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论文编号：	3843
作者编号：	2120092556
上传时间：	2011/11/28 22:32:24
中文题目：	T贸易公司客户关系管理策略研究
英文题目：	The Research of The Customer Relationship Management in Trading Company T
指导老师：	韩德昌
中文关键字：	外贸企业;客户关系管理;客户满意;客户忠诚
英文关键字：	Trading company;Customer relationship management(CRM);Customer satisfactory;Customer loyalty
中文摘要：	自中国实行改革个开放政策以来，中国出口贸易高速增长，年出口贸易额上升到了前所未有的高度。中国出口贸易由国有企业垄断的局面，演变成国有外贸公司，民营企业，外资企业三大主体并立的格局。随着对外出口权的放开，民营企业的崛起以及外资企业的进驻，国有外贸公司面临的市场竞争日趋剧烈化。在这个环境下，国有外贸公司要求得可持续发展，必须要发挥其在过去的垄断经营中长期积累的客户资源的优势。因此，实施客户关系管理，已经成为其发挥这种优势的必要手段。 客户关系管理要实现的目标是同客户建立并保持一个长期的共赢关系。其总体思路是通过提升客户的满意度和忠诚度，实现客户价值最大化。就目前来看，在由国有企业转变而成的股份制外贸公司中，其经营理念与管理机制还存在着浓厚的国有企业色彩，而这些经营理念和管理机制并不适应当今复杂的经济环境。以客户为中心的理念虽然在这些企业的某些部门有所体现，但是却难以贯彻到企业的全部工作流程之中。客户关系管理的作用并没有完全发挥。因此，采取什么样的策略改善企业的客户关系管理现状，是这类企业亟待解决的问题之一。 本文首先介绍了自改革开放以来中国外贸行业的现状，然后对客户关系管理的相关理论进行了回顾，总结出了影响贸易公司客户满意度和忠诚度的要素，以此作为本文研究的理论基础。正文部分以T贸易公司为例，阐述了其发展过程和特点，以及在客户关系管理中存在的问题，提出了该公司实施客户关系管理的必要性。在对该公司的环境分析的基础上提出了客户关系管理的目标并通过对外贸出口流程的分析，分别从交易前期、交易中期和交易后期的角度出发，提出了该公司在客户关系管理上应采取的策略。最后，分别从该公司的组织结构，人员管理以及企业文化的角度，论述了该公司客户关系管理策略实施的保障。 本文针对T贸易公司的实际情况，在理论分析的基础上，对该公司的客户关系管理提出具有操作性的策略建议。希望能对以该公司为代表的同类型企业具有一定的借鉴意义。
英文摘要：	Since the reforming and opening policy carried out, China's export has been growing rapidly and the annual export volume has risen to an unprecedented level. The structure of China's export trade has been transformed from being monopolized by state-owned enterprises to being divided by the three main principals: state-owned foreign trade companies, private enterprises and foreign-funded enterprises. With the releasing of the export entitlement, the rise of private enterprises and the stationing of foreign enterprises, state-owned foreign trade companies are facing an increasingly fierce competition in the market. On this occasion, to achieve a sustainable development, the state-owned companies have to exert the advantage of customer resources which was accumulated during the long-term monopoly in the past. Therefore the implementation of customer relationship management (CRM) has become a necessary means of exerting this advantage. The goal of CRM is creating and maintaining a win-win relationship with customers in the long term. The general idea is to maximize the customer value by improving customer's satisfaction and loyalty. At present, for the joint-stock foreign trade companies transformed from state-owned enterprises, the business philosophy and management mechanism still maintain the style of state-owned enterprises, which do not fit for the complex economic environment at current times. In these enterprises, although customer-centric philosophy can be showed in some departments, it is difficult to be carried out to the whole working procedure, which make CRM has little effect. Therefore, using what kind of strategy to improve the CRM is one of the problems to solve urgently for this kind of enterprises. This article first introduced the current situation of China's foreign trade industry since the reforming and opening policy carried out. Then it summarized the elements influencing the customer's satisfaction and loyalty of a trading company on reviewing related theories of CRM. In the main part of this paper, taking the trading company T as an example, the article introduced its development and characteristics, as well as the existing problems in the field of CRM, then came up with the necessity of the implementation of CRM. Based on the environment analysis of the company, the target of CRM was brought up. And by analyzing the export-trading process, the article carried out the strategies of CRM respectively in the pro-trading, mid-trading and post-trading procedure. Finally, this article discussed the guarantee of the implementation of the company's CRM strategy from the perspective of organizational structure, human resource management and enterprise culture. Based on the actual situation of trading company T and the theoretical analysis of the related theory of CRM, this article put forward operational strategies for the company's CRM system with the purpose of being used in reference by trading company T and other companies of the same type.
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