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论文编号：	13829
作者编号：	2320200295
上传时间：	2023/5/31 21:39:09
中文题目：	数字化转型背景下YF公司客户关系管理提升策略研究
英文题目：	The Research on the Promotion Strategy of Customer Relationship Management of The YF Corporation in the Context of Digital Transformation
指导老师：	樊振佳
中文关键字：	客户关系管理;数字化转型;钢铁;IDIC模型;动态能力理论
英文关键字：	Customer relationship management;Digital transformation;Steel;IDIC model;Dynamic capabilities theory
中文摘要：	在新一轮科技革命和产业变革的推动下，数字经济获得了快速发展，已经成为推动中国经济从高速发展转向高质量发展的重要途径。为了抓住这一发展机遇，近年来中国钢铁工业加大了信息化、数字化、网络化、智能化的投入力度，行业数字化发展水平明显提升，龙头钢铁企业建立的数字化应用场景和智能车间、智能工厂不断增多。但与此同时，钢铁行业仍面临产能过剩、成本上升、利润降低、市场萎靡等困境，固守传统依靠产品质量很难在市场经济下站稳脚跟。这迫使钢铁企业将经营模式从围绕产品的生产导向型，改为围绕客户的市场导向型。因此，深入剖析钢铁企业当前存在的客户关系管理问题，从数字化赋能的角度提出相应改进措施，有助于推进钢铁企业在现代经济条件下实现高质量发展。 本研究拟在钢铁制造企业数字化转型的背景下，以YF公司为案例研究对象，探讨数字化对客户关系管理的影响。基于IDIC模型和动态能力理论，采用文献研究法及案例研究法，对YF公司的客户关系管理优化问题进行研究。研究过程中，首先利用PEST分析法对YF公司所处的宏观环境进行了剖析，掌握其所在行业现状，其次通过收集二手和访谈资料等调查形式，进一步阐述了YF公司客户关系管理目前所存在的问题及原因，最终从客户识别、客户细分、客户互动、客户个性化四个环节提出相应提升策略，重点强调YF如何利用数字化技术赋能客户关系管理业务，来提升自身动态能力，从而更精准地对客户进行识别和细分，优化产品并改善客户体验，最终实现营销模式创新。
英文摘要：	Under the impetus of the new round of technological revolution and industrial transformation, the digital economy has developed rapidly and has become an important way to promote China's economic transition from high-speed development to high-quality development. In order to seize this development opportunity, the Chinese steel industry has increased investment in informatization, digitization, networking, and intelligence in recent years. The digital development level of the industry has significantly improved, and the number of digital application scenarios and intelligent workshops and factories established by leading steel enterprises has continued to increase. However, at the same time, the steel industry still faces challenges such as excess capacity, rising costs, declining profits, and sluggish market, and it is difficult to rely solely on product quality to maintain its foothold in the market economy. This has forced steel companies to change their business models from product-oriented production to customer-oriented market orientation. Therefore, it is necessary to deeply analyze the customer relationship management problems currently faced by steel companies and propose corresponding improvement measures from the perspective of digital empowerment in order to promote the high-quality development of steel companies under modern economic conditions. This study intends to use YF company as a case study object under the background of digital transformation in the steel industry to explore the impact of digitization on customer relationship management. Based on the IDIC model framework and dynamic capability theory, literature research and case study methods are adopted to study the optimization problem of YF company's customer relationship management. In the research process, the PEST analysis method was used to analyze the macro environment in which YF company operates and grasp the current situation of its industry. Secondly, through the collection of secondary data, interview materials and other investigation forms, the current problems of YF company's customer relationship management are further explained. Finally, corresponding improvement strategies are proposed in four stages from the perspectives of customer identification, customer differentiation, customer interaction, and customer personalization. It emphasizes how YF can use digital technology to empower customer relationship business to enhance its dynamic capabilities, so as to more accurately identify and segment customers, optimize products, improve customer experience, and enhance customer satisfaction and loyalty.
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