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论文编号：	4854
作者编号：	2120102407
上传时间：	2012/12/12 16:43:15
中文题目：	一汽丰田4S店客户关系管理研究
英文题目：	Customert Relationship Managemen of FTMS 4S Store
指导老师：	王全喜
中文关键字：	客户关系管理，客户满意度，客户价值，流程
英文关键字：	Customer relationship management， Customer satisfaction，Customer value ，Process
中文摘要：	在现代企业，客户是企业成功的重要资本,加强客户维系，提高客户的满意度（客户满意度customer satisfaction，简称CS）和忠诚度，是企业维持长期发展的重要条件。现在，无论在欧美或亚洲、跨国企业或中小民企企业，莫不以追求顾客满意度为企业的目标之一。从以往认为只有第一线的业务或客服人员才需要对顾客满意负责，已经转变为全公司都必须认真努力的重要经营方向。 在如今的汽车行业，客户关系管理已经被提升到了一个非常重要的地位，成为了企业发展的重要研究课题。有效掌握客户的关键信息，了解、分析客户的需求，根据不同标准对客户进行细分管理，更好的掌握客户价值，针对不同生命周期的客户运用不同的客户管理策略等，加强客户的管理和维系，提高客户的满意度和忠诚度，最终实现企业利润的提升。 本文作者目前担任一汽丰田4S店（4S，即整车销售Sale、零配件Spare part、售后服务Service、信息反馈Survey）客户服务部主管，故本研究论文以一汽丰田(一汽丰田，简称FTMS)4 S店的客户关系管理为案例进行研究分析，首先介绍了本文会应用到的相关的客户关系管理的理论知识，对当前汽车4S店的客户关系管理应用情况进行分析，以一汽丰田4S店为案例，介绍了一汽丰田4S店客户关系管理的应用和发展现状，分析了一汽丰田4S店在客户关系管理方面存在的问题和不足，并结合4S店的特点和消费者购买行为特征，通过客户价值、客户生命周期、重点客户管理等管理分析工具进行客户关系管理分析，针对发现的这些问题，提出相应的改善方案。希望通过本文的研究，能够发现一汽丰田4S店现阶段在客户关系管理方面存在的问题，并能够给出建设性的解决方案，加强客户关系管理体系，提高客户的满意度和忠诚度。
英文摘要：	In the modern enterprise, the customers are the key to the success of enterprises capital, strengthen customer retention, enhance customer satisfaction and loyalty, and are the enterprise to maintain long-term development important condition. Now, both in Europe and the United States and Asia, multinational companies or private small and medium-sized enterprises, all in pursuit of customer satisfaction for the enterprise is one of the goals of. From the past, think only of first-line service or customer service personnel need to customer satisfaction for the whole company, has been transformed into a serious efforts must be made to the important direction of management. In today's automotive industry, customer relationship management has been elevated to a very important position, has become the enterprise development the important topic. Effective customer master key information, analysis, understanding customer needs, according to different standards for customer segmentation management, a better grasp of customer value, according to different life cycle customer use of different customer management strategies, strengthen customer management and maintenance, to improve the customer satisfaction and loyalty, and ultimately promote the profit of enterprise. In this paper the authors present as FAW Toyota 4S shop customer service supervisor, therefore this research papers to the FAW Toyota ( FTMS ) 4 S shop customer relationship management as a case study analysis, this thesis will be applied to the associated with the customer relationship management theory of knowledge, the current auto 4S shop customer relationship management application situation analysis, FAW Toyota to 4S shop as an example, introduces the FAW Toyota 4S customer relationship management application and development situation of FAW Toyota, 4S shop in customer relationship management problems and deficiencies, and combined with the 4S store characteristics and consumer behavior characteristic, through customer value, customer life cycle, customer management analysis tool for analysis of customer relationship management, for the discovery of these problem, put forward the corresponding improvement scheme. Hope that through this study, can be found in the FAW Toyota 4S shop in the present stage of customer relationship management problems, and provides constructive solutions, enhance customer relationship management system, to enhance customer satisfaction and loyalty.
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