联系我们

论文查询结果	返回搜索

论文编号：	2022
作者编号：	031778
上传时间：	2010/5/6 10:53:15
中文题目：	基于企业战略角度的客户关系营利性分析与评估
英文题目：	Customer Relationship
指导老师：	王永贵
中文关键字：	顾客关系、顾客价值需求、顾客生命周期价值、战略地图
英文关键字：	Customer Relationship
中文摘要：	如今，客户关系管理的营销理念被普遍接受并被广泛地运用到实际操作当中。通过对客户关系进行管理不仅可以为交易提供方便，节约交易成本，也可以为企业深入了解顾客的需求和交流双方信息提供很多机会，从而最终为企业带来更可观的收入。因此越来越多的企业已经将建立并管理客户关系看为一种投资行为，将客户关系改善带来的企业价值（即股东价值）增值作为对客户关系投资的回报。但是客户关系管理项目在全球的失败率惊人的高，因此迫切需要一个方法指导企业如何对客户关系进行投资并且评估企业为了同顾客建立关系所进行的投资是否能够达到预期的目的。 根据“平衡计分卡”的设计者卡普兰和诺顿的观点，无形资产能否创造价值同其与企业战略的一致性密切相关。企业战略的核心是企业的价值主张，在买方市场的竞争环境下，企业的价值主张是由顾客的价值需求所决定的，而顾客价值需求的满足是由许多企业内部生产和管理流程所创造的。因此对客户关系能否为企业价值增值的评估，可以从顾客的价值需求分析入手，根据顾客对不同价值需求要素的重视程度的差异，为对顾客进行细分。根据不同顾客细分的价值需求，企业选择自己的产品或服务价值定位，进而通过4个支持客户关系建立的内部流程：技术支持、产品支持、组织支持、评估系统支持来实现顾客的价值需求。最后，结合企业当前的实际情况，对每一个支持流程的准备完成度做出详细评点，并给予相应的分数评定，按照分数的高低来决定客户关系是否能够能够支持企业完成战略目标，即能否满足顾客的价值需求，留住顾客，在未来为企业带来更加稳定的收入。 所以本文从客户关系管理的价值增值机制分析入手，将研究重点放在一系列通过满足顾客价值需求，提高顾客忠诚度，减少顾客流失率来支持客户关系产生价值的企业经营和管理活动上，从经营战略的选择和战略执行的角度，探讨客户关系的营利性问题，指导企业客户关系管理项目的实施。最后本文选择中国移动通信公司为研究对象，详细演示了基于企业战略角度的客户关系价值衡量方法的运用思路。
英文摘要：	The basic idea of customer relationship management (CRM) has been embraced and the potential benefits of relationship marketing based upon individual characteristics are generally accepted. Companies can take advantage of the relationships to improve their marketing policies and measures to attract new customers and retain old customers, and thereby increase their profit. And the high failure rate tells us that it’s hard to achieve the benefits that the customer relationship provides. Thus, measuring the value of customer relationship that is intangible becomes the holy grail of marketing. The purpose of this study is to solve the problem with a management tool called "Strategy map" to explore how the customer relationship creates value conceptually and defines some dimensionalities to test whether the customer relationship is consistent with the company strategy based on in-depth case studies. The designer of Balance Scorecard, Kaplan and Norton, believe that whether the intangible asset could create value is determined by its consistent degree with the company’s strategy, the core of which is a company’s value proposition developed from the customers’ value demands. So this article suggests that evaluating the value of customer relationship, the company must start with customer value demands analysis, try to find out what the customers really need, then segments customers into three kinds: Pragmatistic, Dainty and Emotional customers. To fulfill different customers’ value demands, the company need institute operation strategies and setup internal processes based on the value elements each kind of customers emphasize particularly on. The internal processes includes: technology support processes, product support processes, organization support processes and assessment support processes. At last the company evaluates the readiness of each process to measure the profitability of customer relationship indirectly. This study selects China Mobile Communication Company (CMCC) as the study subject, shows the method for evaluating the value-add ability of a company’s customer relationship.
查看全文：	预览  下载(下载需要进行登录)