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论文编号：	3045
作者编号：	2120062380
上传时间：	2011/5/18 16:56:13
中文题目：	LIC 公司对外贸易客户关系管理研究
英文题目：	Research on Foreign Trade Customer Relationship Management of LIC Company
指导老师：	程莉莉
中文关键字：	LIC公司，客户关系管理，客户价值，客户满意，客户忠诚
英文关键字：	LIC company；Customer relationship management；Customer value； Customer satisfaction；Customer loyalty
中文摘要：	摘 要 自从2008年国际金融危机以来，全球经济和国际贸易增长都放缓了脚步，我国的出口贸易增长空间也有所缩小，在经济逐渐复苏的进程中，国内外的出口市场都面临着更加激烈的竞争和挑战。众多外贸公司如何在竞争激烈的出口市场立足并求得稳步发展是许多人关心的问题。LIC公司是以机电产品出口为主的中小型外贸企业，本文结合作者所在LIC公司的实际情况，讨论中小型外贸企业如何在激烈的市场竞争中有效管理客户关系，同客户建立合作关系并留住有价值客户。 企业实施客户关系管理，是为了更好地建立和维系企业与客户之间的关系，使企业能够获取更多的客户资源并从客户身上获取更大的利润。通过实施客户关系管理，将企业资源与业务流程有效地结合，为客户提供更准确的服务，使客户的满意度及忠诚度都得到最大程度的提高。 本文分六章讨论小规模出口企业的客户关系管理。第一章是总体介绍本文研究的背景、意义、内容、方法和基本框架。第二章对客户关系管理理论进行了综述，详细介绍了客户关系管理、客户分类、客户价值、客户满意度和忠诚度等理论；第三章对我国目前整体的出口环境进行了分析，通过对LIC公司所在出口行业和LIC公司的发展现状进行讨论指出其实施客户关系管理的动因；第四章为LIC公司实施客户关系管理制定了具体的实施策略；第五章讨论如何运用客户满意度和忠诚度策略及构建基于客户关系管理的企业文化来提高客户满意度和忠诚度，并最终达到客户保留；第六章是结论。 本文通过大量阅读相关文献并结合LIC公司的行业特点及客户关系管理中存在的问题力求从完善公司组织结构、重构客户关系管理流程、提高客户满意度和客户忠诚度、构建企业文化等方面改善LIC公司的客户关系管理，使LIC公司在激烈的市场竞争中保持竞争优势，为将来实施更全面的客户关系管理系统打下良好的基础，同时也希望为其他中小型外贸企业在实施客户关系管理战略时提供有益的参考。 关键字：LIC公司，客户关系管理，客户价值，客户满意，客户忠诚
英文摘要：	Abstract Since the 2008 international financial crisis, both of global economy and international trade have slowed growth, Chinese export trade growth space has also narrowed, in the process of economic recovery gradually, both of domestic and foreign export market are facing more intense competition and challenges. How do many trading companies get steady development in the highly competitive export market is concerned by many people. LIC Company is a small and medium-sized foreign trade enterprise whose main export is mechanical and electrical products, this thesis is with the actual situation of the author’s company to discuss how small and medium-sized foreign trade enterprises make effective customer relationship management, build partnerships with customers and retain valuable customers in the fierce market competition. Enterprise implements customer relationship management is in order to establish and maintain a better relationship between enterprise and customer, enabling enterprises to get more customer resources and more profits from their customers. Through carrying out customer relationship management, integrating enterprise resources and business process effectively, providing more accurate service to customers, make customer satisfaction and loyalty get maximum improved. There are six chapters to discuss the small and medium-sized foreign trade enterprise customer relationship management in this thesis. The first chapter is a general introduction of this study’s background, significance, content, methods and basic framework; The second chapter is an overview of customer relationship management theory, detailing the concept of customer relationship management, customer segmentation, customer satisfaction, customer loyalty theory etc.; The third chapter analyzed the whole export environment in current China, introduced current development situation of LIC company and its export industry, discussed and pointed out the reason of implementing customer relationship management; The fourth chapter made some detailed strategies for implementing customer relationship management; The fifth chapter discusses how to implement customer satisfaction and loyalty strategies and build enterprise culture which is based on customer relationship management to enhance customer satisfaction, loyalty and retain customers ultimately; The sixth chapter is conclusion. The author of this thesis have read a large number of literatures, integrated LIC company industry’s characteristic and some problems in LIC company current customer relationship management, strive to improve the company’s customer relationship management from perfecting organizational structure, reconstructing customer relationship management process, improving customer satisfaction and customer loyalty, building corporate culture, make sure LIC company can remain a competitive advantage in the fierce competition market and lay a good foundation for implementing more comprehensive customer relationship management system in the future, at the same time, it also hope to provide an useful reference in the implementation of customer relationship management strategy for other small and medium-sized foreign trade enterprises. Keywords: LIC company；Customer relationship management；Customer value； Customer satisfaction；Customer loyalty
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