关键词: 客户关系管理, 价值链, 信息技术

Abstract: Abstract： With the transformation of corporate business model from being product-focus to customer-focus, the importance of Customer Relationship Management(CRM) is revealed increasingly. In the daily practice, varied cognitions of the connotation and essence of CRM are caused a result of immense differences in its application effects. From the standpoint of value creation, the concept of CRM is analyzed and probed into based on three levels which are concept, system, and technology level. By taking the insurance corporation as an example, the value creation mechanism of CRM is discussed from four respects as per the corporate value chain, namely insurance product research and development, marketing, claim settling and management, and insurance investment. Lastly, centering on the value creation and taking the internal conditions and external environment of a corporation as a whole, the basic framework and strategies are provided to implement and promote CRM system based value creation from three aspects, including corporate strategy, organizational structure and business process, and technology architecture.

Key words: CRM, value chain, information technology