联系我们

论文查询结果	返回搜索

论文编号：	11159
作者编号：	2220160623
上传时间：	2019/12/8 0:45:57
中文题目：	财讯传媒集团客户关系管理研究
英文题目：	Research on Customer Relationship Management of SEEC Media Group
指导老师：	牛建波
中文关键字：	客户关系管理；客户满意度；客户分类；个性化服务
英文关键字：	Customer relationship management；Customer satisfaction；Customer classification；Personalized services
中文摘要：	随着经济的迅猛发展，大数据时代和人工智能时代的到来让客户关系管理的重要性日益凸显，市场竞争也越演越烈，客户作为企业的重要资源，是企业的根本，直接关系到了企业的生存和发展。“以客户为中心”这一管理理念在很多企业中普遍推广。在企业进行管理研究方面，客户关系管理是重点，作为企业的生存资源，客户是企业赖以生存和发展的经济基础，企业要想在激烈的竞争中立足，一个有效途径就是跟客户建立长期、良好的合作关系。 财讯传媒集团是一个主流媒体运营商，有着较大的国际影响力和良好的全球视野，集团在互动媒体和平面媒体经营上有着较多成功经验。集团旗下包括财经门户网站、财经新闻、品质生活和商业管理等多个方面的杂志品牌，并朝新媒体领域不断拓展，有着广泛的发展空间，财讯传媒集团在日益激烈的市场竞争中，客户关系管理表现出一些问题。 本文主要基于客户价值生命周期、客户满意度理论、客户忠诚度理论、客户关系管理内涵理论以及STP营销理论，通过调查问卷方法，对财讯传媒集团客户关系管理调查与调查结果分析，包含问卷设计、问卷发放与回收、描述性统计，分析调查结果。并对财讯传媒集团当前的客户关系管理现状进行分析，对财讯传媒集团客户关系管理问题进行研究，问题主要体现集团在CRM管理系统没有集中、个性化产品和服务方面有所不足、管理层人员不够重视客户关系管理、缺少维护部门这四个方面问题。 本文分析财讯传媒集团客户关系管理中出现问题的原因，在这些研究的基础上，提出相关改善措施来提升财讯传媒集团客户管理管理水平，主要包括实施客户分级管理、建立统一的客户管理数据信息库；从客户需求出发，制定个性化的服务策略；加强客户关系管理理念的推广；对客户维护方案进行优化等。同时，提出加强人力资源建设， 评估流失客户作出的价值并制定相关挽留措施， 建立客户关系管理制度等保障措施加以改进。
英文摘要：	With the rapid development of economy, the advent of the era of big data era and artificial intelligence to highlighted the importance of customer relationship management (CRM) is becoming more and more, the market competition is escalating, customers as an important resource of enterprises, is the root of the enterprise, directly related to the survival and development of the enterprise take the customer as the center of this management concept widely adopted in many companies in the enterprise management research, customer relationship management (CRM) is a key, as the survival of enterprise resources, customer is the enterprise survival and development of the economic basis, enterprises want to foothold in the fierce competition, an effective way is to establish a long-term good relations of cooperation with the customers. SEEC Media Group is a mainstream media operators, has great international influence and global vision, group operating in interactive media and print media has a more successful experience on the group, including financial portal and business management, and other financial news quality life magazine brand, and the new media areas continue to expand, has a broad development space, seec group in the increasingly fierce market competition, customer relationship management (CRM) show some problems. In this thesis, based on the customer life cycle value theory of customer satisfaction theory of customer loyalty theory of customer relationship management connotation and the STP marketing theory, by questionnaire method, the SEEC Media Group investigation and the results of the survey analysis of customer relationship management (CRM) includes questionnaire design questionnaire distribution and recovery of descriptive statistics, analysis of the results of the survey; Of SEEC Media Group were investigated, the current situation of customer relationship management (CRM) of the seec media group through the research of customer relationship management problems mainly group in CRM management system no centralized personalized products and services have been lack of management personnel is not enough emphasis on customer relationship management (CRM) lack of maintenance, these four aspects. This thesis analyzes the causes of problems in customer relationship management of SEEC Media Group, and on the basis of these studies, puts forward relevant improvement measures to improve customer relationship management level of SEEC Media Group, including implementing customer classification management and establishing a unified customer management data base. According to customer demand, develop personalized service strategy; Strengthen the promotion of the concept of customer relationship management; At the same time, it proposes to strengthen the construction of human resources, evaluate the value of lost customers, formulate relevant retention measures, establish customer relationship management system and other guarantee measures to improve.
查看全文：	预览  下载(下载需要进行登录)