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论文编号：	283
作者编号：	2120062348
上传时间：	2008/12/11 15:59:05
中文题目：	工业品经销商的客户关系管理研究
英文题目：	Customer Relations Management
指导老师：	韩德昌
中文关键字：	关系营销;客户关系管理;工业品经
英文关键字：	Relationship Marketing;Custome
中文摘要：	随着市场经济的发展，市场趋于多样化，客户需要个性化，市场竞争日益激烈，越来越多的企业认识到单凭良好的产品，优异的质量已不能保证企业的竞争优势，客户在市场中的地位变得越来越主动，已成为关系企业生存发展的最宝贵的资源。如何有效地开展客户关系管理，与客户建立并保持长期稳定的互惠关系已成为企业市场营销活动的一项重大课题。 本文针对的主要是面向组织市场，经营工业品的经销商，工业品市场由于客户集中，边际利润较高，经销商一直是其市场链中重要的一环。但随着市场的透明和产品竞争的加剧，顾客认为经销商专业性不强，而供应商也开始采取减少中间环节的做法，供应商到客户的市场链正在缩短，经销商的市场空间受到挤压；另一方面客户许多个性化的需求得不到满足，市场需要增值服务，也为经销商提供了新的机会。 本文以工业品经销商为背景，首先，系统地论述了关系营销和客户关系管理的相关理论，总结出关系营销和客户关系管理理论的关系，为客户关系管理的研究奠定基础。其次，本文分析工业品经销商所面临的经营过程中的困难和问题，指出企业结合客户关系管理理念实施客户关系管理的必然性，为以后各章节的论述做好铺垫。最后，本文通过对客户关系的分析，结合工业品经销商的实际情况，提出了企业实施客户关系管理的具体方案：一、建立客户信息数据库，二、客户细分及客户选择，三、管理企业与客户的关系，四、发展长期稳定的客户关系，五、建立客户退出管理。力争全面、系统地为企业开展客户关系管理提供指导。 关系营销是目前市场研究的热点话题，本文是将关系营销理论和工业品营销的实际特点相结合，以企业如何发展同客户的长期稳定的关系为核心，以提升企业的市场占有率和核心竞争力为目的，诠释了中小企业实施客户关系管理的必然性和具体措施等内容，希望对工业品经销商在制定和实施管理策略的过程中有所帮助和借鉴。 关键词：关系营销 客户关系管理 工业品经销商
英文摘要：	With the development of market economy, the market is trending to diversification, the customers' need is inclining to individuation and the competition becomes more furious. More and more enterprises have realized that they can't maintain their competitive edge only by good products and fine quality. The customers' position in the market economy is becoming more and more voluntary and it has become the most valuable wealth to the development of enterprises. How to effectively prosecute the customer relationship management and build a long-term mutual benefit relationship with customers has become a fatal task to the market management of enterprises. This article aims at mainly focuses on the professional customer, the management specialized commodity dealer, specialized market of customer centralized, for marginal returns is higher, the dealer is always an important link in the market chain. It is transparent and product competition intensifying along with the market, the customer thought the dealer specialization is not strong, but the supplier also starts to adopt the reduced middle link the procedure, is reducing the supplier to the customer market chain, dealer's market space receives the extrusion; On the other hand the customer many individualities demands cannot obtain satisfy, market requirement increment service, also has provided the new opportunity for the dealer. Taking Specialized Dealer as background, first of all, this article systematically dissertates the relative theories of relation marketing and customer relationship management, sums up the connection of relation marketing and customer relationship management, and establishes the ground for the research of customer relationship management. Secondly, this article analyses the difficulties and problems faced by Specialized Dealer during marketing process, points out the necessity of carrying out customer relationship management by integrating with customer relationship management and makes a good foundation for the discussion in the later chapters. Finally, this article puts up five specific plans of carrying out customer relationship management through the analysis of customer relationship and also integrating with the practical situation: 1、Set up customer information database, 2、Customer subdivision and customer search, 3、Manage the relationship of enterprise and customers, 4、Develop long-term and stable customer relationship, 5、Build up management of customers exit. Try best to provide instruction for developing customer relationship management by the enterprises. Relationship marketing is a heat topic of market research. This article illustrates the contents like necessity and measures of carrying out customer management in small and medium-scale enterprises by the way of relationship integrating relationship marketing theory with the practical characteristics of industrial products marketing, taking how to develop long-term and stable relationship with customers as the nucleus and taking the raising of market share and nuclear competitive power as the goal. I do wish this article could be helpful for industrial enterprises during the procedure of planning and execution of marketing strategy. Keywords: Relationship Marketing, Customer Relationship Management, Specialized Dealer
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