The novel of theory and the value of practice are that they make a breakthrough of limitation of the formal study angle of customer relations . they inquire into the communication of customer relations management by putting it aside public relations category from the macro and micro angles of public relations , which expands the fields of public relations and customer relations , therefore , they will widen the view of customer relations management study , and they will strengthen the practice of customer relations management , especially the efficiency of practice communication 本研究的理论创新与实践价值在于突破了客户关系管理原有的学科研究维度的局限，从公共关系角度出发，将客户关系置于公共关系的范畴之内，从宏观与微观的角度系统探讨了客户公众关系的沟通问题，扩展了公共关系的研究领域，拓宽了客户关系管理研究的视野，增强了客户关系管理的实践，特别是沟通实践的有效性。
At last , the article systematic analyzes the methods of how to enforce customer relations , interprets the major meaning , concrete use of the methods of how to define object , the methods of how to design information , the methods of how to select communication channel , which provides basis of practice use for the communication of customer relations 最后，本研究系统论证了实施客户公众关系沟通的策略，阐述了目标确定策略、信息设计策略、沟通渠道选择策略的主要含义、具体运用等问题，为客户公众关系沟通的实际运用提供了依据。
It reveals that crm in the field of public relations is a kind of relations management and its nature is actually communication between corporate and customer public from the mind of communication , the aim of communication , the content of communication , the category of communication and the support system and etc . it puts forward that crm actually realizes the aim to strengthen the procession of customer , the maintenance of customer , the customer loyalty , and the customer profits 本研究运用文献法回顾了有关沟通理论，从沟通的理念、目的、内容与层次、支持系统等方面揭示了公共关系视野中的客户关系管理就是企业与客户公众的关系管理，其实质就是沟通。提出了客户公众关系管理正是通过有意义的双向沟通，理解并影响客户行为，最终实现提高客户获得、客户保留、客户忠诚和客户创利的目的。
It also puts forward the ways to understand and affect the act of customer by meaningful intercommunication . in order to reveal how to enforce the communication of crm , the article puts forward the principle procedures of communication , which is communicate - affect - purchase , and systematic analyzes two principle communication models of from inner to external and from external to inner in the course of customer relations , and concretely analyzes the integrated principal and mutual principal in the course of enforcing the communication of customer relations , which puts out the communication procedures of customer relations furthermore 为了更进一步揭示如何实施客户公众关系的沟通，本研究提出了沟通的基本过程，即“沟通? ?影响? ?购买” ，系统分析了在客户公众关系的沟通过程中的“由内向外”和“由外向内”的两种基本模式，阐明了实施客户公众关系的沟通的整合原则与互动原则，为进一步实施客户公众关系的沟通指出了行动的步骤。
