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论文编号：	7027
作者编号：	2120122729
上传时间：	2014/12/10 12:03:10
中文题目：	中国联通客户关系管理及应用的研究
英文题目：	China Unicom Customer Relationship Management and Application Research
指导老师：	李东进
中文关键字：	客户关系管理；电信企业；营销；中国联通
英文关键字：	Customer Relationship Management; telecom companies; Marketing; China Unicom
中文摘要：	CRM(Customer Relationship Management)客户关系管理，被称为现代企业提高竞争力的利器之一，它既是一种管理思维，也是一种新管理体系和实施方法，还是一系列管理软件。随着国内通信市场逐步放开，虚拟运营商悄然诞生，加剧了电信市场的竞争。关系营销，一对一营销，数据营销，客户价值，客户生命周期，客户满意以及客户忠诚等，得到电信企业越来越多的重视，客户关系管理已经迎来翻开全新一页的历史机遇。 首先介绍了客户关系管理在中国联通的发展现状和制约因素。经过十年的建设，中国联通客户关系管理系统已经具备较完善的功能，但是由于成本因素，沟通因素，技术因素，制度因素，实施难度因素，效益因素等制约因素存在，从而制约了客户关系管理在中国联通的发展。 然后以中国联通为例，探讨了在中国联通客户关系管理的内容，并分别以电子化销售服务管理系统和综合服务系统为例，分析了客户关系管理的建设现状，系统特点，以及存在的缺陷和有待改进的地方。 最后讨论了客户关系管理在中国联通实施的保障，包括组织保障，实施团队保障，制度保障，技术保障等。组织保障包括获得高层领导的支持和各部门之间互相积极配合；一组交流顺畅，配合默契实施团队是实现完满的客户关系管理建设目的的基础和前提；客户关系管理系统的有效运作，软件系统只是起到一定程度的辅助作用，更重要的是相应的制度保障；技术保障需要关注：体系结构；服务器、主机、网络；运行环境；接口开放程度；客户关系管理的外延功能；安全保障；自定义功能的实现等。
英文摘要：	CRM(Customer Relationship Management)，is known as one of the powerful tools for the modern enterprises to improve competitiveness. It’s a management concept，a new management system and implementation method，and a series of management software. With the opening of the domestic telecom market, emerging virtual operators have intensified competition in the market. Relationship marketing, one-to-one marketing, data marketing， customer value, customer life cycle, customer satisfaction and loyalty get more and more attention from telecom enterprises. CRM ushered in a new page with historical opportunity. This paper introduces the development and restrictions of CRM in China Unicom. After ten years of construction, CRM system in China Unicom is in perfect function, but due to restricting factors like cost, communication, technology, policy, implementation difficulty, existence benefits etc. which restricts the development of CRM in China Unicom. In this paper， China Unicom， for example， discusses the telecom enterprise customer relationship management applications in China Unicom， respectively， electronic sales service management system and integrated service system， for example， analyzes the current situation of building customer relationship management， system features， and the presence of defects and areas for improvement. At the end this paper discussed the guarantee of CRM in China Unicom: organization guarantee, implement team guarantee, technology guarantee, etc. Organizational guarantee includes the support from the leaders and cooperation between departments. An implementation team with smooth communication and teamwork is the basis and precondition to realize the construction goal of CRM. The software system only plays a supporting role in the effective operation of CRM system, more importantly is the corresponding guarantee system. Technology guarantee needs attention: Architecture, server, host, network operating environment, interface, openness, extension function of customer relationship management, guarantee and custom functions.
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