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论文编号：	873
作者编号：	2120062160
上传时间：	2008/12/11 13:06:13
中文题目：	W国际贸易公司客户关系管理研究
英文题目：	the CRM research of W internat
指导老师：	李东进
中文关键字：	W国际贸易公司 客户关系管理
英文关键字：	W international trade company
中文摘要：	随着我国加入WTO，企业面临的市场竞争日益加剧，原先“以产品为中心”的生产观念快速地向“以客户为中心”的市场观念转变，客户成为众多企业竞相追逐的目标，客户资源也就成为企业核心竞争力的集中体现。因此，实施客户关系管理是企业获取持续竞争优势的有效途经和手段。 客户关系管理的目标是培养、维持并增进客户的满意度和忠诚度，创造并提高客户价值，发展并保持与客户长期、稳定的互利关系。在我国进出口贸易企业中，客户关系管理的理念己经逐渐地为企业所接受,许多企业已经开始实施。但目前来看,客户关系管理的真正作用在企业中并未完全体现出来。如何让客户关系管理落到实处，通过什么样的策略改善目前公司的客户关系管理现状，将成为我们关注的焦点之一。 本文共分六章，在第一章绪论中介绍了研究的目的和意义；在第二章中阐述了客户关系管理理论的产生、发展、定义、特点、作用以及客户细分理论、客户满意理论和客户忠诚理论，这些是本文进行研究的理论基础；第三章在分析W国际贸易公司自身特点的基础上，运用客户关系管理理论重点阐述了W国际贸易公司实施客户关系管理的必要性和可行性，为后面几章的论述打好基础；第四章主要针对W国际贸易公司这一特定企业，分析其面临的形势，目前客户关系管理的现状以及客户关系管理过程中存在的问题，为下一章的论述做好铺垫；紧接着在第五章W国际贸易公司客户关系管理对策中，提出利用客户关系管理理论改善企业现状，使企业克服困难，提出解决W国际贸易公司客户关系管理问题的原则，从人力资源、企业文化、组织架构和财务管理四个方面论述了实施客户关系管理的保障；第六章对全文进行了归纳和总结。 本文从理论与实践相结合的角度，对W国际贸易公司的客户关系管理进行了研究，并提出颇具操作性的实施建议，希望能对我国进出口贸易企业具有一定程度的借鉴意义。
英文摘要：	With China join in WTO, enterprise face with the intensifying competition, the original “product-centric” to the rapid concept of “customer-centric”, as clients become the Pursued goal of many enterprises, customer resources has become the centralized display of enterprise core competitiveness. So it is the effective way and method to put the customer relationship management in practice for the enterprise to get the permanent development. The targets of CRM are to maintain and promote customers’ satisfaction and faithfulness, create and increase customers’ worthiness, develop and maintain long-term steady and mutually beneficial relationship with customers. In our international trade companies, the concept of customer relationship management have been gradually accepted by enterprises, many enterprises have begun to implement. However, judging from the current situation, we hold that customer relationship management does not fully reflect the real effect. How to really play the roles of customer relationship management, what kind of strategy to implement to improve the current enterprise customer relationship management situation, which have become the focus of our attention. There are six chapters in this paper. In chapter one I point out the background and meaning of the study; in chapter two I introduce in detail the origin, the development, the concepts, the characters, the function of the customer relationship management theory and the theory of the customer classify, the customer satisfaction, the customer loyalty. All these are the theory bases of this paper. In chapter three, I mainly study the necessity and feasibility of the implement of customer relationship management in W international trade company, making use of the theory of the customer relationship management on the base of the analysis of self-characters. In chapter four, I analyze the current situation of the company and point out the problem, making the way for the subsequent study. Aiming at these problems, I put forward the strategy to improve the customer relationship management situation of the company from the human resource, the enterprise culture, the organization structure and the finance management; in chapter six I make a conclusion for the paper. This paper analysis CRM of W international trade company from both theory and practice aspects, meanwhile puts forth a fairly workable proposals for its implementation, hoping it can be of significance to international trade industry to a certain extent.
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