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论文编号：	1314
作者编号：	2120052094
上传时间：	2009/12/2 8:43:26
中文题目：	天宇货代公司客户关系管理的实施
英文题目：	The Implementation and Study o
指导老师：	赵伟
中文关键字：	客户关系管理　天宇货代公司　内
英文关键字：	Customer Relationship Manageme
中文摘要：	2008年世界范围的金融危机，给货代行业带来了很大的冲击，很多小的公司在这个冲击下倒闭了。如何应对危机，提升自身的竞争力，是货代企业关注的焦点，CRM正是公司变革的突破点。危机的来临，客户变得越来越重要，谁能掌握客户的需求趋势，加强与客户的联系，有效管理和发掘客户资源，谁就能取得市场竞争优势。客户关系管理成为企业制胜的关键。 本论文旨在对我国货代行业中实施客户关系管理进行探索性研究，针对我国国际货运代理业发展现状，结合市场竞争环境的变化，对我国货运代理如何实施客户关系管理提出了一些具体方法和保障措施。 本论文在对CRM的相关理论进行了论述的基础上，首先分析了国内货运代理业发展的状况和趋势，其次分析了天宇公司改革前的主要优势，劣势及公司的发展战略，对现有客户市场进行了细分，介绍了CRM的现状，同时也指出存在的问题。之后，论文对天宇如何实施客户关系管理给出具体建议，并对首次实施结果做出分析，找到不足，在此基础上进行了二次改革，针对二次改革后如何做好实施后的保障措施和后期控制，以保证CRM的顺利实施。本论文中CRM在天宇的实施，对其他货代公司特别是中小货代应用CRM具有指导意义。 CRM在天宇公司的实施，虽然也经过了二次调整，但同时证明了货运代理作为一个服务行业可以引入CRM。货代行业一定要根据自己公司的实际情况，不能硬套大企业的现成模式，只要方法得当，找到适合自己的CRM系统，并从员工理念上了解CRM，不要只是把CRM简单的理解为一套软件，同样可以取得成功。
英文摘要：	The worldwide financial crisis of 2008 bring a great impact to the freight forwarding industry that many small companies fail under the impact. The focus of the freight forwarding companies pay attention is how to deal with crisis and enhance their competitive strength, CRM is a breakthrough point for the change. The customer has become more and more important at the advent of the crisis, who can grasp the trend in customer’s demand, strengthen ties with customers, manage and explore client resources effectively, who will be able to obtain market competitive advantage. The management of customer relationship has become the key to winning business. This paper aims at the exploratory researching in implementation the customer relationship management of China’s freight forwarding industry, aimed at the development status of China’s international freight forwarding industry, combined with the changes of market competitive environment, on China's freight forwarding how to implement customer relationship management made a number of specific methods and safeguards. Based on the discussion of CRM relevant theory in this paper, first, it analyzed of the international and domestic freight forwarding industry’s development status and trends, secondly, analyzed the pre-reform TIANWOO's main advantages, disadvantages, and the company's development strategy, current customer market segments ,introduced CRM current situation, but also pointed out the existing problems. After that, this paper give specific recommendations on how to implement customer relationship management TIANWOO, and make analysis on the results of the first implementation, to find enough and make a secondary reform on this base, how to do a good job after the second reform after the implementation of safeguards measures and post-control to ensure the smooth implementation of CRM. In this paper, the implementation of CRM in TIANWOO for other freight forwarding companies, especially small and medium with a guiding meaning in CRM applications. Through the implementation of CRM in TIANWOO company, although after a second adjustment, at the same time, it proved freight forwarding industry could be introduced into CRM as a service industry. Freight forwarding industry must be based on the actual situation of their company but can not be rigidly applied ready-made model of large enterprises, as long as the right way, find their own CRM system, and make employees understand CRM from idea , not just a simple understanding of CRM as a set of software, can also be successful.
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