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论文编号：	4790
作者编号：	2120102460
上传时间：	2012/12/11 18:37:47
中文题目：	北京翠微商厦的经营模式与客户关系管理研究
英文题目：	Research On BeiJing CUIWEI Business Patterns and Customer Relationship Management
指导老师：	许晖
中文关键字：	营销;客户关系管理;翠微商厦;经营模式
英文关键字：	Marketing;Customer Relationship Management;CUIWEI;Business Patterns
中文摘要：	中国的社会消费品零售总额从2001年的43,055.40亿元加速增长至2010年的156,998.00亿元，年复合增长率为15.46%，显著高于同期国内GDP增速。2011年上半年的国内社会消费品零售总额更是达到创纪录的100,240.70亿元，已超过2010年水平的2.3倍，同比增长18.04%。国内消费市场呈现出了较为明显的加速增长态势。对市场需求做进一步划分的话，百货零售行业市场需求增长略高于国内消费需求增长。从统计指标上看，与百货零售行业密切相关的批发和零售业消费品零售是社会消费品零售的主体，2009年的占比为84.10%。并且，批发和零售业消费品零售总额从2001年的36,014.80亿元增长至2009年的105,413.20亿元，年复合增长率为14.37%，超过同期社会消费品零售总额年复合增长率0.08个百分点。北京翠微商厦作为一个以经营百货业为主的大型零售企业，销售额多年来在北京区域市场位居前列，同时，北京翠微商厦坚持走高档精品百货店发展之路，已经在北京市乃至全国树立起良好的翠微品牌形象北京翠微商厦作为一个以经营百货业为主的大型零售企业，从成立之初便坚持走高档精品百货店发展之路。本论文共分为六部分。第一部分为绪论。介绍本论文的研究背景和意义，在此基础上介绍本论文的研究方法、内容和基本框架。希望能够对本论文有一个提纲挈领的作用。第二部分为零售企业关系营销理论介绍。在实践过程之中，企业和理论界都发现大客户对于企业而言具有至关重要的意义，并且往往是直接关乎企业持续经营的关键因素。第三部分为翠微商厦经营环境和现状分析。本章将主要对目标企业——翠微商厦的经营环境进行PEST、五力模型和SWOT分析。通过传统的政治、经济、社会文化以及技术环境的分析，主要是分析其面临的发展趋势和需求依然强劲。但是行业的整合发展和竞争激烈需要其进行关系营销和客户管理的选择。第四部分为翠微商厦客户关系管理效果分析。第五部分为翠微商厦关系营销及客户管理经验总结。第六部分为总结章节，包括结论性观点以及研究的不足之处。
英文摘要：	The total retail sales of social consumer goods of China had arisen from 43,055.40 billion in 2001 to 156,998.00 billion of 2010, with an annual compound growth rate of 15.46% that is significantly higher than the domestic GDP growth rate during the same period. During the first half of 2011, domestic retail sales of social consumer goods total made a record of 100,240.70 million over the full year with a year-on-year growth of 18.04%, which is as 2.3 times as that of the year 2001. Domestic consumer market is showing a more obvious trend of accelerated growth. Market demand for further division, department stores, retail industry market demand growth slightly higher than the growth in domestic consumer demand. Judging from the statistical indicators, wholesale and retail department store retail industry is closely related to the main body of the retail sales of consumer goods retail sales of social consumer goods, accounting for 84.10% in 2009. And the wholesale and retail total retail sales of consumer goods increased from 36,014.80 billion Yuan to 105,413.20 million in 2009, with a compound annual growth rate of 14.37 percent, that is 0.08 percent higher than the total retail sales of social consumer goods for the same period. The Cuiwei Retail, as a large retail company, has been mainly operating the department store industry with sales over the years in the regional market in Beijing forefront. At the same time, the Cuiwei Retail adhere to the path of the development of high-end boutique department store, has established the good Cuiwei brand been in Beijing and even the whole country. The thesis is divided into six chapters. The first chapter is the introduction. It is about the research in Beijing and the significance of the introduction of this thesis, introducing the basis of the method, content and basic framework of this thesis. Chapter II is about retail enterprise relationship marketing theory. Being in the process of practice and theorists has found large customers of crucial importance for enterprises that is often directly related to the business to continue as a key factor. Chapter III is about the formation of a complete corporate culture, including overall strategy, entrepreneurship, corporate mission, quality policy, values, services of Cuiwei Retail. Chapter IV is analyzing the Cuiwei CRM effort. The last chapter is conclusion part.
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