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论文编号：	12950
作者编号：	2320190391
上传时间：	2021/12/14 18:11:41
中文题目：	中进汽贸港口物流业务的客户关系管理研究
英文题目：	Research on Customer Relationship Management of CATC in Port Logistis Business
指导老师：	任星耀
中文关键字：	进口汽车；港口物流；客户关系管理；中进汽贸
英文关键字：	Imported cars；Port logistics；Customer relationship management；CATC
中文摘要：	近年来，随着国家对汽车排放要求逐渐严格，对新能源车辆的大力推广，以及国产汽车的强势崛起，再加上突如其来的疫情等一系列原因，进口汽车市场受到了很大冲击。在整个汽车销售业务当中，整车物流是其中至关重要的一环。而放眼整个进口汽车行业链条，作为多种运输方式交汇点的汽车港口，同样在整车物流当中扮演着重要角色。因此，针对进口汽车市场，港口物流业务显得至关重要。其主要包括进口汽车的通关、报检、仓储、检测、维修、运输业务，同时各个业务板块当中也包含相应的衍生业务。而随着进口汽车市场的整体下行，港口物流业务的竞争也变得愈发激烈。中国进口汽车贸易有限公司（以下简称中进汽贸）作为进口汽车行业领军企业，需要把握时机，利用前期积累的品牌优势抢占更多的市场份额，但目前其港口物流业务客户关系管理存在目标客户开发能力不足、客户分级管理能力一般、部分客户忠诚度欠缺以及客户流失管理机制缺失等问题。因此中进汽贸应致力于通过加强港口物流业务客户关系管理工作，为提升市场份额及营业利润提出切实可行的策略。 本文分析了进口汽车市场及港口物流业务的发展现状以及存在的问题、面临的挑战。文中以中进汽贸港口物流业务为案例研究对象，从多个维度进行竞争对手分析，同时运用SWOT分析法对中进汽贸港口物流业务中存在的优势、劣势、机遇与挑战进行分析，剖析中进汽贸港口物流业务客户关系管理当中的关键问题点。本文认为中进汽贸应当抓住消费者对于进口汽车需求增加的良好机遇，加速解决当前港口物流业务客户关系管理中存在的问题。以客户关系管理理论框架为分析基础，论文认为：首先，通过开发全新客户及拓展现有客户新业务两方面提升目标客户开发能力。其次，完善客户信息，建立客户档案，对客户分级制度进行优化，从而强化客户关系维护工作。另外，提升客户体验，加强与客户业务联系的紧密程度，以及建立奖励忠诚和约束转移机制，以提升客户的忠诚度。最后，识别流失客户的原因，制定流失客户的挽回策略，优化客户流失的预警机制，从而减少客户流失。最后提出为了各项策略的顺利进行，公司应当提供包括组织文化及制度、人力资源、信息系统的相关保障进行支持。本文的研究成果，一方面有助于加强中进汽贸的客户关系管理能力，另一方面也对进口汽车行业中港口物流业务的发展具有良好的借鉴参考意义。
英文摘要：	In recent years, with the gradual tightening of national requirements on automobile emissions, the vigorous promotion of new energy vehicles, and the strong rise of domestic cars, coupled with the sudden epidemic and a range of other reasons, imported automobile market has been greatly impacted. In the entire automobile sales business, vehicle logistics is one of the most important links. Looking at the whole import automobile industry chain, the vehicle ports, as the meeting point of a variety of transportation modes, also plays an important role in the vehicle logistics. Therefore, the port logistics business is very important for the imported automobile market. It mainly includes customs clearance, inspection application, storage, testing, maintenance and transportation of imported automobiles, and corresponding derivative businesses are also included in each business segment. With the overall decline of the imported automobile market, the competition of port logistics business is becoming increasingly fierce. As a leading enterprise in the imported automobile industry, China automobile trade co., LTD. (hereinafter referred to as CATC) needs to seize the opportunity to seize more market share by taking advantage of the brand advantages accumulated in the early stage. But there are several problems to be solved for CATC in the customer relationship management (CRM) of its port logistics business: the insufficient target customer development ability, the mediocre customer classification management ability, the lack of customer loyalty for some customers, and the lack of customer churn management mechanism. Thus, CATC should optimize its customer relationship management in its port logistics business to propose feasible strategies for increasing market share and operating profit. This thesis analyzes the development status of the imported automobile market and its port logistics business, as well as the existing problems and challenges. This thesis takes CATC’s port logistics business as the object of this case study, analyzes the competitors from multiple dimensions, and completes the SWOT analysis for CATC’s port logistics business from the dimensions of strengths, weaknesses, opportunities and challenges, and points out the key problems of customer relationship management in the port logistics business of CATC. CATC should seize the good opportunity of increasing consumer demand for imported cars and accelerate the solution of the existing problems in the customer relationship management of its port logistics business. Based on the theoretical framework of customer relationship management, this thesis provides suggestions for optimization: first of all, to improve target customer development ability by developing new customers and expanding existing customers' new business. Secondly, to enrich customer information, establish customer files, optimize the customer classification system, so as to strengthen the maintenance of customer relationship. In addition, this firm should improve customer experience, strengthen the close business relationship with customers, and establish rewarding loyalty and restricting customer switching mechanism to enhance customer loyalty. Finally, the reasons of customer loss should be identified, the recovery strategy of customer loss should be formulated, and the early warning mechanism of customer loss should be optimized to reduce customer loss. Then it is proposed that for the smooth implementation of various strategies, the company should provide organizational culture and institution guarantee, human resources guarantee, information system guarantee. This research, on the one hand, helps to strengthen the customer relationship management ability of CATC, on the other hand, it also has a good reference significance for the development of port logistics business in the imported automobile industry.
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