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论文编号：	5892
作者编号：	2120112600
上传时间：	2013/12/6 8:23:34
中文题目：	中国铁通沈阳分公司关系营销策略研究
英文题目：	A Practical Study of Relationship Marketing Theory on CTT Shenyang Branch
指导老师：	杜建刚
中文关键字：	关系营销，客户关系管理，中国铁通沈阳分公司
英文关键字：	CTT in Shenyang branch, Relationship Marketing, Customer Relationship Management (CRM)
中文摘要：	摘要 通信市场格局也发生了翻天覆地的变化，新兴设备和服务异军突起，从沈阳市通信市场来看今日的通信市场竞争格局更趋复杂。 关系营销是一种将客户的需求至于其他目标之上的一种营销方式，实行关系营销的企业以提高客户的满意度为最终目标，从而提升公司的行业影响。CRM系统通过对客户基础信息、消费信息、通信信息的收集和分析，以达到提升顾客保有率，积极开拓新市场、提升客户满意度和忠诚度，已达到公司同客户的双赢的目的。在关心客户体验的同时，关系营销同时也注重企业与其他通信运营商，代理商公司内部员工及公众的关系，是一种综合全面的现代化营销理念。 本文在铁通沈阳分公司的关系管理实施的基础上，结合关系管理中客户价值理论、PSET理论、SWOT理论以及其他关系营销相关理论对铁通沈阳分公司客户关系管理现状进行分析，总结得出如公司的责任不清，信息管理体制落后、员工工作积极性不高、客户划分不明确以及竞争对手的恶意竞争等问题，并就这些问题从企业与其他通信运营商，代理商公司内部员工及公众的关系不同的角度提出了相应的解决方案，使得铁通沈阳分公司将关系管理实施到位、更好的适应通信市场竞争的大环境，更好的服务于客户。
英文摘要：	Abstract Communications market structure has undergone enormous changes, new equipment and services have sprung from Shenyang communications market, today's communications market competition more complicated. Relationship marketing is the way to target the needs of customers on top of the other as a marketing approach, the implementation of relationship marketing companies to improve customer satisfaction as the ultimate goal, so as to enhance the company's impact on the industry. In terms of technology, CRM management system information stored in the data analysis in order to help companies better manage customers and, ultimately, keep old customers on the basis of the development of new customers, the development of large customers, improve customer satisfaction and loyalty, has been reached with the client company's win-win. In addition, the customer satisfaction and loyalty could be increased, thus the purpose of making profits could be achieved accordingly. At the same time concerned about the customer experience, while also focusing on business and government, competitors, distributors, and public relations, Relationship Marketing is a comprehensive modern marketing concept. The prototype of the paper is the implementation of the Relationship Marketing system of China Railcom Shenyang Branch. The current situation of this supporting aspects of the proscenium of the Relationship Marketing system of China Railcom Shenyang Branch is analyzed in this paper, based on the customer life cycle theory and customer value theory. We conclude several problems in the management, such as the customer division is incompact, the establishment of the management law is not clear, the flow of work is not free-flowing and the employers is not with passion. Moreover, some defects system of Relationship Marketing system are detected. At last, from the views of company, employer, customer and competitor, corresponding solving solutions has been proposed in regard to all the problems. China Railcom Shenyang Branch makes better able to adapt to the changing market environment, the relationship management put in place to better serve our customers.
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