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论文编号：	13506
作者编号：	2320200489
上传时间：	2022/12/3 21:29:37
中文题目：	汇思天津公司蓝领外包业务客户关系管理研究
英文题目：	Research on customer relationship management of blue-collar outsourcing business of Huisi Tianjin company
指导老师：	任星耀
中文关键字：	人力资源外包；汇思天津公司；蓝领外包；客户关系管理
英文关键字：	Human resources outsourcing；Huisi Tianjin Company；Blue-collar outsourcing；Customer relationship management
中文摘要：	摘要 我国是人口大国，人口红利是我国的竞争优势之一，其中人力资源外包行业受人口红利影响较大、并与之成正相关关系，在这种大背景下，人力资源外包行业处于持续蓬勃发展中。然而，随着我国经济的快速发展、及国内外市场环境的不断变化，大多数用工企业在满足了人力资源外包的基本需求外，又在适合自身战略发展、适应环境变化、降本增效等综合性方面，对人力资源外包提出了更高的需求。这对从事人力资源外包的企业提出了新的挑战，也因此在供需双方合作过程中产生了很多矛盾，造成了客户关系管理出现了问题，例如客户开发能力差、缺乏有效客户分级维护、客户忠诚度低及客户流失严重等。 本文以汇思天津公司为研究对象，对案例公司的蓝领外包业务客户关系管理问题进行调查和研究，以客户关系的建立、客户关系的维护以及客户关系的挽救为理论框架。作者首先分析了案例公司蓝领外包业务面临的环境，包括蓝领外包行业的发展及趋势、案例公司蓝领外包行业概况、竞争分析及SWOT分析。其次从案例公司蓝领外包业务客户开发、客户维护以及客户流失三个方面进行了现状和问题分析，得出案例公司客户关系维护存在的问题及问题成因。然后根据问题和成因提出切实可行的提升策略，提升策略主要包括：通过确定潜在目标客户、分析关键决策人、清除开发障碍实现精准开发新客户，通过收集完善客户信息及建立客户档案、明确客户价值并优化客户分级、完善客户分级服务机制来加强客户的分级服务，通过加强与客户沟通并追踪动态需求、提供高利价比服务来增强客户忠诚度，通过分析客户流失原因、建立客户流失管理机制、采取措施应对客户流失进一步加强客户流失管理。最后提出为保障各项策略的有效实施，需要从客户为中心的企业文化、CRM系统和特殊风险应对机制三个方面提供支撑。 本文通过实践与理论相结合方式进行研究，该研究成果一方面有助于加强案例公司蓝领外包客户关系的管理，为同行业类似问题的解决提供借鉴，另一方面也为客户关系管理理论研究在蓝领外包行业的应用提供了有效案例，具有一定的实践和理论意义。 关键词：人力资源外包；汇思天津公司；蓝领外包；客户关系管理
英文摘要：	Abstract The demographic dividend is one of China’s competitive advantages. Human resources outsourcing industry is greatly influenced by the demographic dividend and has a positive correlation with it. Human resources outsourcing industry continues to flourish. With the rapid development of Chinese economy, and the constant change of domestic and foreign market environment, most of the employment enterprises have met the basic demand of human resource outsourcing, but in the comprehensive aspects of their own strategic development, adaptation to environmental change, cost reduction and efficiency improvement, firms put forward higher demand for human resource outsourcing. This poses a new challenge to the enterprises engaged in human resource outsourcing, and therefore produces a lot of conflicts in the process of cooperation between supply and demand sides, resulting in problems in customer relationship management, such as poor customer development ability, lack of effective maintenance of customers, low customer loyalty and serious customer churn. This thesis takes Huis Tianjin Company as the research object, investigates the customer relationship management of blue-collar outsourcing business of the company, and takes the customer development-maintenance-winback as the theoretical framework. The author first analyzes the environment of blue-collar outsourcing business of the company, including the development and trend of blue-collar outsourcing industry, the general situation of blue-collar outsourcing industry of the company, and conducts both competitive analysis and SWOT analysis. Secondly, through the analysis of the current situation, the existing problems in the customer relationship management of the company’s blue-collar outsourcing business are concluded. Then according to the current situation and problems, the author puts forward the practical improvement strategy and implementation guarantee. The improvement strategy mainly includes: by identifying potential target customers, analyzing the needs of key decision makers, and removing development obstacles, the firm can accurately develop new customers; by collecting more customer information and establishing customer files, the firm can clarify customer value, optimize customer classification, and improve customer classification service; by strengthening the communication and interaction with customers and tracking their dynamic demand, and providing high-benefit-cost ratio service, customer loyalty can be strengthened; by analyzing the reasons for customer churn, establishing the management mechanism of customer churn, and taking measures to cope with customer churn, customer churn management is expected to be further strengthened. Implementation guarantee mainly includes: customer-centered corporate culture guarantee, CRM system guarantee and special risk response mechanism guarantee. Through the way of combining practice and theory framework, on the one hand, the thesis helps to strengthen the customer relationship management of Huisi Tianjin Company’s blue-collar outsourcing business and provides reference for the other firms in the same industry, on the other hand also provides an important industrial practice case for customer relationship management research. Key words: Human resources outsourcing；Huisi Tianjin Company；Blue-collar outsourcing；Customer relationship management
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