中文摘要：

针对客户关系管理实践失败的原因：未清晰的理解客户关系管理战略及鉴别出支持战略的关键流程、资源、技术和能力，论文运用平衡记分卡这一结构性方法来描述客户关系管理战略，指出用平衡记分卡描述客户关系管理战略的优点，建立一个基于平衡记分卡的客户关系管理战略描述模型，并指出研究的意义和实施CRM战略的应遵循的几个原则。

英文摘要：

Aimed at the failure occuring in the customer relationship management （ CRM）, such as the inexplicit strategy definition and the misidentification of key processes, resources, competences and technologies aligned with the CRM strategy, the balanced scorecard （BSC） is used as a new tool to describe the CRM strategy. The BSC is one of the most suitable tools to define the CRM strategy, and the model for defining the strategy based on the BSC is established. The meaning of the research is described and several principles should be paid attention to when the enterprises imply the CRM strategy.