Customer Relations Knowledge Management Study

The attention of enterprise began to turn outwardly to market because of the more vigorous market competitions. According to this point, customer resources were becoming important resources of the enterprise. With emergence of knowledge management theories, an all-new cognition of customer resources was gained. Customer knowledge was a kind of essential capital and core elements to be used in expending and innovation.The all-new cognition was primarily composed of several innovational concepts. First, by analyzing the relativity between customer relationship and enterprise capital of knowledge, a new view was given that customer relation knowledge should be regarded as a kind of enterprise resources-customer capital. Second, customer relation knowledge derived from interaction in the process of the exchange between enterprises and customers was a basic part of enterprise knowledge capital and would be benefit to both sides in the exchange. Finally, customer knowledge was applied in more fields and to every part of the whole value chain of the enterprise. It was due to the new concept-capitalization of customer knowledge.This thesis which consist of five parts was exactly based on above standpoints. The lasted theories and experiences of Knowledge Management, ERP(Enterprise Resources Planning), CRM(Customer Relationship Management) and SCM(Supply Chain Management) were used to try to find out a more efficient method for customer knowledge management. In the first part, the background of customer knowledge management and international and national status of research was introduced. In the second part, knowledge management theories were used to discuss what are customer capital and its character, functional mechanism in the customer value delivering system, a new value delivering model was given. And then, the increase in customer value was studied by using the new conception - the value chain of customer relationship. Moreover, the increase in customer value and management of customer capital and knowledge management were unified. In the third part, the method of customer capital management was discussed for the strategy-making process of customer knowledge management and basic structure of customer capital management and its running model was given. In the forth part, the changes of human resource and organization's construction and business' culture those caused by introduction of the customer capital management in enterprise and requirement in management were discussed. In the fifth part, a case of KRM(Knowledge Resource Management) of Zheng-Tai Group was analyzed, on which its infomationalizing process was focused by using the views of KRM.