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论文编号：	3087
作者编号：	2120082592
上传时间：	2011/5/24 14:20:38
中文题目：	电子企业国际业务中核心客户关系管理策略的研究--以B公司为例
英文题目：	The Strategies Research of Key Customer Relationship Management of Electronics Enterprises in International Business—The example of KCRM in B Company
指导老师：	李东进
中文关键字：	电子企业，核心客户，核心客户关系管理，客户价值，国际销售渠道变革
英文关键字：	Electronics Enterprise;Key Customer;Key Customer Relationship Management ;Customer Value;Reforms on international sales channels
中文摘要：	中国出口型小企业在面对国际经济萧条和国内产业升级的压力下，该走向何方？是继续走低价格路线获取微薄的利润，还是通过在战略上的调整获得竞争优势并进而成为国外企业的重要合作伙伴？这是中国出口型小企业目前面临的现实问题。 核心客户是指为企业创造80%利润的那20%的部分客户群体。因此，企业的主要利润来源于其核心客户，对核心客户实施识别、开发和保持策略的有效管理是企业保持或增加利润的保障。在实际工作中，不少企业并没有对核心客户进行有效地管理。一方面是企业没有意识到核心客户的重要性，另一方面是企业意识到其重要性但缺乏有效的实施策略。 本文通过对电子企业B公司在国际业务中实施核心客户关系管理策略的实践论述，分析了B公司实施核心客户关系管理的必要性和可行性，及其识别、开发和保持策略，并详细论述了B公司在推进国际销售渠道变革过程中的核心客户关系管理导入策略，期望能为出口型小企业提供不同的思路和参考价值。 本文共分六章，第一章为绪论，第二章是对相关理论的回顾，第三、四、五章为主体部分，第六章为结论，各主体章节的内容和观点分述如下: 第三章 阐述我国电子企业对外业务的现状和趋势及其在国际业务中实施核心客户关系管理的必要性，现状和趋势。 第四章 综述电子企业在国际业务中实施核心客户关系管理的目标，对核心客户实施的识别与保持策略以及对核心客户关系管理的评估策略。 第五章 电子企业国际业务中核心客户关系管理策略的实践应用—B公司案例分析，包括B公司现有的客户关系管理，实施核心客户关系管理的必要性，可行性和导入策略，以及对核心客户关系管理的评估策略。
英文摘要：	With the pressures of world recessions and the upgradings of domestic industries, what will be the future for Chinese export-oriented small-size enterprises? Should they keep offering lower prices to get the meager profits, or obtain competitive advantages through company’s strategic adjustments and become an important partner of foreign enterprises? These are the real difficulties to Chinese export-oriented small-size enterprises at present. Key customers are those 20% important customers that create 80% profits for the enterprise.Therefore,the main profits of one enterprise come from its key customers, and the effective managements of implementation strategies for identifying,exploiting and maintaining key customers will be the warranty of maintain or increase the profits of the enterprises.But in practice, many enterprises did not manage the key customers effectively. On one hand, those enterprises do not realize the importance of the key customers.On the other hand are those enterprises aware of its importance but lack of effective implementation strategies. Through B company’s KCRM practice in its international business,this article analyzed the necessity and feasibility of implementation of B company’s Key Customer Relationship Management,and its strategies of key customers’ identification, exploitation and maintenance, and discoursed the introduction strategies of KCRM in details in the process of B company’s reforms on its international sales channels ,with the expectations of offering different ideas and reference values for export-oriented small-size enterprises. This article is divided into six chapters, the first chapter is an introduction, the second chapter is a review of relevant theories, the third, fourth and fifth chapters are the main parts, and the sixth chapter is the conclusion.The contents and views of each main section are as follows: The third chapter discoursed the status and trends of export business in Chinese electronics enterprises and the necessity, status and trends of its KCRM implementation in international business. The fourth chapter discoursed the goals of KCRM implementation of electronics enterprises in its international business,the strategies of identification and maintenance to key customers,and the assessment strategies of its Key Customer Relationship Management. The fifth chapter: the Application of KCRM implementation of electronics enterprise in its international busiess – the example of KCRM in B company,the details including the customer relationship management of B company existing customers,the necessity, feasibility, introduction strategies and the assessment strategies of its Key Customer Relationship Management.
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