Customer Knowledge Management Of Electronic Ecommerce

The electronic commerce, which is based on the internet technologies, is changing the management mode of many industries. It compels them to locate and think about the organization framework, operation flow and management channel renewedly.Today, it will cost a company much more than ever before to develop a new customer or to keep a customer. If a company want to get the competition predominance, it must invest great in getting customers and make an instant reaction to customer' s requirements and keep good relationship with them or they can not get victory in the intense competition.Customer knowledge management system provide a flat for a company to get and analyze customers' knowledge with different means, and also present them a bran-new commerce stratagem and method. It can help the company to use its customer resources fully and develop market and operation channel. It also can improve the satisfaction degree of customer and the company' s ability to get more payoffs. As a result, the company can find a foothold somewhere and develop in the unparalleled intense competition.The paper introduced the background of CKM and expatiated the reasons and intension of development of CKM in EC. It also be compared with the related concepts, such as CRM and KM, and point out the relations and differences among them in the fist part. In the following chapter, it analyze the characteristic of customer knowledge in EC, and classify the customer. The operation principle, rules and forms of CKM are also discussed. The paper emphasize on analyzing the CKM' s content, flow and system. Then, from the stratagem and technologies view, the paper provide a frame of CKM system and introduce the main modules and technologies of it. Finally, the paper discussed the organization design, enterprise culture and prompting mechanism of CKM. And it present a case of CKM to introduce the implement of CKM and analyze the experience and revelation of CKM.