发布时间 : 星期五 文章2011电商毕业论文更新完毕开始阅读735e7af6ba0d4a7302763ab7
华中科技大学文华学院
毕业设计（论文）
基于电子商务环境下的B2B网站中的客户关
系管理研究
学 生 姓 名： 刘美华 学号：050402021115 学 部 （系）： 经济管理学部商务系 专 业 班 级： 电子商务2班 指 导 教 师： 孙 跃 职称或学位： 讲师
2009 年 5 月 5 日
目 录
摘 要 ··········································································································· II 关键词 ··········································································································· II ABSTRACT ·································································································· III KEY WORDS ······························································································· III 前 言 ············································································································ IV 一、论文研究目的及意义 ················································································ 1 （一）论文研究的背景 ················································································· 1 （二）论文研究的目的 ················································································· 1 （三）论文研究的意义 ················································································· 1 （四）研究的内容与方法 ············································································· 2 二、基于电子商务环境下的客户关系管理现状 ············································· 3 （一）电子商务的现状 ················································································· 3 （二）客户关系管理现状 ············································································· 6 （三）基于电子商务的客户关系管理概念的提出与发展 ··························· 8 三、CRM 在电子商务环境下应用可能出现的问题 ······································· 10 （一）CRM 在国内企业的应用 ································································· 10 （二）CRM 在电子商务环境下应用可能出现的问题 ······························ 11 四、国内外案例应用分析 ·············································································· 13 （一）关于环球资源 ··················································································· 13 （二）关于阿里巴巴 ··················································································· 16 五、电子商务环境下客户关系管理的发展趋势 ··········································· 21 （一）电子商务环境下客户关系管理的发展趋势和存在问题 ················· 21 （二）针对CRM 应用问题的对策 ···························································· 22 结束语 ·········································································································· 24 参考文献 ······································································································ 25 致 谢 ·········································································································· 26
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基于电子商务环境下的B2B网站中的客户关系管理研究
摘 要
近几年来，我国的电子商务飞速发展，取得了长足的进步，其中B2B电子商务市场占中国整个电子商务市场的98%左右，据初步计算到2007年B2B电子商务市场规模已达到16867亿。在中国，目前阿里巴巴被认为是最好的综合类B2B服务提供商，其在内贸与外贸方面都有很不错的表现。而在国外的电子商务市场中，环球资源是一家具有30多年历史领先业界多年在国外影响较大的B2B网站。
首先，本文重点研究基于电子商务环境下的B2B类网站中的客户关系管理(CRM),旨在通过电子商务这一特定环境，赋予客户关系管理以新的时代意义。
其次，文章简单地介绍了CRM的系统和概念，在电子商务环境下，建立和维持客户关系是取得竞争优势的最重要的基础之一，是网络化经济和电子商务对传统商业模式变革的直接结果。目前客户关系管理正在更快发展，而CRM的价值也在于企业为客户创造价值和客户为企业创造价值。
最后，本文将通过对国内外B2B电子商务网站的特点，对业务模式进行分析总结，研究电子商务网站在客户获得和客户维系方面各自的特点和侧重。
关键词：电子商务；B2B网站；客户关系管理（CRM）
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Based on the circumstances of B2B e-commerce website,
customer relationship management research
Abstract
In recent years, the rapid development of China's e-commerce has made considerable progress, one of B2B e-commerce throughout the Chinese market accounted for 98% of the market. Around 2007 B2B e-commerce market will reach 1.6867 trillion. At present Aliabad are currently thought to be the best integrated B2B service providers, and it in the domestic trade and foreign trade has a good performance. Abroad, the proportion of e-commerce market size of global resources are industry-leading multi-channel B2B media company, with more than 30 years of history, to foreign trade good.
Firstly in the dissertation, B2B e-commerce environment in the category of Web site customer relationship management (CRM), aimed at the adoption of this particular e-commerce customer relationship management environment given new meaning of time.
Secondly it briefly in the dissertation introduces the concept of CRM systems and shows that in e-commerce environment, to establish and maintain customer relationships for competitive advantage are the most important things of the foundations, which are network-based economy and it is a direct result that e-commerce changes the traditional business model. Although CRM is only a subset of e-commerce, it puts customers on the core position. In e-commerce environment, CRM is the real significance of customer-centric, providing personalized service. At present, the customer relationship management is development faster, while the value of CRM consists that the companies create values for customers and at the same time the customers create values for enterprise.
Lastly, through the characteristics of B2B e-commerce website, this dissertation will analysis the business model and get the summary of it, meanwhile in the dissertation it also investigates the e-commerce site acquisition and the maintain of customer for their respective characteristics and focusing.
Key words: E-commerce；B2B website；Customer relation management
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