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论文编号：	15900
作者编号：	2320233761
上传时间：	2025/12/12 13:41:24
中文题目：	A船舶配件贸易公司客户关系管理研究
英文题目：	Research on Customer Relationship Management of A Marine Spare Parts Trading Company
指导老师：	任星耀 教授
中文关键字：	船舶配件；国际贸易；客户关系管理；客户价值
英文关键字：	Marine Spare Parts; International Trade; Customer Relationship Management; Customer Value
中文摘要：	摘要：后疫情时代，全球贸易温和复苏与不确定性并存，船舶制造与国际船舶配件贸易进入新周期。在此背景下，A船舶配件贸易公司2022年创立，初创期规模虽小但业务量倍数增长。然而，进入2024年度销量增长率由100%下降到30%，同期销量不增反降，新客户数量无明显增长。在企业从初创期走向成长期的重要阶段，A公司需要开发新客户，维护高价值客户，挽救流失客户。 本文以A船舶配件贸易公司为研究对象，其业务聚焦于为国际航运船舶维修供应所需配件。通过对A公司客户关系管理进行研究，以客户关系的建立、维护和挽救为理论框架，首先分析了A公司客户关系管理环境，包括宏观环境分析、竞争分析和SWOT分析；基于环境分析和A公司近4年的客户数据，结合抽样12家客户和A公司内部员工进行访谈，总结A公司客户关系管理的现状并分析其问题。研究发现，A公司在客户关系建立方面存在客户开发力度不足、客户需求挖掘不充分和关系建立方式受限的问题；在客户维护方面有客户需求匹配不足、客户服务响应不足和客户关系不稳定的问题；在客户流失管理方面缺少对客户流失的深度洞察和客户关系挽救策略规划。 基于A公司客户关系管理问题，本文进行了问题成因分析并提供切实的提升策略，主要包括：在客户关系建立方面，公司进入成长期，应重视客户开发，将资源向客户关系拓展方面倾斜，同时采取措施挖掘客户潜在需求、提升客户互动效果；在客户关系维护方面，以提升客户认可度、满意度和忠诚度为目标，依托于供应链集成能力的提升，高附加值产品、服务与技术的提供，并致力于通过客户激励、深度互动和价值共创来构建长期合作关系；在客户关系挽救方面，A公司须建立客户评估和分级，制定客户关系预警机制，对不同程度的客户流失进行干预和挽回，并优化资源的配置。 最后为A公司客户关系管理提升策略的实施提出针对性的保障措施。A公司要围绕企业文化、人力资源与组织管理、数字信息与财务管理等几方面进行提升，分别将以客户为中心的价值观塑造、优秀人才的招聘与组织管理、CRM 系统管理平台搭建等角度，确保A公司客户关系管理提升策略的有效实施。
英文摘要：	Abstract：In the post epidemic era, global trade is experiencing moderate recovery and uncertainty, and shipbuilding and international marine spare parts trade have entered a new cycle. Against this background, A Marine Spare Parts Trading Company was founded in 2022, and its business volume grew by multiples despite its small size in the initial period. However, in 2024, the growth rate of sales volume decreased from 100% to 30%, the total value of sales volume decreased rather than increased, and the number of new customers did not increase significantly. In the important stage of the enterprise from the start-up period to the growth period, Company A needs to develop new customers, maintain high-value customers, and save the lost customers. This thesis takes A Marine Spare Parts Trading Company as the research object, whose business focuses on supplying spare parts needed for the maintenance of international merchant marine. By analyzing the customer relationship management of Company A, and taking the building of customer relationship, maintenance of customer relationship and recovery of customer relationship as the theoretical framework, it first analyzes Company A’s customer relationship environment, including macro-environmental analysis, competitive analysis, and SWOT analysis. Based on this environmental analysis and Company A’s customer data from the past four years, combined with interviews conducted with a sample of 12 customers and employees at different levels and departments within Company A, the current state of the company's customer relationship management is summarized, and issues within its customer relationship management are examined. Research has identified that Company A faces constraints in customer relationship building, including limited relationship-building approaches, inadequate exploration of client needs, and insufficient client development efforts. In customer relationship maintenance, issues include insufficient alignment with client requirements, inadequate service responsiveness, and unstable client relationships. Regarding customer relationship recovery, it lacks in-depth insights of customer loss and implement planning. Based on the problems of Company A’s customer relationship management, this research analyzes the causes of the problems and provides practical improvement strategies, which mainly include: in customer relationship building, during the company's growth phase, emphasis should be placed on client development, directing corporate resources towards expanding client relationships while uncovering latent client needs and enhancing client engagement outcomes; in the aspect of customer relationship maintenance, the objectives are to elevate client recognition, satisfaction and loyalty. This is achieved through optimizing supply chain integration capabilities, supplying high-value-added products, services and technologies, and implementing client incentives, deep client engagement and co-creation of value. In terms of customer relationship recovery, Company A must establish a customer evaluation and customer tiers, develop a customer relationship early warning mechanism, intervene and reclaim customers at different stages of attrition, and optimize resource allocation. Finally, to put forward targeted guarantee measures for the implementation of Company A’s customer relationship management improvement strategy, Company A should focus on the three dimensions of corporate culture, human resources and organizational management, digital information management and financial management, respectively, from the perspective of shaping customer-centered values, recruiting excellent talents, building an CRM enterprise digital platform, to provide reliable guarantee for the implementation of Company A’s customer relationship management improvement strategy.
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