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论文编号：	2226
作者编号：	041881
上传时间：	2010/5/26 14:55:14
中文题目：	基于客户知识管理理论的渠道模式优化研究
英文题目：	Knowledge of Customer, Customer Knowledge Management, the Mode of Distribution Channel, Distribution Channel Management
指导老师：	张永强
中文关键字：	客户知识，客户知识管理，渠道模式，渠道管理
英文关键字：	Knowledge of Customer, Customer Knowledge Management, the Mode of Distribution Channel, Distribution Channel Management
中文摘要：	知识经济时代，知识成为企业持续性竞争优势的关键。从知识管理的角度看，客户的知识也是企业最重要的资源之一。客户知识管理可以有效地帮助企业发现新的市场机会、开发新产品、降低成本、提高效率、为企业和客户创造更多的价值。要成为卓越的企业，仅仅是“为客户创造价值”还不够，应该“与客户一起创造价值”。 客户拥有的知识不仅可以帮助企业发现新的市场机会、开发新产品，而且也有利于企业降低成本、改进服务、提高效率，为双方创造更多的价值。在实际运作中，企业通常需要借助分销商的力量来开发市场，完成终端销售。因此，企业实施客户知识管理的整个过程，包括客户知识的获取、共享、运用、创新等，很大程度上需要分销商配合来完成。而分销商由于短视、合作关系不稳定、素质相对较低等因素，给企业实施客户知识管理带来了很大困难。 本文运用客户知识管理与分销渠道管理理论，从传统分销渠道模式存在的问题出发，试图寻找一种优化的能够改善厂商关系的分销渠道模式。在这种优化的分销渠道模式下，厂商关系将更加稳定，客户知识在渠道内部流通更加通畅，并能得到共享，生产商也很容易督促分销商配合自己实施客户知识管理，最终达到提高整条渠道工作效率及渠道成员效益的目的。 本文主要采用定性的研究方法，并辅助于案例研究的方法。对有关客户知识管理的理论研究进行了归纳总结，系统地论述了客户知识管理的内容、体系、流程及在优化的渠道模式中的运用。在论文最后，通过对案例的分析和研究，验证研究成果在企业管理中应用的可行性，并探讨了该结论在企业客户管理过程中的应用方式。 本文的创新之处是把客户关系管理理论和渠道管理理论相结合，并对传统分销渠道模式进行了优化设计，试图探索出一种能够直接应用到企业客户知识管理过程的渠道模式。
英文摘要：	In the age of knowledge economics, knowledge becomes the key with which the corporation keeps its durative advantage. From the point of view of knowledge management, the knowledge of customers is also the valuable resource of corporation. With the help of Customer Knowledge Management, the corporation can discover good market opportunity, research new product, reduce the cost, improve efficiency and create value to the corporation and customers. Creating value to customers is not enough, and the corporation must create value with the customers. Knowledge from customer can not only help the corporation to discover the new market opportunity, research the new product, but also help to reduce the cost, improve the service, enhance the efficiency, create more values for both sides. In the actual operation, the enterprise usually needs to draw support from dealer's strength to develop the market and complete the terminal sale. Therefore, in the process of the enterprise implementing the Customer Knowledge Management, including gaining the customer knowledge, sharing, utilizing, the innovating and so on, the enterprise needs the cooperation of the dealer to complete. However, because of the shortsight of dealer and the unstable cooperation, the corporation has difficulties in implementing the Customer Knowledge Management. This article utilizes the theory of the Customer Knowledge Management and the Distribution Channel Management, and attempts to seek one kind of optimization mode to be able to improve the relation of the members of the distribution channel. In the optimized mode of distribution channel, the relation of the members is stabler, customer knowledge can circulate more unobstructed in the channel, the producer is also easy to supervise the distributor to implement the Customer Knowledge Management, and finally the entire distribution channel works efficiently. This article mainly uses the qualitative research, and is assistant in case study. It concludes and summarizes the theory about Customer Knowledge Management, and elaborates the content, the system, the flow process of the Customer Knowledge Management. This paper, through the case study, confirms the research results used in the business management, and discusses the way in which this conclusion is used in the Customer Knowledge Management process of the corporation.
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