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论文编号：	12196
作者编号：	2320180508
上传时间：	2020/12/14 22:28:11
中文题目：	R公司客户关系管理研究
英文题目：	Research on Customer Relationship Management of R Company
指导老师：	李东进
中文关键字：	钢材加工；客户关系管理；大客户；潜在客户
英文关键字：	Steel processing; Customer relationship management; Key account; Potential customers
中文摘要：	近年来，随着党中央对供给侧结构性改革的不断深入，产能过剩、技术参差不齐、行业大面积亏损的钢铁产业也理所当然成为了改革的重点。整顿地条钢，关停小钢厂，错峰生产，淘汰落后产能，一系列的政策如重拳一般冲击着整个钢铁产业链，我国钢铁产业迎来了生机，开始步入良性发展的道路。而处在钢铁产业链中游的钢材加工行业实际上生存状况仍然是比较困难的。面对着钢材价格的频繁波动，市场需求的低迷，钢厂改善利润和客户降低成本所带来的双重压力，再加上贸易战以及突发的新冠疫情对下游行业需求的冲击，整个钢材加工行业正面临着巨大的挑战。越是在这样复杂多变且困难重重的条件下，客户关系管理就越是凸显其重要性。如何稳定住现有客户，提高客户的满意度，提高市场份额，如何找到目标客户，提高新客户开发的成功率，如何提高服务水平，让自己的产品从同质化程度非常高的市场中脱颖而出，成为客户的首选供货商？相信整个行业的管理者每天都在寻找这些问题的最优答案。本文主要运用客户关系管理理论为基础，宏观上分析了钢材加工行业的发展现状以及存在的问题、面临的挑战，阐述了实施并加强客户关系管理的重要性。文中以R公司为主要研究对象，对企业的客户进行了价值分析以及客户分类，并给出了针对不同类型客户的管理策略和实施方法。文中提出了如何识别哪些客户是公司的大客户，以及如何做好维护，提高满意度的方法。同时，潜在客户也是公司长期、稳定发展的重要保障，是现有客户业绩波动时的必要补充。只有同时加强现有客户以及潜在客户的管理，才能在日趋激烈的市场竞争中立于不败之地。
英文摘要：	In recent years, with the continuous deepening of the supply-side reform by the CPC Central Committee, the steel industry, which has excess capacity, uneven technology and a large area of industry losses, has naturally become the focus of the reform.A series of policies, such as rectifying floor steel, closing down small mills, off-peak production, and eliminating backward production capacity, have struck the entire steel industry chain with a heavy fist.China's steel industry ushered in the vitality, began to enter the road of benign development. However, the steel processing industry that in the middle of the steel industry chain is still relatively difficult to survive.In the face of frequent fluctuations in steel prices, sluggish market demand, the double pressure brought by steel mills to improve profits and customers to reduce costs, coupled with the trade war and the sudden impact of coVID-19 on downstream industry demand, the entire steel processing industry is facing huge challenges. The more complex and difficult the situation is, the more important customer management becomes.How to stabilize existing customers, improve customer satisfaction, improve market share, how to find target customers, improve the success rate of new customer development, how to improve service level, make your products stand out from the very high degree of homogeneity of the market, become the customer's preferred supplier?It is believed that managers throughout the industry are searching for the best answers to these questions every day. Based on the theory of customer relationship management, this paper analyzes the development status quo, existing problems and challenges of steel processing industry, and expounds the importance of implementing and strengthening customer relationship management.Taking R Company as the main research object, this paper analyzes the value of the enterprise's customers and classifies them, and presents management strategies and implementation methods for different types of customers.This paper puts forward how to identify which customers are the company's key accounts, and how to do a good maintenance, improve the satisfaction.At the same time, potential customers are also an important guarantee for the long-term and stable development of the company, and a necessary supplement to existing customers when their performance fluctuates.Only by strengthening the management of both existing and potential customers can we remain invincible in the increasingly fierce market competition
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