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论文编号：	4984
作者编号：	2220090941
上传时间：	2013/2/26 15:00:44
中文题目：	中国洁净室企业的客户关系管理策略研究:以YC公司为例
英文题目：	A Study on the Client Relationship Management Strategy of Clean-room Company in China: Case-Study of YC Company
指导老师：	申光龙
中文关键字：	洁净室；客户关系管理；一对一营销；客户资产
英文关键字：	Cleanroom; Client Relationship Management; One to One Marketing; Client Equity
中文摘要：	本研究首先介绍了中国洁净室行业发展的背景、现状及未来发展趋势，并进而研究了中国洁净室企业客户关系管理中存在的诸多问题，特别是理念及策略问题；针对这些问题，大量收集了近年来有关领域的研究成果，并进而进行深入分析及扎实论证，得出结论。本研究将利用客户关系管理、客户资产等理论工具对洁净室企业的客户关系管理进行研究，并结合YC公司客户关系管理的案例，探索建立YC公司的客户关系管理策略，以期促进YC公司的持续发展。本研究认为中国洁净室企业应以与客户建立长期稳定的利益关系，营造良好的经营环境，超越品牌塑造，传递客户价值，以积累客户资产为出发点来制定和实施洁净室企业的客户关系管理策略。本研究的主要研究成果包括三个方面：第一，提出了基于客户资产运营的YC公司的客户关系管理框架。结合对中国洁净室企业的行情分析，本研究认为YC公司应以与客户建立长期稳定的利益关系，营造良好的经营环境，超越品牌塑造，传递客户价值，以积累客户资产为出发点来制定和实施洁净室企业的客户关系管理策略。第二，分析了YC公司的客户定位与需求，并着重从不同的角度论述YC公司客户的构成，同时提出客户管理的关键步骤，并强调客户数据库作为客户关系管理有效执行重要工具之一，不可或缺。第三，YC公司的客户关系管理框架的应用及实施步骤。从具体实施及保证措施角度做出分析，着重于不断提升客户价值，同时不断培育企业客户关系管理的能力：培育市场需求感知能力、整合客户数据库、建立组织保证机制、构建沟通渠道、提高客户资产运营能力。目前大多数洁净室行业的研究还处于传统营销阶段，本研究的主要创新之处在于对YC公司的客户关系管理策略的开发与创新之关注。同时，中国的洁净室行业发展历史比较短，同时又由于中国洁净室行业的独特性，关于中国洁净室企业客户关系管理的研究并不多，大部分仅限于营销的战术层面或个别问题的研究，而对洁净室企业客户关系管理策略的涉及极少，因此可以借鉴的研究成果也并不多；本研究更多地是作者基于在洁净室及相关行业中亲身参与洁净室市场的调查和研究中，尝试将客户关系管理理论运用于洁净室营销中，以建立长期、稳定的客户关系为重点；还有，本研究将客户资产与客户关系管理的结合研究，本身客户资产运营还处在定性分析阶段，所以可能存在诸多认识上的不足和值得商榷的地方。另外，由于中国洁净室市场的研究还处于调整阶段，很多企业还处在无序竞争时期，还缺乏对洁净室市场更为科学全面的调查，导致无法用更精确的数据来描绘洁净室市场，这都是本研究今后需要进一步解决的内容。总之，在新经济条件下，洁净室市场最终将走向成熟，市场需要从一个全新的视角进行整合。本研究将立足于YC公司的持续发展，以客户资产为导向，这种视角不再是局限于洁净室营销战术层面的整合。面对客户富于变化的、个性化的需求，企业为实现有效的经营，企业需要培育与客户的持久关系，以客户终身价值为导向，拓展由企业外部到内部的传播渠道，实现有效的双向对话式沟通，洁净室企业营销人员从客户和潜在客户的信息来挖掘和预估他们的需求，从而有依据的提升客户价值，进而提高客户忠诚，将客户资产有效运营，从而打造具有持久生命力的品牌形象，让客户构造健康有序的洁净室市场。因而YC公司客户关系管理策略的研究对中国洁净室企业的持久发展具有举足轻重的意义。
英文摘要：	Therefore, at the first, this study describes the history of Chinese clean-room industry, present situation and future development trends. Next, this research is trying to find and further summarizes the problems in the previous Client Relationship Management (CRM) practices in the Chinese clean-room company, especially in the corporate philosophy and strategy structure. And then to solve these problems, a large number of studies in the real cases combined with the guidance of the relative theory in the field were carried on by the researcher and her team. This study will apply client relationship management, customer equity and other theoretical tools into the study of CRM strategy. This research is also trying to take YC Company’s client relationship management as a case to probe into the feasibility the study resul. It is the most important that according case studies the research designed the new strategy of client relationship management of YC Company from a brand-new view of client equity. Also This study sugges that the YC Company should be with clients to establish long-term stability of the interest, create a favorable business environment beyond branding itself, delivery of cient value to the accumulation of cient equity as a starting point and at the end to develop and implement YC Company’s client relationship management which is the core of the study. The main findings of this study include three aspects: Firstly, it is the first time to raise client relationship management strategy based on client in clean-room businesses. Combined with client analyses of Chinese clean-room businesses, this study suggests that the YC Company should be with clients to establish long-term stability of the interest, create a favorable business environment beyond branding, deliver maximized client value, and accumulate client equity. And in this way, clean-room companies should develop and implement client relationship management strategy. Secondly, the