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论文编号：	12815
作者编号：	2320190384
上传时间：	2021/12/9 14:00:35
中文题目：	F公司优化客户关系管理对策研究
英文题目：	Research on the Countermeasures of Optimizing Customer Relationship Management in F Company
指导老师：	李东进
中文关键字：	气动产业；客户关系管理；工业4.0；转型升级
英文关键字：	Pneumatic industry；Customer relationship management；Industry 4.0；Transformation and upgrading
中文摘要：	随着德国工业4.0的提出，气动产业正在由自动化向智能化转变。气动产业也将迎来转型升级，F公司将引领行业从传统气动向电驱动转型。十四五规划更是提出了中国将由制造大国向制造强国转变的要求，对于气动产业的同行来说既是机遇，也是挑战，如何利用好这次转变，是必须要思考的问题。目前大部分气动企业都在向汽车电子、新能源、5G等领域加大投资力度，研发适合于这些领域的产品。在如火如荼的转型背后，我注意到这些企业在管理模式和人员素质方面没有得到相应的提升，仍然依靠销售个人能力和销售习惯进行客户开发、客户维护和客户挽留等。在技术层面和商务层面都无法满足现有市场的需要，无法将企业利益最大化，无法让客户在第一时间了解到企业产品转型带来的益处。长期以来将会导致客户基础薄弱，客户维护力度的缺失，更会导致企业赛道的偏移。 F公司作为气动产业的领航者，通过近百年的探索和发展，形成了一套独特的发展模式，也取得了一定的成绩，但同样也存在着诸多问题和挑战。本文运用文献法和案例分析法，立足于F公司客户关系管理现状，探究其在业务发展过程中遇到的问题、机遇以及挑战。发现客户关系管理意识和水平有待提高，主要包括市场定位不明确，客户分类标准不科学，客户关系管理系统的使用和建设不完全，缺少与客户的技术互动，缺乏有相应技术背景的营销人员导致客户忠诚度和满意度不足等问题。 本文从以上问题出发，主要依托客户关系管理理论，提出优化客户积分定制标准和客户关系管理系统的使用规范，明确市场定位，加强新客户开发、维护和挽回等对策。在企业文化、战略实施、制度和信息化四方面提出保障措施，保证优化策略的有效实施。以实现增加客户粘性，增加客户忠诚度和满意度，提高行业地位的目的。
英文摘要：	With the proposal of German industry 4.0, the pneumatic industry is changing from automation to intelligence. The pneumatic industry will also usher in transformation and upgrading. Company F will lead the industry from traditional pneumatic to electric drive. The 14th five year plan also puts forward the requirement that China will change from a manufacturing power to a manufacturing power, which is both an opportunity and a challenge for peers in the pneumatic industry. How to make good use of this change is a problem that must be considered. At present, most pneumatic enterprises are increasing investment in automotive electronics, new energy, 5G and other fields to develop products suitable for these fields. Behind the transformation in full swing, I noticed that these enterprises did not get corresponding improvement in management mode and personnel quality. They still rely on personal sales ability and sales habits for customer development, customer maintenance and customer retention. At the technical level and business level, it can’t meet the needs of the existing market, maximize the interests of the enterprise, and let customers understand the benefits of enterprise product transformation at the first time. For a long time, it will lead to the weak customer base, the lack of customer maintenance, and the deviation of the enterprise track. As the leader of the pneumatic industry, F company has formed a unique development model through nearly 100 years of exploration and development, and has made some achievements, but there are also many problems and challenges. Based on the current situation of customer relationship management in F company, this paper explores the problems, opportunities and challenges encountered in the process of business development by using the methods of literature and case analysis. It is found that the awareness and level of customer relationship management need to be improved, mainly including unclear market positioning, unscientific customer classification standards, incomplete use and construction of customer relationship management system, lack of technical interaction with customers, lack of marketing personnel with corresponding technical background, resulting in insufficient customer loyalty and satisfaction. Starting from the above problems and mainly relying on the theory of customer relationship management, this paper puts forward some countermeasures, such as optimizing the customization standard of customer points and the use specification of customer relationship management system, clarifying the market positioning, and strengthening the development, maintenance and recovery of new customers. Put forward safeguard measures in four aspects: corporate culture, strategy implementation, system and informatization to ensure the effective implementation of optimization strategy. To achieve the purpose of increasing customer stickiness, increasing customer loyalty and satisfaction, and improving the position of the industry.
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