从CRM到客户并购:客户创新源管理发展趋势

摘要

In the time of mass customization production firms' product improvement need the participation of customers.Customer management as an innovation sources has experienced four ways of customer relationship management, customer participation, customer integration and lead user integration in which the intensity of customers and business cooperation on product innovation is from weak to strong. The trend is the merger and acquisition by which external customers knowledge can be transformed into internal knowledge and uncertainty, and development cost can be reduced. Customer merger and Acquisition is suit for large enterprises whose products are based on the platform and modularized complexity products.%在现代大规模定制的生产方式中,企业产品线的改进需要客户的参与.对客户作为创新源进行管理经历了4种方式:客户关系管理、客户参与、客户集成和领先用户集成,它们在客户与企业合作进行产品创新的强度上由弱到强.未来客户创新源管理的发展趋势是客户并购,将外部客户知识转化为内部知识.通过客户并购可以降低与客户进行合作带来的不确定性和开发成本.客户并购适合于那些基于产品平台生产模块化的复杂产品的大企业.