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论文编号：	6733
作者编号：	2120123048
上传时间：	2014/12/5 14:35:20
中文题目：	A外贸公司客户关系管理策略研究
英文题目：	Customer Relationship Management Strategy Study in Foreign Trade Company A
指导老师：	许晖
中文关键字：	中小型外贸企业；客户关系管理；客户满意度；顾客忠诚度
英文关键字：	Small and Medium foreign trade enterprises; Customers relationship management; Customer satisfaction; Customer loyalty
中文摘要：	近些年来，网络经济快速发展，信息技术日新月异，传统商业模式已不能适应时代的需要，很多传统模式发生了革命性的变化。产品和服务等商品化严重，且越来越趋同，企业很难找到独一无二的竞争优势。相对于以前，企业需要更多创新型的竞争力。在全球化的今天，如何在市场竞争中更有效的获取客户成为重中之重，也是企业竞争能力的重要体现。赢得和吸引新的客户，以及如何保持和留住老的客户是企业存在的基础，也是企业发展壮大的根基。为了在竞争白热化的市场中保持持续的竞争力，我们必须积极培养和造就长久牢固的客户关系。也就是说，企业应将客户作为一种战略资源，并进行有效的运作和管理，使之成为企业的宝贵财富。在我国的外贸体系中，中小型外贸企业的地位不可小觑，举足轻重。信息化和全球化的今天，他们面临的机遇和挑战史无前例。怎么样才能管理好客户，形成良好的客户关系是企业不可回避的话题。在整个外贸企业中，轮胎行业是国家的基础行业之一，占据较大比重。本文以轮胎出口企业A外贸公司为样本探讨如何进行客户关系管理。本文首先介绍了中国外贸行业的基本状况，面临的困难，从而引申出外贸企业进行客户关系管理的必要性。之后，对相关的理论作了简要回顾，然后细化到中小型外贸企业，介绍了中小型外贸企业的发展现状、对竞争环境进行了SWOT分析，从而引申出这些企业的客户关系的管理现状。同时，本文以A外贸公司为例，对其客户关系管理存在的问题进行了具体问题具体分析。然后重点研究了A外贸公司客户关系管理的实施策略。本文从四个方面进行了实施策略分析，即客户满意度策略和客户忠诚度策略、客户抱怨管理策略、外贸交易的信用风险管理策略。最后，本文提出了适用于中小型外贸企业的客户关系管理的几个关键环节，使得实施措施有章可循，避免走弯路。本文还提出了进行客户关系管理的保障环节，从理念、技术和流程改造方面更好的落实实施策略。本文的研究和探索立足理论，结合实际，对于指引我国外贸行业转变经营理念、增强竞争力、适应市场发展的潮流有一定的指导意义。
英文摘要：	In recent years, the Internet economy is in rapid development, and information technology develops quickly. The traditional business model cannot meet the needs of the times. A lot of the traditional model has changed revolutionarily. More and more products and services are commercialized. They are becoming more and more similar with each other. It is difficult to find a unique competitive advantage. Compared with the past, companies need more innovative competitiveness. In today’s globalized world, how to acquire customers more effectively becomes the most important issue in the market. It is also an important manifestation of the competitiveness of enterprises. Win and attract new customers, and maintain and retain old customers are not only the basis of enterprises existence, but also the roots of business development and growth. In order to maintain the competitive edge in face of intense market competition, we must actively cultivate and foster a strong and long-term customer relationship. In other words, companies should treat customer as a strategic resource, and effectively operate and manage, making it a valuable corporate asset. In China's foreign trade system, the position of small and medium sized foreign trade enterprises should not be ignored. They are very important. With the rapid development of Information technology and globalization, they face unprecedented opportunities and challenges. How can we manage customers, and create a good customer relationship is the unavoidable topic of each company. Throughout the foreign trade enterprises, the tire industry is one of the country's basic foreign trade industries, accounting for a large proportion. This thesis take Company A as an example explore how to manage customer relationship management. The author first introduces the basic situation of China's foreign trade sector; the difficulties faced by foreign trade enterprises thus come out of the necessity to conduct customer relationship management. After a brief review of the relevant theories, it comes to the small and medium sized foreign trade enterprises. The author introduces the development of small and medium sized foreign trade enterprises, and carries out a SWOT analysis of the competitive environment, which gives rise to the status of management of these enterprise customer relationships. Meanwhile, by case study of Company A, the author conducts a detailed analysis of specific problems of its customer relationship management problems. Then focus on the implementation of the Strategy of customer relationship management. The author introduces four aspects of the implementation of the policy analysis, which is customer satisfaction strategy and customer loyalty strategy, customer complaints management strategy, credit risk management strategies of foreign trade transactions. Finally, this paper presents several key aspects of customer relationship management for small and medium foreign trade enterprises, making rules to implement measures to avoid detours. This paper also proposes insurance for customer relationship management areas, with better implementation of the concepts, technologies and process improvement implementation strategies. This study bases on research and exploration of the theory with reality. It has a certain significance of China's foreign trade industry for changing philosophy, enhancing competitiveness and adapting to the trend of market development.
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