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论文编号：	378
作者编号：	052091
上传时间：	2008/1/7 14:41:46
中文题目：	汽车销售服务企业客户关系管理研
英文题目：	Customer Relationship Manageme
指导老师：	张金成
中文关键字：	汽车销售服务企业 客户关系 生
英文关键字：	Automotive sales & service ent
中文摘要：	摘 要 客户关系管理（Customer Relationship Management CRM）是企业的创新经营思想和赢得竞争的全面战略，强调企业应当以客户为中心，采取先进的通讯和信息技术手段来取得客户信息，运用数据分析对获取的客户信息进行分析整理，结合企业的实际情况对企业处于不同关系生命周期的客户进行有针对性的管理，通过企业与客户的有效互动来强化企业与客户的关系，实现客户和企业两方面的价值最大化,进而达到双赢乃至多赢的动态平衡过程。 汽车销售服务企业（4S店），尽管在形式上存在着整车配件销售以及维修业务，但和其他从事服务行业的企业一样，其本质是服务。如何通过对客户的服务来提高客户的满意度和忠诚度，最终达到赢利是至关重要的。目前我国汽车销售服务企业，虽然有客户关系管理的理念，受治于整个行业的影响，客户关系管理还处于比较粗放型管理阶段，存在客户关系管理混乱，客户服务质量低下的问题。由此造成客户的大量流失，最终给企业带来巨大的利润损失。如何在汽车销售服务企业现有条件的基础上通过企业自身的努力，有效利用客户关系管理的理念和手段完善客户服务，满足客户个性化需求，提高客户满意度和忠诚度，进而保证客户终生价值和企业利润增长，最终达到企业和客户双赢的目标，成为竞争环境下汽车销售服务企业的现实问题。 本论文首先介绍汽车销售服务企业（汽车4S店/汽车经销商）的现实状况，回顾了客户关系管理理论，将客户关系管理的理念导入汽车销售服务企业的管理中。然后结合整车企业（汽车厂商）对汽车销售服务企业有着绝对影响的这一行业特征，分析了汽车销售服务企业客户关系生命周期不同阶段的管理策略，阐述了销售服务企业客户关系管理的环节与流程管理，从而实现提高服务水平赢得客户的目的。 通过本文的研究，希望能够为汽车销售服务企业在激烈的竞争中生存发展提供一定的帮助。
英文摘要：	Abstract Customer Relationship Management is enterprise innovative management idea and over-all strategy of winning the competition. It emphasizes that enterprise must center on customer and adopt advanced technical means of communication and information to get customer message, and bring to data analysis to analyze and make up acquired customer message. Enterprise combine its own practical situation to pertinently manage their customer which is on different relationship lifecycle, and enterprise strengthen the relation between it and customer through efficient interaction between it and customer to realize enterprise and customer’s maximal value. Although formally automotive sales & service enterprise’s business is auto sales, spare parts，service and survey, its nature is service just like other service trade enterprises. That is vital how to increase customer’s satisfaction and faithfulness through our service, and then get profit. Nowadays although our automotive sales & service enterprise has its own concept concerning to CRM, because of the whole trade influence its CRM is on relatively extensive management phase, and has the problems of disordered CRM and inferior customer service quality. That will cause big loss of customers, and then bring enterprise tremendous profit loss. How can we make good use of CRM concept and good customer service to increase customer satisfaction and faithfulness to assure customer lifetime value and enterprise profit growth, and then we will achieve a win-win target between enterprise and customer. The above is automotive dealer’s practical problem in the competition environment. In the thesis firstly I introduce the status in quo of automotive sales & service enterprise, retrospect the theory of CRM, and lead the concept of CRM in the management of automotive sales & service enterprise. Then I expound the matching between CRM and sales & service enterprise’s process management, combining the trade character which automotive manufacturer has absolute influence on automotive sales & service enterprise, think about customer relationship lifecycle management, and then we can realize the target of improving service level to win the customer. I hope that my thesis can give some help to automotive sales and service enterprise in the fierce competition.
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