英语翻译哪位达人给翻译下啊 不要用在线翻译 3333333QAn overview of CRMCRM is a hig

英语翻译
哪位达人给翻译下啊 不要用在线翻译 3333333Q
An overview of CRM
CRM is a highly fragmented environment and has come to mean different things to different people (McKie,2000).One view of CRM is the utilisation of customer related information or knowledge to deliver relevant products or services to customers (Levine,2000).While such definitions are widespread,they tend to offer a narrow insight into the goals or basic characteristics of CRM.As CRM evolves,richer definitions are emerging,with an emphasis on the goals,logistics and complex character of CRM.According to Light (2001),CRM evolved from business processes such as relationship marketing and the increased emphasis on improved customer retention through the effective management of customer relationships.Relationship marketing emphasises that customer retention affects company profitability in that it is more efficient to maintain an existing relationship with a customer than create a new one (Payne et al.,1999; Reichheld,1996).The idea of relationship marketing within CRM is fairly strong and has led others such as Newell (2000) to explore strategic methods for maintaining or improving customer retention.Another view of CRM is that it is technologically orientated.Sandoe et al.(2001) argue that advances in database technologies such as data warehousing and data mining,are crucial to the functionality and effectiveness of CRM systems.For example,Fingerhut has four million names of repeat customers,each with up to 1,000 attributes,stored in a data warehouse that can hold 4.5 trillion bytes (Davenport et al.,2001).Furthermore,Peppard (2000) suggests that technological advances in global networks,convergence and improved interactivity,are key to explaining the growth of e-business and CRM.The increasing use of digital technologies by customers,particularly the Internet,is changing what is possible and what is expected in terms of customer management (Tamminga and O’Halloran ,2000).The appropriate use,for instance,of automation technologies,such as interactive voice response systems and Web-based frequently asked question pages,could be popular with customers and highly cost effective (Petrissans,2000).Despite the appearance of two extremes,the ELMS case study will demonstrate that in reality CRM is a complex combination of business and technological factors,and thus strategies should be formulated accordingly.

客户关系管理概述
客户关系管理是一个高度分散的环境,这就意味着其存在着大量不同的事情、不同的人（麦基,2000年）.客户关系管理的一个观点就是利用相关的客户信息或相关知识的使用率,来为客户提供相关的产品或服务（里温,2000年）.当这样的定义变的普遍时,他们往往倾向于提供狭窄的见解来了解CRM的目标或基本的特征.正如CRM的发展,其间涌现出了更加丰富的定义,将CRM的目标、后勤学和复杂性作为客户关系管理的重点.根据Light（2001年）,客户关系管理业务的发展过程中,通过对客户关系的有效管理,意识到关系营销和改进客户保持的重要性.关系营销强调对客户保留率的影响,因为它是更有效地保留了客户,这比重新创建一个新的客户要容易得得多（佩恩等,1999年；赖克尔德,1996年）.关系营销的概念在客户关系管理得理念里相当重要,并且是一种能够带领其他诸如Newell（2000年）去探索维护或改进提高客户忠诚度的客户保留战略方法.而客户关系管理的另一个观点是：CRM是技术型的.Sandoe等(2001年)经过激烈争论后认为,数据库技术的大幅提高,例如数据储存、数据采集和数据挖掘,是CRM系统中十分重要的功能,并能保持客户关系管理系统的有效性.例如,芬格赫特拥有四百万名的回头客,高达1,000的每一个属性都可容纳4.5万亿字节,这些全部存储在数据仓库之中（达文波特等,2001年）.此外,佩帕德（2000年）表明,在全球网络急速发展的情况下,融合和互动技术的大幅进步,是解释电子商务和客户关系管理快速增长的关键.尤其是在互联网中,使用数字技术的客户越来越多,任何改变都是可能的,这也就是客户管理方面的预期（特姆明格和奥哈洛伦,2000年）.对自动化技术适当的使用,例如在交互式语音应答系统和基于互联网的常见问题网页中的使用,是受客户欢迎和高度有效的（Petrissans,2000年）.尽管两个极端的出现,榆树案例研究表明,在现实中的CRM是一个复杂的商业和技术因素的结合,并且应该相应地因而拟定战略.