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论文编号：	3733
作者编号：	2120092471
上传时间：	2011/11/24 12:42:00
中文题目：	基于IMC的手机软件企业CRM模式研究
英文题目：	A Study on Mobile-phone Software Company’s Client Relationship Based on Integrated Marketing Communication
指导老师：	申光龍
中文关键字：	手机软件，客户关系管理，整合营销传播，利益相关者，数据库营销
英文关键字：	Mobile Phone Software, Client Relationship Management (CRM); Integrated Marketing Communication (IMC), Interest Groups & Stakeholders(S&I), Database Marketing
中文摘要：	当今社会，网络已经成为人们生活中的必需品，而且上网的手段也不再局限于固定场所的有线网络。各种各样的无线网络接入设备逐渐进入消费者市场，特别是当3G网络逐渐开放和普及之后，高速无线网络应用已经开始融入了人们的普通生活之中，满足人们日益增长的获取信息的需求。从另外一个角度来看，人们利用无线网络满足了随时随地获取信息的需求，也加强了对无线网络的依赖；但是无线网络市场并没有完全成熟，这和现在成熟的有线互联网市场很不一样。因此，需求的增长和市场的不成熟两个因素决定了无线互联网市场的激烈的竞争强度。 在无线网络市场中，目前使用最广泛的网络接入工具是手机，同时作为一种十分普及的通信设备，手机的消费人群十分广泛，这就意味着手机无线网络应用的市场潜力十分巨大。很多网络企业开始投入这个新兴的行业，各个企业推出的无线网络产品推动着手机无线网络应用的发展，同时也加剧了手机无线市场竞争环境的复杂性和专业性。各个手机软件企业相互竞争的同时又在相互的合作，谷歌公司借助安卓手机系统平台的推广，迅速进入了手机无线网络市场；诺基亚公司和微软公司的合作更是表明了各个网络企业对于无线市场，尤其是手机无线市场的强力决心。从技术层面来看，手机软件和普通的电脑软件有很大的不同。从硬件性能方面，手机提供的硬件支持功能也比计算机弱。从消费者角度来看，手机软件的消费者需求差异性很大，易用性和快捷性占据主要的因素。因此在当前的移动市场的环境下，手机软件的设计不能完全照搬电脑软件的设计，必须考虑手机的操作性和手机客户的需求，这也同时要求手机软件企业必须需要对客户关系做出新的反应。 在无线网络市场未成熟化、手机软件独特性以及客户需求个性化和多样化的形势下，手机软件企业必须认识到客户和利益相关者是企业经营成败的关键。因此本文认为手机软件企业如果想要获得无线网络市场的目标市场，那么必须整合各种资源力量从而获得品牌资产。在品牌的营销和传播过程中，手机软件企业必须建立品牌认可度，品牌的忠诚度，保证企业的形象的一致性和持续性传播；在客户关系管理方面，综合运用各种市场营销工具与客户进行双向沟通，建立良好的客户关系管理和利益相关者管理，同时分析客户的消费心理和消费行为与预测客户的消费趋势，并依据消费趋向为基础向客户传播一致的企业信息和产品信息，快速响应客户的需求，发展和稳固客户关系。 本文参考了整合营销传播理论和客户关系管理理论，针对于手机软件当前的客户关系管理模式进行分析和研究，结合当前不断发展的无线网络业务和手机的快速发展的现状，改进客户关系模式，促使其适用当前的发展需要，即对手机软件企业利益相关者的构成和特点进行了分析，提出了手机软件企业客户关系管理的框架。最后，本文结合实际的企业案例，分析案例中客户关系管理的相似点，总结案例中蕴含的理论点，并且利用这些理论点来改进手机软件企业的客户关系管理框架。
英文摘要：	In modern time, network has been necessity of life for people; meanwhile it is not limited on the wired network of fixed places no longer to surf on the internet. Many kinds of access equipment of wireless network begin to step into the consumer market; especially after that 3G network is open and popular step by step, high speed wireless network application has occurred in the people’s life to meet the growing need for getting information. On the other hand, when people make use of wireless network to satisfy the need to getting information at anywhere and anytime, the liability we need wireless network is bigger and bigger; however wireless market, which is not same as internet market, is not completely mature,. Thereby, growth of consumer’s need and immaturity of wireless network market intensify the fierce competition of wireless network market. In wireless market, the medial tool that is used the most extensively is mobile phone, and mobile phone has been totally popular for some extent, that means the underlying potential ability of mobile phone wireless application will be unbelievable huge. Many companies decide to invest capital in this new market; when many types of wireless network products provided by companies push the market of mobile phone wireless network forward, it also aggravate the complexity and intensity of the mobile phone wireless market environment. Each mobile phone software company compete each other but try to cooperate each other, Google makes use of pushing Android mobile operate system platform into the wireless market to step into mobile market, and Nokia begins to shake hands with Microsoft to express the union decision, all mean that all company, especially mobile companies, wants to express their strong determination for the mobile market. From the technology prospective, mobile software is very different from the normal computer software. On the view of hardware, mobile hardware performance is much poorer than computer. From the prospective of consumer, the consumer need for mobile phone software is not same as the one of computer software consumer, and usability and quickness are the most important factor. Thereby, under the current mobile market, the design of mobile software cannot copy the design of computer software and must consider the operability of mobile phone and the need of mobile phone clients, which also requires that mobile phone software companies should make quick new response for client relationship. When mobile market is not really mature, mobile phone software has its particularity and the need of clients is personalized and varied, mobile software company must realize that client and interest group is the key to company success. Thereby, this thesis says that if mobile software companies want to survive in the market and get some market share, they must integrate all resource and power to get branding property. In the process of marketing and communication of branding, mobile software company must construct branding recognition and branding loyalty to ensure the consistent communication and continuous marketing of company image; about client relationship management, it is necessary to comprehensively utilize all kinds of market tool to interact with clients in two-way, and construct good client relationship management and interest group relationship management, analyze consumer psychology and consumer behavior of clients, predict the client consumer tendency, and based on that transmit consistent company info and product info, quickly response to client need, develop and consolidate client relationship, set up branding recognition and branding loyalty, ensure corporate image spread with consistency and continuity, so as to get branding equity and keep compete advantage. This thesis refers to Integrate Market Communication theory and Client Relationship Management theory, makes some analysis and research for client relationship management of current mobile phone software, with the reality of the continuously developing wireless application and quickly growing mobile phone, and it also improves the corresponding client relationship mode and makes it be more adaptable to the current market need, that is to analyze the architecture and property of interest group of mobile phone software company, put up the framework of mobile phone company client relationship management. At last, this thesis puts up some company cases to analyze the similarity of client relationship management in these cases, and summarize the theory point; meanwhile it is possible to use some theory point to improve the framework of client relationship management of mobile phone software company. Key words: Mobile Phone Software, Client Relationship Management (CRM); Integrated Marketing Communication (IMC), Interest Groups & Stakeholders(S&I), Database Marketing
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