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论文编号：	11698
作者编号：	2320170388
上传时间：	2020/6/19 19:13:08
中文题目：	MFT公司重点客户的客户关系管理研究
英文题目：	Key Accounts Of Customer Relationship Management Research For MFT Company
指导老师：	范厚华
中文关键字：	客户关系管理；重点客户；策略；优化
英文关键字：	Customer Relationship Management;Key Accounts;Optimize
中文摘要：	随着中国经济和人民生活水平的不断提高，消费者对饮品已经呈现以多口味，多规格，精包装，减糖化为主要特征的升级趋势，为此，饮料行业的运营商为了快速顺应市场，更加关注如何扩大自身的客户群体保证业务的增长，盲从地开发多种产品和客户，却忽略了企业最宝贵的资源管理，即客户关系管理（Customer Relationship Management）。在企业运营中，客户关系管理存在诸多问题，如重点客户关系管理策略不明确，导致高价值客户大量流失；缺乏客户关系管理分析，导致企业与客户供需不匹配；客户关系管理保障措施不完善，导致重点客户销售收入和利润持续下降。所以，重点客户关系管理研究的成果可以供企业的借鉴和收益，并且也会将成为企业可持续发展的重要战略之一，其地位和成效也会让企业和客户公认。 本文选择的研究对象是MFT公司，通过历史数据搜集及第三方行业趋势的分析，公司内部的资料数据支持，以MFT公司为实例进行重点客户关系管理的策略制定和研究。首先，通过阐述公司的客户关系管理的现状，业务现状，分析重点客户关系管理的问题所在，主要表现在组织架构不匹配，缺乏与重点客户的深度沟通，对客户需求模糊，公司资源分配不合理，以公司为视角的产品研发策略偏离了重点客户的实际需求。其次，本文结合相关理论，重新定义和界定重点客户，对重点客户差异化管理，完善组织架构积极配合重点客户的业务发展，为公司提供重点客户管理策略的优化方案。最后，为了保证重点客户关系管理的执行，设计保障措施和实施计划，为重点客户关系管理策略优化提供后勤保证。 MFT公司重点客户关系管理研究的主要目的在于通过探讨企业如何将客户分级，如何界定重点客户，如何提升重点客户服务的质量，并通过价值销售为大客户提供可收益的解决方案，从而达成对重点客户的有效管理。从企业的供应链，财务，产品研发，客户服务，市场等公司内部视角扩展到客户视角，全方位的与客户建立战略合作的长期关系。进而确保客户在市场上的竞争优势，与此同时MFT公司与客户一起成长，实现双赢。
英文摘要：	With the rapid development of China's economy, the continuous deepening of the life quality and the continuous improvement from consumer and the full opening of beverage industry, the demand of customer is looking for beverage healthy, variety, convenient transformation. Therefore, most beverage players are engaged in offering the more flavors and develop sales channel to maximize the sales volume. Unfortunately they are missing the importance of valuable sourcing. That is CRM (Customer Relationship management). In beverage operation industry, there are more problems happened: most valuable customer lost caused by the weakness CRM system; loyalty and the stability of customer down caused by the CRM analysis weakness; Further more and more customer lost because of company invest less to build CRM strategy. All of factors influence, the result is to make company core competition soft. Therefore, the good result of CRM is matched offering the proceeds and reference of company growth and will be one of business strategy. Also the position and profit of acting in company would be recognized and executed. The research object selected in this paper is MFT, a major supplier of refrigeration equipment and beverages worldwide. This paper is to find problem, analyze problem and work out solutions through the history data collection, concluded and provide solutions and internal data. The purpose of the analysis is to build up the key accounts management strategy at MFT. This paper emphasize the current situation of customer management, business size and find out the problem of key accounts management. The key appearance is organization without the deeper communications, unclear customer demand, unreasonable customer investment and focus on company to see the request from customer for whole product roadmap. Secondly, this paper combine the related theory, re-conformed the Spec. of key accounts and management differentiation, organization improvement to support key accounts business growth matched offering MFT key accounts management optimization. Finally, internal resourcing built to ensure the key accounts strategy moving forward. The purpose of the research is to identify key accounts, improve the quality for key accounts and matched offering the right solution to key accounts. Further, transferring the position from internal company to customer side through sourcing, finance, engineer, customer service and commercial responsibility also fully build up the relationship with key accounts as strategic relationship. Meanwhile, the final goal is Win To Win.
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