摘 要 ：商业的重心在逐渐从企业向消费者发生转移，未来的消费者将不仅是价格的接受者，而是可以深入参与到产品的研发和设计中，C2B时代正在悄然来临。C2B时代，消费者掌握了交易的主动权，企业是否做好了客户关系管理，将直接影响客户满意度和忠诚度。由于C2B模式的特殊性，传统的客户关系管理已然不能完全适用于企业。
目前关于C2B模式的研究还停留在概念和本质上，对于国外文献的检索,在 Emerald数据库中.以C2B为关键词对近年来文献题目进行检索,没有检出论文,而对摘要进行检索,仅检索出相关度不高的2篇文献,其他数据库检索到的C2B相关研究的文献,大部分也都是国内学者撰写发表在国际刊物或会议上的。针对C2B企业，从客户关系管理角度做相关研究的十分匮乏。
本研究借助已有的C2B模式概念理论上，采用案例研究和文献研究结合的方式，通过对C2B企业尚品宅配的成功营销案例分析，梳理了C2B企业应该如何从客户关系管理促进企业的发展。研究表明，C2B企业的发展需要大数据和柔性化供应链作支撑，在此基础上采用O2O模式、突出免费差异化手段、运用混合搭售和增强客户粘性的方法，加强员工管理等可以有效地促进企业的发展。
本研究在一定程度上加强了对C2B企业提高客户满意度的实践指导，C2B企业可以依据研究结论更有针对性的进行客户关系管理，提高客户粘性。
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Business center of gravity in gradually shifted from the enterprise to consumers, consumers in the future will be not only is the price of the receiver, but can be deeply involved in the product development and design, C2B era is quietly coming. In the era of C2B, consumers have grasped the initiative of the transaction, and whether the enterprise has completed the management of customer relationship will directly affect customer satisfaction and loyalty. Due to the particularity of C2B model, traditional customer relationship management is not fully applicable to enterprises.
Current research on C2B model still stays in the concept and essence, for foreign literature retrieval, the Emerald database. Based on C2B keywords to retrieve literature topic in recent years, didn't check out the papers, and to retrieve the only 2 articles were searching the correlation is not high, to the other database retrieval C2B related research literature, most are domestic academics published in international journals or conference. For C2B enterprises, there is a shortage of relevant research from the perspective of customer relationship management.
This research with the help of the existing C2B model concept in theory, with the method of case studies and literature research, shang pin home delivery of C2B enterprise successful marketing case analysis, combing the C2B how the enterprise should from customer relationship management to promote the development of enterprise. Studies have shown that C2B enterprise development needs large data and flexibility of the supply chain as support, on the basis of using O2O mode, highlight the free differentiation means, by using the method of mixed sale and enhance customer stickiness to strengthen staff management can effectively promote the development of enterprises.
This research to a certain extent, to strengthen the practice guidance of C2B enterprises improve customer satisfaction, C2B enterprises can be based on the research conclusion more targeted for customer relationship management (CRM), increase customer stickiness.
关键词：C2B电子商务模式； 客户关系管理； 客户满意度；尚品宅配
Keyword: C2B e-commerce model; Customer relationship management; Customer satisfaction; Shang pin home delivery
目 录
摘 要 C2B背景下企业客户关系管理研究:http://www.chuibin.com/guanli/lunwen_206445.html