She argued that it all depends on the situation. Et al. (1997) identified four types of marketing in their research. One is transaction marketing, but the others have a relational content: database marketing (information exchange with the help of IT); interaction marketing (face-to-face or ear-to-ear interaction); and network marketing, as essentially (but not solely) a B2B phenomenon where networks of relationships are built with a large number of stakeholders.
CRM is the values and strategies of relationship marketing - with particular emphasis on customer relationships - turning into practical application. The implementation steps used in one-to-one marketing summarize well what is needed to practice relationship marketing: identify individual customers and establish how to reach them; differentiate the customers with regard to values and needs; interact with the customers efficiently and effectively; customize your offerings; and, finally, in the process of doing this, build learning relationships with your customers through dialogue (Peppers and Rogers, 1999; First, 2000; Newell, 2000).
3 Characteristics of Customer Relationship Management under Electronic Commerce
3.1 Similarity between Electronic Commerce and Traditional Business
3.1.1 Identified Purpose
Despite customer relationship management under electronic commerce is superior to that in traditional business, the identified purpose of electronic commerce and traditional business is how to satisfy customers' demand and desire, just customer relationship management under electronic commerce is easy to realize the purpose with the help of network information technology.
3.1.2 Identical effect
The purpose of implementing customer relationship management is to grasp and satisfy certain customers demand and desire, establish service concept which is centering on customers, and make enterprise establish an unassailable position in severe market competition.
3.2 Characteristics of Customer Relationship Management under Electronic Commerce
3.2.1 Adaptability
In comparison with customer relationship management under traditional business circumstances, customer-relationship management in electronic commerce has mighty advantage about its adaptability, which includes two aspects, i.e., time adaptability and space adaptability. Having made full use of network information technology, enterprise should realize the service mode of 365×24; time and space would impede trading among regions in the world no longer. Much trading has being proceeded among regions, enterprises, and countries at any time. Because the emerging business manner is very convenient for customers, the degree of satisfaction of customers will be improved with the development of commerce manner.
3.2.2 Automaticity
Compared to customer-relationship management under traditional business environment, customer-relationship management in electronic commerce could make full use of advanced information technology. Supported under network information technology, enterprise could realize paperless customer-relationship management authentically. In traditional customer-relationship management, we frequently request customers to fill in questionnaires about a base data sheet and commodity quality feedback, but the firsthand information-papered materials need to be put in order, copied with, and analyzed by man-manner, this results in mistakes and low efficiency. In electronic commerce environment, all statistic data are input into a database directly, technology is shared, statistic data are exchanged, with the computer calculating and handling ability, we are very easy to deal with and analyze these statistic data.
3.2.3 Interaction characteristic
Customer-relationship management in electronic commerce environment could carry out real time and two-way dialogue communication mode. Because internet has possessed quite interaction characteristic and guidance, under system guidance, customers often chose their production and service and put up their request through the internet, enterprises come to produce and provide service timely according to customer's choice and request. All these could realize real time and two-way dialogue with customers. Enterprise will provide more content services for customers.
4 DCRM under the Mode of the B2C
4.1 Characteristic of Trading Between Corporation and Consumer
Trading process between corporation and customer is considered as continuous interactive process. In the every period, enterprise decides to adopt certain marketing constituting tactics, for example price and communication tactics, customers decide if he or she will participate in the enterprise marketing constituting tactic in the light of customer purchasing commodities. So, thetrading process between enterprise and customers has become stochastic game process. The consumer's decision influences the enterprise marketing, and illustrates transformation from one state to another state. From a view of corporation, customer's decision is ransom variable, under the hypothesis which purchasing decision is only a function of customer and corporation tactic, customers state sequence has formed the Markov chains. Because enterprise have ability to control the evolution of the Markov chains by choice controlling variable, customer relationship management under the mode of B2C is considered as Markov decision process.
4.2 DCRM Implication under the Mode of the B2C
The“Dynamic”in Dynamic Customer-Relationship Management includes three layer significance, i.e., first, from marketing management, dynamic customer-relationship management system should focus on the marketing tactic influence on customer net asset value. This could heighten expecting returns, reduce marketing cost; secondly, from quantitative analysis, dynamic customer-relationship management system should care about not only present benefits and also future benefits when enterprise makes a decision. Thirdly, dynamic customer-relationship management system should follow with interest in customer and enterprise benefits, not one side benefits. So, dynamic customer relationship management under the mode of B2C is a method which is how to analyze customer behavior quantitatively on the basis of “multilateral win”.
5 DCRM Model in Electronic Commerce Environment
5.1 DCRM before Sale
5.1.1 Establish customer's files
The purpose of establishing customer's files is to grasp customer's specific characteristic information including sex, age, profession and interest to understand customer consuming tendency. In electronic commerce environment, enterprise could make full use of establishing
Customer files through sharing network statistic database resources. Under network environment, customer input his essential datum in database, which will be reserved in enterprise all the time. Every section of enterprise shares the resources.
5.1.2 Renew customer's files
Renewing customer's files means renewing customer's specific characteristic information in time in the light of time and variation after enterprise establishes files for customers. The computer system can renew basic data of natural change automatically. For example, the data that is about customer age, while entering a new annual, customer age will automatically add one year of customer relationship management in electronic commerce environment; if using all manners of communication in basic data, it is unable to keep track of the customer, this record will become invalid and computer system will automatically delete this record.
5.2 DCRM during Sale
5.2.1 Participate in service
Participating in service indicates that customer take part in product designing in order to acquire Individuality product which satisfies customers. Under electronic commerce, people have their individuality about demand for productions. product market is named as face-to-face market. Based on providing product common model by corporation, customer puts up his or her requests. Corporation produces products in the light of customers' demand; this could enhance customer's degree of satisfaction and save designing cost. For example, Dell sells personal computer under the model of B-to-C, customer could pick out personal computer on the enterprise website, and producing department organizes product production according to customer request. Dell sales volume of 1996 is 71% more than that of 1995 by using the model of the B-to-C.
5.2.2 Infer other Demand of Customer
Inferring other demand of customer indicates that enterprise could speculate other demand of customer by analyzing customer purchasing behavior to improve the sale volume of product and heighten customer content. For example, when a twenty-six years old woman buys a baby bottle, we are easy to think of that the woman has a lovely baby; we can infer that the woman could buy baby food, baby costume, baby toy and so on. When the customer touches a sort of baby bottle, system will show automatically all sorts of baby commodities. If a customer buys one portable computer, we can infer that this customer belongs to high-grade customers, and speculate that superior quality products such as digital camera and family cinema belong to a scope of customer's purchasing. So when customer touches on the portable computer, system will show automatically digital camera and family cinema and so on. The manner of “Inferring” could advertise for enterprise product.
5.3 DCRM after Sale
5.3.1 Track Service
Tracking service indicates that the enterprise provides service for all customers after sale at any Time. Under electronic commerce, the enterprise should provide lifelong service for customer after sale through establishing customer files and utilizing the advantage of network. The high quality service will forever be a good way of creating and maintaining customer. In the keen competition of market, service for customer is no longer a sort of passive reaction when customer puts up a certain request, the enterprise should regard customer as “God”.
5.3.2 Customer self-service
Customer self-service indicates