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论文编号：	6098
作者编号：	2220110871
上传时间：	2013/12/31 15:59:46
中文题目：	云南永盛会计师事务所客户关系管理研究
英文题目：	The Research of Customer Relationship Management for
指导老师：	张永强
中文关键字：	会计师事务所 客户关系管理 客户满意 客户忠诚
英文关键字：	Certified Public Accountants, customer relationship management, customersatisfaction,customer loyalty
中文摘要：	营销就是和顾客做生意，是在管理有利润的客户关系。会计师事务所作为在会计市场上提供鉴证财务信息的可信性的中介企业，同样要遵循市场规律。若想要在市场竞争中保持优势，就必须进行客户关系管理，不断吸取有价值的客户，努力提高客户满意度和忠诚度。系统的、科学的客户关系管理可以有效解决云南永盛会计师事务所客户管理中存在的问题，并不断提升客户满意度、忠诚度。建立良好的客户关系管理体系，实现对客户资源的深度利用，是云南永盛会计师事务适应竞争环境、不断发展的必然选择。本文的主要内容有：第一章绪论，阐述了选题背景及意义、研究思路和研究内容结构。第二章客户关系管理相关理论，阐述并分析了客户关系管理的概念及作用、客户细分及客户满意度和客户忠诚度理论。第三章云南永盛会计师事务所客户关系管理现状，阐述了云南永盛会计师事务所成立背景与发展现状，分析了云南永盛会计师事务所客户管理的环境分析与管理目标，并对存在的问题进行了总结。第四章云南永盛会计师事务所客户关系管理的重点，分析了客户细分与客户服务过程管理情况、客户满意情况和客户忠诚情况等。第五章云南永盛会计师事务所完善客户关系管理的对策，在前四章分析总结的基础上提出了云南永盛会计师事务所完善客户关系管理的对策，即建立并完善客户信息综合管理系统、全员树立以客户为中心的客户满意策略、实施基于员工忠诚的客户忠诚度的提升。
英文摘要：	Marketing is a kind of act to do business with customers, and it is also to manage the profitable relationships between we and customers. As a trustworthily intermediaries which provide verification of financial information in accountant market, Certified Public Accountants also need to follow the rules of the market.If we want to assure our advantages in fierce market competition, we have to take Customer relation management,attract more valuable customers, enhance satisfaction and loyalty of customers constantly. Scientific Customer relationship management is going to help solve the problems of customer management in Yongsheng Certified Public Accountants efficient,and enhance satisfaction and loyalty of customers constantly. Establishing the good management system of customer relations, realizing the depth of the use of customer resources, this is the inevitable choice of Yunnan Yongsheng Certified Public Accountants to adapt to the competitive environment, to develop ceaselessly, and to become Bigger and stronger。The main content of the chapters in this paper：Chapterone, Introduction.（To introducing the background, significance, ideas and frameworks of this paper）Chaptertwo,The theories of customer relationship management.( To introducing and interpret the concepts and functions of customer relation management,theories of the customer segmentation,and the correlation theories of customer’s satisfaction and loyalty.)Chapterthree,The present situations of the customer relation management to the Certified Public Accountants.(To introducing the Background and present situation of Yunnan Yongsheng Certified Public Accountants,and analyzing the customer management environment and management objectives of Yunnan Yongsheng Certified Public Accountants.)Chapterfour,Emphasis on customer relationship management of Yunnan Yongsheng Certified Public Accountants(To analyzing the situations of customer segmentation,customer service,customer satisfaction and customer loyalty,etc.) Chapterfive,The solutions of Yunnan Yongsheng Certified Public Accountants of improving the customer relationship management.(To present the solutions that Yunnan Yongsheng Certified Public Accountants of improving the customer relationship management inthe basis of first four chapters, namely ,to establish and improve the integrated management platform of customer information,to confirm a strategy to make customers satisfied with “Customer in focus”, and to invite your customer to return on Staff Loyalty basis)
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