摘 要 电子商务时代的到来彻底改变了个人及企业，市场是处在不断的变化之中的，企业所在的市场环境早已从卖方市场转变为买方市场，如今企业想要获得盈利不仅仅是生产商品这么简单，企业之间的竞争使得客户可选择的范围更广，客户于是越来越看重企业提供的服务质量，也越来越在意个性化服务。客户关系管理是指企业用CRM来管理与客户之间的关系，传统的客户关系管理在信息技术的推动下演变成如今电子商务与客户关系管理的融合，相比传统的CRM而言，电子商务环境下的CRM更加灵活，它可以随时随地与客户交流，也实现了交易无纸化。电子商务与客户关系管理的融合使得企业能够保持旺盛的生命力，并帮助企业协调内部资源，更了解自己的客户并挖掘潜在客户，给他们提供个性化服务，提高客户满意度和忠诚度。
麦考林公司的“麦网”初步创立在1999年，属于B2C模式，它和麦考林的另一渠道“目录邮购”都属于直复式营销。麦网的建立是在目录邮购运行了四年之后，这时麦考林已经积累了大量的客户来源，并且拥有一支成熟的运营团队，麦网可以借鉴目录邮购运行所需要的用户数据库、 客户服务技巧、物流系统等，这对麦网来说都是极大的支持。当时的电子商务才处于初步发展中，很多客户都不能接受这种新奇的销售方式，更不敢在没有接触实物的情况下完成购买，但是麦考林自1996年创立起，已经成功走进消费者的生活中，这对它开展电子商务是非常有利的。
ABSTRACT
Ecommerce era revolutionized the individuals and enterprises, the market is are constantly changing, enterprises market environment is already from a sellers market into a buyers market, now companies want to gain profit not only is the production of goods that simple, the competition between the enterprises make the customer a wider range of options are available, the quali
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ty of service provided by the customer value and more and more enterprises, is becoming more and more care about personalized service. With CRM customer relationship management (CRM) refers to the enterprises to manage with the customer, the relationship between the traditional customer relationship management (CRM) under the impetus of the information technology into today ecommerce and customer relationship management (CRM), compared with the traditional CRM, CRM in ecommerce environment more flexible, it can communicate with customers anytime and anywhere, and realized the paperless trading. Ecommerce and customer relationship management enables the enterprise to keep exuberant vitality, and help enterprises to coordinate the internal resources, learn more about their customers and potential customers, to provide them with personalized service, improve customer satisfaction and loyalty.
MecoxLane companys "net" initially founded in 1999, belongs to the B2C mode, it another channel and mecoxlane compound (" catalogue mailorder "belong to the direct marketing. Mak network was set up in the directory for the mail order running four years later, when the source mecoxlane has accumulated a large number of customers, and has a mature team, wanted by the operation of wheat net can draw lessons from catalogue mailorder user database, customer service skills, logistics system, etc., it is great for wheat network support. Only at the preliminary developing electronic commerce, at that time many customers cant accept this new way of selling, more cant without physical contact to complete the purchase, but mecoxlane since founded in 1996, has successfully entered the consumers life, it is very beneficial for it to develop ecommerce.
Key words：Electronic commerce；Customer relationship management；Mecoxlane company
目 录
摘 要 I
ABSTRACT II
第一章 客户关系管理以及电子商务相关理论综述 1

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