联系我们

论文查询结果	返回搜索

论文编号：	1544
作者编号：	041852
上传时间：	2010/5/24 17:04:18
中文题目：	企业实施重点客户关系管理的策略研究
英文题目：	Customer Relationship Management; Key Customer; Customer Value; Implementing Strategy
指导老师：	郑琦
中文关键字：	客户关系管理 重点客户 客户价值 实施策略
英文关键字：	Customer Relationship Management; Key Customer; Customer Value; Implementing Strategy
中文摘要：	随着全球经济一体化进程的加快和竞争的加剧，客户有了更大的选择权，市场已逐步由传统的以产品和规模为中心的粗放式经营管理模式向以客户为中心、服务至上、实现客户价值和达到企业利润最大化的集约化经营管理模式转变，良好的客户关系是企业求得生存与发展的重要资源。企业为获得满意的客户关系，重要的思路是通过实施客户关系管理项目来实现。 客户关系管理的目标是培养、维持并增进客户的满意度和忠诚度，创造并提高客户价值，发展并保持与客户长期、稳定的互利关系。而企业的重点客户是企业的宝贵财富，识别、维护与之的良好关系是企业提升竞争力，获得长远发展的一项重要策略。但是，目前在我国企业对重点客户的管理还存在很大的缺陷： CRM理论引入中国不久，对其内涵的理解和应用尚处于探测阶段，将其应用于企业的重点客户关系管理的研究更是出于探索阶段。本研究较详细地进行了企业实施重点客户关系管理的策略研究，希望对中国企业尽早领悟CRM的内涵，真正使得重点客户的关系管理取得成效，成为企业增强竞争力的有力武器有所帮助。 本研究共分六章，第一章介绍了研究的目的和方法。第二章对CRM、重点客户关系管理相关文献进行了回顾。第三章介绍了企业实施重点客户关系管理的目标和途径。第四章分析了企业实施重点客户关系管理的三大策略，即：重点客户识别策略、导入策略和评估策略。第五章结合M公司汽车维修业务实施重点客户管理策略的分析对第四章做了进一步的分析，并提出对策和建议。第六章进行了论文总结，指出不足，并就未来研究做出展望。
英文摘要：	With the trend of the integration of the world economy and the intensification and mercilessness of market competition, customers have more options than before and the market has turned from the extensive model that focus on the product and size to the intensive model that is customer and service-oriented and maintaining good relationship with customers and creating the value they need. Therefore, enterprises earn competitive advantage and long-term profits. The good relationship with customers is the important source of a firm to exist and develop. It is essential for corporations which want to succeed in getting satisfied customers to construct the support competence of CRM, develop and maintain interactive customer relationship strategically. The targets of CRM are to maintain and promote customers' satisfaction and faithfulness, create and increase customers' worthiness and develop and maintain long-term, steady and mutually beneficial relationship with customers. At the same time, the key customers are enterprises’ precious treasure. Identifying and maintaining good long-term relationship with them is one of key strategies to keep competitive advantage and long-term progress. But, nowadays in china firms that implement CRM to its key customers are still have great limitation and it’s still in the exploring stage: CRM has been applied in only a few corporations in China, and enterprises misunderstand some respects of CRM and there are some problems during the course of carrying out CRM. In this paper, the author has studied key customer relationship management strategies seriously to help firms learn CRM well and provide some suggestion and ideas to the executives to help companies achieve greater success. There are six chapters in this thesis. Chapter 1 points out the object, background and ways of the study. At the second chapter, the author collects the interrelated literature about CRM and key customer relationship management. In the following chapter the author introduces the target and approach of implementing the K-CRM. At the forth chapter, this paper researches three implementing strategies. It includes identifying the key customers’ strategy, introducing strategy and valuing the results strategy. At the fifth chapter, the paper analyzes M company implement key customer relationship managements’ practical activities. At the last chapter, the author analyzes the shortages, at the same time, previews the future researches.
查看全文：	预览  下载(下载需要进行登录)