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论文编号：	10991
作者编号：	2120163125
上传时间：	2019/6/17 6:59:37
中文题目：	S公司工业自动化控制类产品中国市场客户关系管理研究
英文题目：	Research on Customer Relationship Management of S Company''s Industrial Products in China Market
指导老师：	杜建刚
中文关键字：	客户关系管理；客户价值；客户生命周期；平衡计分卡；营销策略
英文关键字：	Customer relationship management, Customer demand, Industry target customers, Siemens, Intelligent manufacturing
中文摘要：	2014年，德国开始大力推行“工业4.0”后，中国政府提出来“中国制造”国家工业规划纲要。国际日趋激烈的竞争形势使得工业制造产业升级在近年来受到高度关注。未来工业自动化控制类产品要通过数字化工厂和智能制造一体化解决方案建立高度灵活的生产，并为每一位客户提供个性化的服务。在这个过程中，如何抓住新的历史机遇，如何在中国供给侧改革和产业结构升级的历史潮流中占领市场，是S公司在内的外资企业迫切需要解决的问题。S公司作为外资品牌，想要在中国市场占有一席之地，不仅技术上需要有优势，而且需要加强客户关系管理。 本文以S公司为研究对象，在相关文献分析，走访调查和笔者在S公司工作数年积累的感性认识为基础，分析了中国情境下该企业客户关系管理所处的市场环境，竞争优势和存在的问题，并借助平衡计分卡模型提出了相应的解决策略。为改进该企业和相关企业在客户关系管理上遇到的问题提供参考。 本文以S公司为分析对象，探究了其客户关系管理的状况，进一步挖掘了S公司在这方面存在的问题，通过笔者在该公司多年的工作经验和实地调研分析问题背后的原因。其存在的问题主要为客户的行业市场发展趋势信息不明确，内部管理导致客户产生错误的理解，信息管理系统的使用力度不够，对代理商的管理使客户关系产生的不良影响等。然后分析客户的需求和价值导向。通过以上的研究，和工业行业竞争对手的客户管理经验，基于客户关系管理的理论，进一步提出了相关问题的应对办法和策略，本文分别在客户获取渠道、分类、维护的方法与措施方面，在流失方面和竞争对手的客户关系方面进行针对性的调整和改进。S公司的客户关系是基于Philos系统和Trust IT系统进行分析和管理。本文为优化客户关系管理提供一些浅显的管理方法和管理策略及管理意见。本文通过S公司内部的管理工具提供技术上的支持和保障。 通过本文的研究，一方面可以为我两年半研究生所学的理论知识做出总结。在我以后营销的职业生涯中，为提升客户关系管理水平提供理论指导和参考；另一方面为国内工业制造厂家的客户关系管理方面提供借鉴。
英文摘要：	In recent years, industry giants have mentioned the concept of "industry 4.0" at every global exhibition. In 2014, Germany began to vigorously promote "industry 4.0"; subsequently, the Chinese government put forward the "made in China" national industrial plan. In the future, the industry will build highly flexible production through digital factories and intelligent products, and will provide personalized services for each customer. In this process, it is urgent for Siemens to seize new historical opportunities and occupy the market in the historical trend of China's supply-side reform and industrial structure upgrading. As a foreign brand, Siemens must not only have technical advantages, but also strengthen customer relationship management if it wants to take a place in the Chinese market. Based on Siemens China branch as the research object, in the related literature analysis, visiting survey and the author accumulated in Siemens company for several years of perceptual knowledge as the foundation, analyzes the background of industrial transformation and upgrading of the enterprise market environment of customer relationship management (CRM), analyzes its competitive advantage and the existing problems, and with the help of sigma strategy put forward the corresponding solution strategy. To improve the enterprise and related enterprise customer relationship management to provide reference program. By studying the current situation of customer relationship management of Siemens, this paper finds out the problems in customer relationship management of Siemens and analyzes the reasons for the problems. Its main customers for the industry market development trend information is not clear, internal management leads to the wrong understanding of customers; The use of information management system is not strong enough, the management of agents on customer relations, such as the adverse impact, and then on customer demand and value orientation analysis; Through the above research, and industry competition of customer management experience, based on the theory of customer relationship management, puts forward the solution of the problem in view of the present discovery and strategy, in customer acquisition channels, respectively, the classification of customers, maintain customers the way and method of the loss of customers and competitors of customer relationship has targeted adjustment and improvement. Siemens' customer relationships are based on philos and trust IT systems to analyze, manage, and draw conclusions. This paper provides some simple management methods and Suggestions for implementing the strategy of customer relationship management. Provide technical support and assurance through Siemens internal management tools. The research in this paper, on the one hand, can provide a summary of the theories I learned in the two and a half years of graduate study, and provide theoretical guidance and reference for improving the level of customer relationship management in my future career in marketing. On the one hand, it provides reference for the practical application of customer relationship management in domestic industrial manufacturers.
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