Customer Relationship Management in the Era of Electronic Commerce

摘要

Electronic Commerce (e-Commerce), coined by Kalakota and Whinston,continues to be a significant, pervasive issue for both enterprises and customers. In the era of e-Commerce, worldwide enterprises face tremendous challenges from the changes of operational patterns and management modes. The focus that enterprises are concerned with the most has been shifted from improving internal operations to paying more attention to customers. How to grasp customers' needs and respond to them quickly, that is, how to attract and retain customers becomes the focus of competition among enterprises. In this situation, Customer Relationship Management (CRM) occurred and developed quickly as a new concept and mechanism.