电子商务环境下的客户关系保持

从20世纪90年代中期开始，Internet技术应用迅猛发展，市场不断成熟，世界经济进入了电子商务时代——以信息化为核心技术，以电子为主要媒介的商务平台，全球化市场竞争和企业管理模式发生了深刻变化。
在电子商务环境下，企业的市场管理、销售管理、客户管理等都将产生很大的变化。现代市场产品同质化的趋势越来越明显，产品和服务的差异越来越小，通过产品差别来细分市场从而创造企业的竞争力变得越来越困难。企业、供应商、分销商及客户连成一片的价值链已成为企业之间竞争的核心。
企业要保持与发展自己的竞争优势都必须尽可能的提高客户的满意度，建立客户对产品的信赖、对企业的忠诚。只有赢得客户才能实现企业的盈利。因此，在电子商务环境下，企业对客户关系管理的策略显得更加重要。

关键词：电子商务、客户关系、客户保持、营销
ABSTRACT
Since mid 90’s in 20 century, Internet Technology and Information Technology have developed very speedy. The market has becoming more and more mature. The world economy has come to Electronic Commerce (EC) age—using information as core technique, and taking electronics as the business terrace of main medium, competition of globalization and the management style of business enterprise have changed deeply.
The management of marketing, sale and customer in enterprise will be different in EC environment or not. Nowadays, the products are more and more the same in quality. The difference in quality is less and less. According to the quality of products, we are difficult to tell the difference about the markets. The enterprise, the provider, the seller and the customer are the hardcore of competition between the enterprises.
Whatever business trends go, the enterprise must enhance customers' satisfaction to the products and establish customers' loyalty to the enterprise as well as possible in order to retain and promote its competitive advantages. The enterprise will win the market to make profit only by winning the customers. Therefore, the strategy of customer relationship management (CRM) is more important in the environment of EC.

Key  words: Electronic Commerce, Customer Relationship, Customer keeping, Marketing.

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