摘 要
随着数字技术的快速发展，企业数字化转型已成为提升竞争力的关键路径，其中客户关系管理的变革尤为突出。本研究旨在探讨数字化转型背景下企业客户关系管理的变革路径及其影响机制，以期为企业的数字化实践提供理论指导和实践参考。研究采用多案例研究方法，选取了来自不同行业的五家典型企业进行深入分析，结合文献研究和专家访谈，构建了数字化转型与客户关系管理变革的理论框架。研究发现，数字化转型通过数据驱动、智能化和全渠道整合三大核心机制重塑了传统客户关系管理模式，显著提升了客户洞察力、交互效率和个性化服务水平。同时，研究揭示了企业在转型过程中面临的组织结构、技术能力和文化适应性等挑战，并提出了相应的应对策略。
关键词：数字化转型 客户关系管理 数据驱动
Abstract
With the rapid development of digital technology, the digital transformation of enterprises has become a key path to enhance their competitiveness, among which the reform of customer relationship management is particularly prominent. The purpose of this study is to explore the reform path and influence mechanism of enterprise CRM under the background of digital transformation, in order to provide theoretical guidance and practical reference for the digital practice of enterprises. The research adopts the multi-case study method, selected five typical enterprises from different industries for in-depth analysis, combined with the literature research and expert interviews, and constructed the theoretical fr amework of digital transformation and customer relationship management change. The study found that the digital transformation has reshaped the traditional customer relationship management model through the three core mechanisms of data-driven, intelligent and omni-channel integration, and significantly improved customer insight, interactive efficiency and personalized service level. At the same time, the research reveals the challenges of organizational structure, technical ability and cultural adaptability faced by enterprises in the process of transformation, and puts forward corresponding coping strategies.
Keyword: Digital transformation customer relationship management data driven
目 录
1绪论 1
1.1研究背景与意义 1
1.2研究现状 1
1.3研究方法与思路 2
2数字化转型对客户关系管理的影响机制 2
2.1数字技术驱动的客户关系变革 2
2.2数据赋能下的客户洞察创新 3
2.3全渠道融合的客户体验重构 3
3企业数字化转型中的客户关系管理实践路径 4
3.1基于大数据的精准营销策略 4
3.2智能化客户服务体系建设 4
3.3数字化会员运营模式创新 5
4数字化转型下客户关系管理的挑战与对策 6
4.1数据安全与隐私保护问题 6
4.2组织能力与文化转型困境 6
4.3数字化人才队伍建设策略 7
5结论 7
参考文献 9
致谢 10
随着数字技术的快速发展，企业数字化转型已成为提升竞争力的关键路径，其中客户关系管理的变革尤为突出。本研究旨在探讨数字化转型背景下企业客户关系管理的变革路径及其影响机制，以期为企业的数字化实践提供理论指导和实践参考。研究采用多案例研究方法，选取了来自不同行业的五家典型企业进行深入分析，结合文献研究和专家访谈，构建了数字化转型与客户关系管理变革的理论框架。研究发现，数字化转型通过数据驱动、智能化和全渠道整合三大核心机制重塑了传统客户关系管理模式，显著提升了客户洞察力、交互效率和个性化服务水平。同时，研究揭示了企业在转型过程中面临的组织结构、技术能力和文化适应性等挑战，并提出了相应的应对策略。
关键词：数字化转型 客户关系管理 数据驱动
Abstract
With the rapid development of digital technology, the digital transformation of enterprises has become a key path to enhance their competitiveness, among which the reform of customer relationship management is particularly prominent. The purpose of this study is to explore the reform path and influence mechanism of enterprise CRM under the background of digital transformation, in order to provide theoretical guidance and practical reference for the digital practice of enterprises. The research adopts the multi-case study method, selected five typical enterprises from different industries for in-depth analysis, combined with the literature research and expert interviews, and constructed the theoretical fr amework of digital transformation and customer relationship management change. The study found that the digital transformation has reshaped the traditional customer relationship management model through the three core mechanisms of data-driven, intelligent and omni-channel integration, and significantly improved customer insight, interactive efficiency and personalized service level. At the same time, the research reveals the challenges of organizational structure, technical ability and cultural adaptability faced by enterprises in the process of transformation, and puts forward corresponding coping strategies.
Keyword: Digital transformation customer relationship management data driven
目 录
1绪论 1
1.1研究背景与意义 1
1.2研究现状 1
1.3研究方法与思路 2
2数字化转型对客户关系管理的影响机制 2
2.1数字技术驱动的客户关系变革 2
2.2数据赋能下的客户洞察创新 3
2.3全渠道融合的客户体验重构 3
3企业数字化转型中的客户关系管理实践路径 4
3.1基于大数据的精准营销策略 4
3.2智能化客户服务体系建设 4
3.3数字化会员运营模式创新 5
4数字化转型下客户关系管理的挑战与对策 6
4.1数据安全与隐私保护问题 6
4.2组织能力与文化转型困境 6
4.3数字化人才队伍建设策略 7
5结论 7
参考文献 9
致谢 10
