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论文编号：	317
作者编号：	2120062165
上传时间：	2008/12/15 8:16:51
中文题目：	客户导向型企业客户关系管理的ID
英文题目：	The IDIC model and Applied stu
指导老师：	严建援
中文关键字：	客户导向型企业;客户关系管理;客
英文关键字：	Customer focused enterprise; C
中文摘要：	随着市场经济的深入发展，产品日益丰富，市场格局发生了变化，正逐渐由卖方市场过渡到买方市场，企业对市场和客户的依赖已经几乎提高到企业生存高度，谁能把握住市场的脉搏，满足客户对产品的需求，谁就能赢得市场，赢得客户，从而企业才能生存、发展、壮大，这就推动了营销观念和营销方式的变革，即市场驱动型的企业向客户导向型企业的转型。 企业在转型过程中的核心要素实质上就是客户关系管理（CRM）。所以对于以客户为导向型的企业的客户关系管理研究就显得更为重要，通过对它的研究讨论与分析，才能制定也更为准确的营销方式来适应市场的不断变化。 而客户关系管理实乃以客户为本，市场的变化源于客户行为的变化，所以，企业必须把注意力集中于客户的需求，将客户作为一种宝贵的资源纳入到企业的经营发展中。更重要的是，企业必须拥有长期的客户，因为维有与客户保持长期良好的关系，一个企业才能够在市场竞争中不断提高市场份额并增强竞争力。CRM的一个主要特点就是利用价值分析等方法对客户进行准确的定位和细分——通过对客户进行分析，对客户的需求进行归纳，把客户按群体进行分类，并区别不同的客户群体实行差异化的营销和销售策略。 本论文以研究转型为客户导向型企业的最终根本要素—客户为核心，在进行相关理论回顾的基础上，总结、分析了围绕客户实施客户关系的四个基本任务，识别客户（Identify）—区别对待客户(Differentiate)—同客户进行互动(Interact)—客户化(Customize)（IDIC），并以此为模型框架，用此方法论分析了中美大都会人寿保险公司（MetLife）在成功实施客户关系管理过程中各步骤的具体实施细节，通过具体的实例来佐证此方法论对于客户关系管理创建与实施的指导作用。 论文的创新点在于，区别以往从整体过大而不精的角度——即理念，软件，实施一个都不能少的观点去讨论客户关系管理，而是着重于客户关系管理的根本——即以客户为中心，围绕创建客户关系管理的各个阶段动作去讨论从而达到提升客户价值、提高客户忠诚度，并且理论与实践相结合，理解方法论的实施，巩固方法论的应用性与指导性，希望能对客户导向型企业的客户关系管理的发展有所裨益。
英文摘要：	With the in-depth development of market economy, rich products Increasing, The market structure has changed gradually transition from a seller's to buyer's market. At the same time, Competition in the market is upgrading too. The degree of enterprises relying on market and customer has almost been enhanced to a high of corporate survival. The company which can grasp the pulse of the market and can meet customer’s demand will win market and customer. And then, Enterprises will be to survive, develop and grow. This promoted transform of the concept of marketing and fashion of marketing. That is, Market-driven enterprises are changing to customer-oriented enterprises. In the process of transformation, the essential is virtually Customer Relationship Management. So study on customer relationship management of customer focused enterprises is the more and more important. Corporation can set down more accurate methods of marketing to adapt to the market's ever-changing. Customer Relationship Management bases on customer. Changes in the market stem from changes in customer’s behavior. So Enterprises need to focus on customer needs and make Customers as a valuable resource into the business development. More importantly, Enterprises must have long-term customers. Because enterprises maintain long-term good relations with their customers, they can to increase market share and enhance competitiveness power. One of the mostly characteristic of CRM is that it can take advantage of valve analysis to segment customer type and sum up buyer’s demand and carry out different sale strategy. This paper thinks of customer as center, who is fundamental elements of changing to customer focused enterprise. On the basis of correlation theories recalled, I conclusions , analyses and discusses the four basic tasks around implementation of CRM , that is Identify ——Differentiate——Interact——Customize (IDIC）. Every task was discussed to summarize specific implement step and essential. Thinking of IDIC as the model framework, Using this methodology to analyze details of the specific steps in the process of MetLife Company putting in practice successfully customer relationship management. We validate this methodology as guiding role to create and implement CRM Through specific example. The innovation point of the thesis is different from we discuss CRM view on Concept, software, implementation in the past, every one is necessary. But focus on customer. Its purpose is to enhance customer loyalty. We can obtain a methodology to give some advice for putting in practice CRM. We link theory and practice to understanding the implementation of methodology and consolidate the application and guidance of the methodology. This thesis hopes that this method can offer some valuable references and avails for the other organizations of the development of customer relationship management.
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