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论文编号：	4636
作者编号：	2220070916
上传时间：	2012/9/20 14:22:27
中文题目：	亚力公司客户关系管理战略的研究
英文题目：	Research on Yali Company Customer Relationship Management Strategy
指导老师：	戚安邦
中文关键字：	关键词：客户关系 关系营销 战略实施 经营策略
英文关键字：	Keywords: Customer relationship；Relationship marketing；Strategy implementation；Business strategy
中文摘要：	随着世界经济的一体化和全球化发展，企业之间的相互竞争不断加剧，越来越多的企业开始在企业的市场销售、营销、服务和技术支持等和客户相关的领域中引入了客户关系管理机制，通过客户关系管理来提供相关的产品和服务。企业通过客户关系管理更好的了解整个客户生命周期，客户关系管理通过构建企业和客户的沟通平台，很好的增强了企业的沟通效率，很大程度上改善了客户的反馈率，改善了企业和客户的关系。客户关系管理是基于对客户的深刻理解，通过提供有针对性的服务来提升企业整体的服务水平，客户关系管理能够产生客户关系、并进一步的维持客户关系和不断改善企业的客户关系，使得企业的综合竞争力进一步增强。企业通过把客户关系管理系统引入到企业的管理，使得企业的市场营销水平进一步增强，通过构建基于客户关系管理的营销支持平台进一步增强企业的竞争力。 在新的时代背景和商业平台下，传统的客户关系理论急需升级。本文首先分析了客户关系管理理论和关系营销理论的概念，其次，对亚力公司具体的实战案例进行深入分析，提出公司现在客户关系管理的现状以及存在的问题，进一步说明了亚力公司实施客户关系管理的重要性。根据亚力公司客户关系管理的实际情况，提出了客户关系管理的战略方案。进一步确定了亚力公司的客户细分、增强客户忠诚度和多级关系营销等战略。通过在亚力公司和公司的客户之间，构建起亚力公司和公司的客户的良性互动关系，能够实现客户价值的最大化，实现亚力公司企业价值的最大化。使企业利润和客户需求之间达成“双向共赢”。本文最后提出了亚力公司实施客户关系管理的步骤和具体的实施建议，指出了亚力公司实施客户关系管理的难点和对策。 总之，客户关系管理通过构建起企业和客户的良性沟通平台，促进企业的产品及服务更加符合客户的需要，并最终增强客户的满意度和对企业的忠诚度。企业客户关系管理以客户为核心的企业营销的技术，通过互联网技术实现对客户资源的整合和管理。
英文摘要：	With the integration of world economy and the development of globalization, competition among enterprises is ceaseless aggravate, more and more enterprises start in business marketing, marketing, service and technical support and customer related areas of the introduction of customer relationship management mechanism, through customer relationship management to provide relevant products and services. Customer relationship management to better understand the customer life cycle, customer relationship management through the construction of the enterprise and customer communication platform, very good enhancement enterprise communication efficiency, greatly improve the customer feedback rate, improve the enterprise and customer relationship. Customer relationship management is based on a deep understanding of the customer, by providing targeted services to improve the whole service level of enterprises, customer relationship management can produce customer relationship, and further to maintain customer relationships and improve enterprise's customer relations, make the comprehensive competitiveness of enterprises to further enhance. Enterprises through the customer relationship management system into enterprise management, causes the enterprise the market marketing level further enhancement, through the construction of customer relationship management based on marketing support platform to further enhance the competitiveness of enterprises. Under the new era background and business platform, the traditional customer relationship theory need to upgrade. This thesis firstly analyzes the customer relationship management theory and the theory of relationship marketing concept, secondly, to force the company to conduct in-depth analysis of specific cases, the company now customer relationship management present situation and the existing problems, further illustrates the Yali company to carry out the importance of customer relationship management. According to the Asian power company customer relationship management of the actual situation, proposed the customer relationship management strategy. To further define the Asian power company customer segmentation, enhance customer loyalty and multilevel relation marketing strategies. In Asia the company and the company's customers, build Kia power company and the company's customer relationship, to achieve the maximization of customer value, to achieve sub company the maximization of enterprise value. Make the enterprise profit and customer demand reached between" two-way win-win". This paper finally puts forward the sub company the implementation of customer relationship management steps and concrete implementation proposal, pointed out the inferior force companies to implement customer relationship management problems and countermeasures. In conclusion, customer relationship management by construction enterprises and customers benign communication platform, promotion of enterprise products and services more in line with the needs of customers, and ultimately to enhance customer satisfaction and loyalty to the enterprise. Enterprise customer relationship management to the customer as the core of enterprise marketing technology, through the internet technology to achieve customer resource integration and management.
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