BUSINESS INFORM №7-2015

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Section: Management and Marketing
UDC 658.818:339.372.84
Tikhonchenko R. S.
Developing CRM-Strategies on the Basis of Process Approach at Retail Enterprises (p. 300 - 304)
The article is aimed at substantiation of the coherence and content of the processes that define the logic of actions in developing CRM-strategies at retail enterprises. On the basis of studying the common approaches to developing strategies as well as features of client-centered approach as a criterion for the strategic management, a structural-logic model of process approach to formation of the client-centered (CRM) strategies for retail enterprise has been elaborated. In terms of this model, the main business processes have been determined: strategic analysis by the projections of client-centered activities of retailer enterprise (client and value projections, sales channels and STEP-environment); goal-setting on the criterion of the overall strategy of enterprise development; analysis and selection of strategic alternatives by the criterion of development strategy fitting the strategic analysis results. To ensure the effectiveness of the proposed process model, inputs, information supply and outputs (results) for each process have been determined.
Keywords: customer-centered approach, CRM-strategy, retail enterprise, process approach, strategic goals
Fig.: 1. Tabl.: 1. Bibl.: 12.

Tikhonchenko Ruslan S. – Postgraduate Student, Kharkiv State University of Food Technology and Trade (333 Klochkіvska Str., Kharkіv, 61051, Ukraine)
Email: [email protected]

Article is written in Ukrainian
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Reference to this article:
Tikhonchenko, Ruslan S. (2015) “Developing CRM-Strategies on the Basis of Process Approach at Retail Enterprises.” Business Inform 7:300–304.

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