basic emphasis on the YC Company’s client relationship management strategy is the analyses to the needs of clients, and this study brings up the management steps of key clients, and stresses the importance to establish client databases. Thirdly, this research is trying to construct the client relationship management framework of YC Company and then design its application and implementation steps. All these actions is aiming to focus on and improve client value, while continuing to cultivate business client relationship management capabilities: market demand for awareness cultivation, integrated database of clients, the establishment of organizational guarantee mechanism, building communication channels and improve management capabilities of client equity. Most of clean-room businesses are still operating traditional marketing tools; hence the main innovations of this research lie in the development of client relationship management strategy, based on client in clean-room businesses and new concern on client relationship. Chinese clean-room industry has short history of development, at the same time as the uniqueness of Chinese clean-room, clean-room products are not so much in Chinese market, most of the limited marketing of the tactical level, or individual issues research, and clean-room companies are less involved in the CRM strategy, so we can learn from the research results are not so much; this study based on more is my experiences in clean-room and related industries, and in the personal involvement in the clean-room market surveys and studies, try to apply the theory of CRM in the clean-room marketing to focus on building lasting client relationships; the same time this study was the first time the client assets in combination with the CSR research, client asset management is still ints qualitative analysis phase, So there may be lack of understanding and many are open to question. In addition, because of the Chinese clean-room market is still in an adjustment phase, many companies are still in the disordered competition period, but also the lack of clean-room market is more scientific and comprehensive investigations, resulting in more accurate data can not be used to describe the clean-room market, This is the study of the future need to further address the content. In short, under the new economic conditions, the clean-room market will be mature in the future, the market need to integrate a new perspective, rather than the manufacturing of a sales bubble era. This study will be based on sustainable enterprises development, client equity and will not be confined to the tactical level, only for sales performance and fast and high return on investment. In the trend, varied clients, individual needs come up and to achieve effective business operations, YC Company need to cultivate lasting relationships with clients, stress client’s lifetime value, take effective communication works from in to outside with clients and potential clients to tap the information and estimated their needs, which are based on enhancing client value, and to improve client loyalty, efficient operation of the client equity to build a lasting vitality of the brand image. The real purpose of this CRM strategy is to achieve effective client equity operation in order to create an enduring vitality of the brand image, so that clean-room companies could make long-term success. Of course, from a view from present clean-room industry, it could help clients out of disorderly market and develop a habit of frequent consumption of clean-room. Therefore, CRM strategy of YC Company has a significant meaning to their sustainable development.
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