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论文编号：	6737
作者编号：	2120122794
上传时间：	2014/12/5 15:34:31
中文题目：	BH公司基于客户细分的客户关系管理研究
英文题目：	Customer Relationship Management in BH Company’s Application based on Customer Segmentation
指导老师：	张永强
中文关键字：	客户价值；平衡计分卡；客户细分；风险管理；客户关系管理
英文关键字：	Customer Value; Balanced Score Card; Customer Segmentation; Risk Management ; Customer Relationship Management
中文摘要：	在出口疲软，国内需求萧条的大背景下，市场竞争的压力越来越重的压在了每一个企业经营者的肩上。以客户资源作为核心竞争力的战略思想无可厚非的占据了主导地位，对作为战略工具的客户关系管理也越来越受到各方的青睐。企业的生存与发展与客户的合理取舍以及潜力的开发和持续保有紧紧的联系在一起。客户关系管理越来越多的影响到企业战略的制定与实施，在企业的经营管理中扮演越来越重要的角色。众多企业意识到想要获得和保持竞争优势，就要与特定的客户长期保持良好的合作关系。如何甄别出此类特定客户，提高其当前价值，挖掘潜在价值和发挥口碑价值，就成为企业今后活动的重中之重。本文在理论研究方面就客户价值、客户细分和客户关系管理进行了简要的回顾和论述。以此作为重要的理论依据对BH公司进行了SWOT和五力分析、并深入的分析了公司客户关系管理现状;论述了公司基于客户价值的客户细分思路和方法,并阐述了BH公司对于细分客户运用不同的管理策略，以及具体实施细节。最后阐述了在客户关系管理实施过程中风险的控制以及如何运用平衡计分卡评估客户关系管理实施的有效性。本文成文的目的是想通过对BH公司CRM改进的研究，使公司能够与目标客户建立长期、稳定的双赢合作关系，改善BH公司目前的竞争地位。同时也希望对相关企业实施 CRM 起到一定的参考和借鉴作用。
英文摘要：	With weak exports and domestic demand depression, the pressure of market competition is heavier and heavier on the shoulders of every entrepreneur. Customer resources occupies the dominant position as the core competitiveness of strategic thought, CRM as a strategic tool is becoming more and more popular in anywhere. The survival and development of the enterprise, the client's reasonable acception or rejection,continuous keeping and potential development are tightly linked together. CRM has more and more influence to the enterprise strategy formulation and implementation, and plays an increasingly important role in operation and management of the enterprise. Many enterprises realize that be with certain customers keep long-term good relations of cooperation is the key to gain competitive advantage. How to identify such a particular customer, improve its current value, potential value and Public Praise Value, becomes the most important activities to the enterprise. This paper is briefly review and discusse theory research of customer value, customer segmentation and customer relationship management (CRM). This paper has carried on the SWOT, Five Forces Analysis, and in-depth analysis of the current situation of customer relationship for BH company, relate the thinking and methods of BH company for customer segmentation based on customer value, and discusses the BH for segmenting customers use different management strategies, as well as the specific implementation details. Finally this paper elaborates the risk control in the process of CRM implementation and how to use the BSC to evaluate the effectiveness of the CRM. The study on the improvement of CRM at BH is of help to establish long term and mutual beneficial relationship between enterprises and customers, therefore the thesis can act as a guild for enterprises related to implement CRM.
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