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论文编号：	7750
作者编号：	2120132705
上传时间：	2015/12/4 16:26:29
中文题目：	在华德国S公司国际物流大客户关系管理研究
英文题目：	The research on international logistics key account relationship management of Germany S Company
指导老师：	周建
中文关键字：	大客户；物流；大客户关系管理；价值提升
英文关键字：	Key account；Logistics；CRM；Value promotion
中文摘要：	随着经济全球化态势的发展，世界格局相对稳定，经济蓬勃发展，国际间的商品、物资流转频繁，国际物流企业发展空间越来越大，竞争也越来越激烈。如何在市场中抢占先机，赢得更大的利润成为了S公司发展的重大研究课题。客户是企业发展生命线，而具有稳定的大客户群体更是企业长足发展的不竭动力。通过“二八定律”分析可知资源多掌握在20%的客户手中，因此，对S公司发展而言，如何管理好、服务好大客户的物流需求，是S公司发展的关键。 本文从大客户关系管理入手，通过服务营销、客户关系管理、大客户的识别与管理、SWOT分析等方法研究S公司的市场环境、公司优势、劣势、挑战和机遇。通过对S公司的发展现状、大客户关系管理中存在问题的分析及成因进行分析，准确的把握S公司发展的大客户关系管理发展的动态，并且提出切实可行的对策，以提升S公司大客户关系管理的实力。 本文通过五个章节的内容进行阐述。第一章，介绍了本文的写作背景和研究目的和意义，国内外文献综述以及研究的目的和方法。第二章，介绍一些基础理论，为分析S公司在大客户关系管理中的最佳途径奠定基础。第三章,通过介绍S公司中国市场的大客户关系管理现状，竞争环境和管理问题，准确的把握S公司的发展规律，为S公司大客户关系管理对策的引出做出铺垫。第四章是分析S公司国际物流运输的大客户关系管理存在问题的成因，以独特的管理视角，从三个方面深刻的分析了S公司大客户观管理的问题成因。第五章分析了S公司大客户管理存在问题的对策，从优化大客户筛选，构建专门的全球客户服务体系，服务客户人员素质提升及完善专门的大客户服务体系等方面进行系统化阐述。最后对本文进行总结。 大客户关系管理是企业发展的重要研究方向，在企业中掌握重要资源的一般是企业客户的少数因子，20%的客户却能左右企业80%的利润来源，因此，管理大客户关系是关系S公司生存的关键。通过本文对S公司大客户关系管理的研究，能够给我国本土化的国际物流公司提供一些客户关系管理的借鉴。本文共图10幅，表3个，参考文献43篇。
英文摘要：	With the development of economic globalization the world pattern is relatively stable and the economy is booming. Since the international commodity and material flow is frequent the international logistics enterprise has more development space than before while facing fierce competition. How to grasp the initiative in the market to win more profits has become a major research topic in the development of S company. Customer is the lifeline of enterprise development and it is a constantly engine to won a stable key account customer base. By analysis of "The 80/20 Rule" the resources is grasped in the hands of 20% of customers. Therefore, for the development of S company it is the key factor for how to manage and service well key account customer in logistics. This paper describes from the key account relationship management and analyze by the service marketing, customer relationship management, key account customer identification and management, the SWOT analysis to study the market environment of the S company, company strengths and weaknesses, challenges and opportunities. By the research of S company’s current development situation and existing problems and causes of key account customer relationship management (CRM) to conclude accurately the dynamic of key account customer relationship management’s development and put forward the feasible improvement measure to enhance the strength of the key account customer relationship management (CRM). This paper includes five chapters in total. The first chapter introduces the writing background and research purpose and significance for this article as well as literature review and research at home and abroad. The second chapter introduces some basic theories for analyzing S company in the key account customer relationship management in the best way to lay the foundation. The third chapter knows well the development regularity of S company and lead to improvement measures for S company on key account relationship management by introducing the status quo of S company’s key account customer relationship management, the competitive environment and the management problems. The fourth chapter analyzes profoundly the cause of the big customer relationship management problems of S international logistics company with unique management perspective from three aspects. The fifth chapter analyzes the S company’s key account customer management improvement measures from optimization of key account customers, building a special global customer service system, customer service personnel quality improvement and improving the specialized key account customer service system systematically, etc. Finally summarizes the whole article. Key account customer relationship management is an important research direction of enterprise development. In the enterprise the key account customers contribute most important resources of profit. General speaking, 20% of customers can generate about 80% of profit. Therefore, it is the key factor to manage key account customer relationship. We hope it can provide some reference on key account relationship management for the local international logistics companies by the research of S company. In this paper consist of 10 figure, 3 table and 43 references in total.
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