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论文编号：	2076
作者编号：	2120072239
上传时间：	2009/12/15 23:31:56
中文题目：	基于顾客价值的客户经营策略研究
英文题目：	Customer management strategy research of customer value
指导老师：	马连福
中文关键字：	顾客价值 客户经营 战略协同 企业信息化
英文关键字：	customer value,client management,strategic synergy,
中文摘要：	随着我国经济环境与社会环境发生的不断变化，随着客户与服务地位的不断攀升，一些优秀企业开始提出了客户经营的服务变革，并适时提出了新的商业经营模式：从产品经营转向客户经营的。传统的企业以产品为中心，重点是经营产品，通过产品交易实现企业的商业利益，通过技术创新、产品开发、生产销售等企业经营活动获取产品的经营利润。而客户只是企业产品的销售对象,现代企业是经营客户，客户既是企业产品或服务的消费者，同时更是企业经营活动的生产资源。 用友集团是亚太地区最大的管理软件、ERP和财务软件供应商，于2007年提出了产品经营到客户经营的第二次商业模式变革。所谓从产品经营转向客户经营，就是要对客户的经营由这种阶段性经营转向客户的全生命周期的经营，由产品经营转向客户的全面经营，由客户的被动经营转向主动经营，由对客户的浅度经营转向深度经营,这是四个基本的改变。这个改变实际上整个经营体系来讲是一个很大的变革。 作为用友集团的下属产品子公司，SY公司受母公司战略转型的协同效应影响也面临战略转型的经营模式调整。本文利用案例分析法，对SY公司客户经营转型过程中的问题进行了分析。 本文的主要内容共分为六个部分，第一章主要介绍研究背景、方法与意义。第二章对顾客价值、客户经营、母子公司战略协同三个方面进行了理论回顾。第三章分析了SY公司的主要概况、行业市场及主要竞争对手等几个方面进行了介绍。第四章探讨了SY公司在转型过程中的三个主要问题，分别为客户经营意识、客户细分、服务保障。第五章针对第四章的问题提出，对问题的解决方案进行了论述。最后一部分为本文的结论，阐述了本文的结论并对该研究主题进行了展望。 本文的创新点在于战略协同理论的引用，对母子公司协同效应进行了实例分析，并且分析过程中结合了顾客价值、客户经营等最新理念。本文的研究内容对集团化企业的战略协同与协同效应的问题分析有较高的参考价值。
英文摘要：	With the developing of China's economic environment and the social environment, and the status of clients and services continue to climb, some excellent companies began to put forward a number of customer services of the changes and timely manner a new business model: Customers shift to customers management from product management. The business of traditional enterprise is product-centric, focusing on business products, by product trading to achieve the business interests, through technical innovation, product development, production and sales and other business activities, operating profit for the product. And the client is only being marketed enterprise products, modern business is business customers, the customer is both a business product or service to consumers, it is also the business activities of the productive resources. UFIDA group is the biggest software supplier of management software, ERP, financial software in Asia and Pacific regions. The second innovation of business models which is from product management to client management has been proposed by UFIDA group. Product management to client management is means that customer service from passivity to initiative and light to deep.This is the basic change,and it will be a big evolution for whole business system of UFDIA. As the subsidiary company of UFIDA group,company SY has been take the strategic transformation according the parent company’s strategy. This text use the way of analysis of cases,which has analyze the questions about strategic transformation. There are six parts in this text,the part one is Introduction,it mainly introduces the study background, Meanings of study,method of study and the mainly content.The part two includes some theory review which are customer value,customer manangement, strategic synergy of parent-subsidiary.The part three analyzed the brief glimpse of company SY, industry market,and mainly competitor.The part four mainly study the three problems of company SY in the process of strategic transformation,there are consciousness of customer management, customer segmentation and service guarantee.The part five is the solution for the questions of part four.The last part is the conclution of whole text,and put the outlook of the item. The point of this text ‘s innovation includes the using of the theory about strategic synergy and the studying of the synergistic effect’s theory about parent-subsidiary by actual cases .The text apply the lastest concept of customer value, client management to the process of analysis.
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