基于知识管理的客户关系管理应用

基于知识管理的客户关系管理应用
摘    要
在这个市场竞争激烈、产品同质化、顾客需求日益个性化的环境下，加强对客户关系管理可以为企业取得竞争优势。然而，随着CRM系统在企业中的应用，隐藏的信息和客户知识，由于技术和观念的局限性而没有被企业挖掘出来。应用知识管理领域的知识发现技术分析、挖掘出潜在的、有价值的信息和知识，用于支持决策，从而提高客户满意度、增强客户保留、提高企业盈利能力。
本文首先介绍了知识管理和客户关系管理，并阐述了两者之间的关系，把知识管理引入客户关系管理，论述了基于KM的CRM的概念及应用体系结构；其次论述了传统CRM的现状问题；接着论述了知识发现技术和知识发现处理过程在客户关系管理方面的应用；最后，对IBM公司的CRM系统进行分析，从而将KM理论应用到其它形式管理成为可能。
关键词  知识管理；客户关系；客户关系管理
Abstract
In the environment that the market is highly competitive with the homogenization and the customer demand is increasingly personalized,strengthening the customer relationship management for enterprises can be used to obtain competitive advantages.With the CRM system uesd in the enterprise,hidden information and customer knowledge have not been excavated  because of the limitations of enterprises' technology and concepts.By the Application of knowledge in the filed of management knowledge,we can find  technical analysis and the mining potential, valuable information knowledge to support decision-making so that we can enhance customer satisfaction,customer retention and improve corporate profitability.
 Firstly introducing the knowledge management and customer relationship management,the context expounds on the relationship between them and talks about  the concept of CRM based on KM and application architecture;secondly,it talks about the question of the status of traditional CRM;thirdly,it tells that knowledge discoverys technology and knowledge discoverys process in customer relationship management application;lastly,it showed that it is possilbe to make KM theroy used to other styles'management on the analysis of IBM'CRM system.

Key words：Knowledgement Management    Customer Relationship     Customer Relationship Management

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