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论文编号：	11275
作者编号：	2320170330
上传时间：	2019/12/11 8:57:20
中文题目：	中石化华北天然气销售公司客户关系管理研究
英文题目：	Research on Customer Relationship Management of Sinopec North China Natural Gas Sales Company
指导老师：	任星耀
中文关键字：	天然气；客户关系管理；中石化华北天然气销售公司
英文关键字：	Gas; Customer Relationship Management; Sinopec North China Natural Gas Sales Company
中文摘要：	近年来我国天然气产业迅猛发展，天然气市场需求量快速增长，尤其是近两年出现爆发式增长，华北地区是最主要的增量地区之一。同时随着国家改革的推进及竞争的加剧，天然气销售越来越市场化，客户关系管理对于天然气销售公司的重要性逐渐凸显。天然气作为一种特殊商品，供应、需求、价格和交易模式等都符合普遍的经济学规律和原理，同时天然气市场有自身的一些特性。本文通过客户关系管理的相关理论研究，结合华北天然气销售公司现状进行分析，并尝试提出了华北天然气销售公司客户关系管理提升策略，希望能对天然气销售业务客户关系管理提供参考。 本文的框架结构如下：第一章，绪论。伴随着社会经济的快速发展，天然气行业迅速发展，第一章阐述了论文选题的背景及意义、方法与思路；第二章，客户关系管理的相关理论概述。首先对介绍了客户关系管理的内涵及目标，其次阐述客户关系生命周期与客户价值管理，以及客户忠诚管理与客户互动管理；第三章，华北天然气销售公司客户关系管理环境分析。首先介绍了华北天然气销售公司概况及其业务现状，其次对华北天然气销售公司的客户及竞争进行分析，最后阐述了华北天然气销售公司SWOT分析及客户关系管理存在的问题；第四章，华北天然气销售公司客户关系管理提升方案。包括优化客户细分与客户价值评价体系，提升客户忠诚度，提升客户互动管理等；第五章，华北天然气销售公司客户关系管理提升方案的实施保障。包括建立以客户为中心的企业文化及跨部门协作文化，销售流程优化及客户经理专业能力提升，完善客户关系管理系统等。 本文基于客户关系管理研究，通过对具体案例分析，将理论应用到实践。由于目前天然气客户的选择空间增大，客户对产品和服务地差异化要求更加突出，客户不再是被动的角色，促使天然气销售公司把注意力逐渐转移到持续地为其提供收入的客户身上。因此针对华北天然气销售公司客户关系管理开展相应研究，不仅有利于华北天然气销售公司抢占市场先机，同时还能够实现企业战略目标达成，对于促进华北天然气销售公司业务发展具有积极意义。
英文摘要：	In recent years, China's natural gas industry has developed rapidly, and the demand of natural gas market has increased rapidly. Especially in the past two years, the explosive growth has taken place. North China is one of the main incremental regions. At the same time, with the promotion of national reform and the intensification of competition, natural gas sales are becoming more and more market-oriented, and the importance of customer relationship management for natural gas sales companies is gradually highlighted. As a special commodity, the supply, demand, price and trading mode of natural gas conform to the general economic laws and principles, and the natural gas market has its own characteristics. Based on the related theory of customer relationship management and the analysis of the current situation of North China Natural Gas Sales Company, this paper tries to put forward the strategy of improving customer relationship management of North China Natural Gas Sales Company, hoping to provide reference for customer relationship management of natural gas sales business. The framework of this paper is as follows: Chapter 1, Introduction. With the rapid development of social economy and the rapid development of natural gas industry, this chapter elaborates the background and significance of topic selection from the aspect of topic significance; Chapter II, the related theories of customer relationship management are summarized：firstly, the connotation and objectives of CRM are introduced; secondly, customer relationship life cycle and customer value management, as well as customer interaction management and customer loyalty management are elaborated. Chapter 3, customer relationship management environment analysis of North China Natural Gas Sales Company：firstly, the general situation and business status of North China Natural Gas Sales Company are introduced; secondly, the customer and competition of North China Natural Gas Sales Company are analyzed; finally, the SWOT analysis of North China Natural Gas Sales Company and the existing problems of customer relationship management are elaborated. Chapter 4 proposes the upgrading scheme of customer relationship management of North China Natural Gas Sales Company, including the optimization of customer segmentation and customer value evaluation system, enhance customer loyalty, enhance customer interaction management, etc. Chapter 5 proposes the implementation guarantee of the North China Natural Gas Sales Company customer relationship management, including the establishment of a customer-centric corporate culture and cross-departmental collaboration culture, sales process optimization and customer manager professional competence enhancement, and customer relationship management system improvement. Based on the research of customer relationship management, this paper applies the theory to practice through the analysis of specific case. Due to the increasing choice space of natural gas customers, customers' demand for differentiated products and services becomes more prominent. Customers are no longer passive, which prompts natural gas sales companies to gradually shift their attention to the customers who continue to provide revenue for them. Therefore, the research on customer relationship management of North China Natural Gas Sales Company will not only help North China Natural Gas Sales Company to seize the market opportunities, but also achieve the strategic objectives of the enterprise, which has a positive significance for promoting the business development of North China Natural Gas Sales Company.
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