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论文编号：	8815
作者编号：	2120142631
上传时间：	2016/12/8 19:44:41
中文题目：	T公司客户关系管理研究
英文题目：	Research on Customer Relationship Management of T Company
指导老师：	任星耀
中文关键字：	客户关系管理，涂料，T公司
英文关键字：	CRM, coatings, T Company
中文摘要：	随着经济的发展，技术的革新和人民生活水平的提高，人们对于色彩、质感、环保等的要求精细化，使得涂料成为一个专业的细分市场。2014年全球对于涂料的需求达到4300万吨，年销售额1300亿美金。与此同时，该行业的竞争也变得非常激烈，全球涂料100强的企业占到全球涂料总收入的79.41%；全球前10强涂料企业占全球涂料销售额46.55%。如何在如此激烈的竞争市场中保持良好的增长，是每家涂料企业思考的主题。传统的制造业公司更多的关注产品和工厂自身管理，关注客户不足，未能深入挖掘客户管理带来的价值。而客户关系管理可以有效的提升传统制造业在这方面的不足。客户关系管理关注客户收益率的最大化，通过客户关系管理与客户建立长期有效的业务关系，在与客户的每一个“接触点”上都更加接近客户，深入全面了解客户需求，企业和客户通过建立双方良好信任和互惠合作关系从而最大限度地增加企业和客户的利润和可持续发展能力。本文首先对于客户关系管理相关理论进行了梳理，同时对T公司客户关系管理现状做了深入的分析和研究，结合汽车涂料市场的竞争状况，找出T公司在客户关系管理中存在的问题。随后提出T公司客户关系管理提升建议。这些措施包括：改进T公司汽车客户的区分，建立“动车组”模式客户群，改善与拓宽和客户的接触点管理，实施接触点的“倍增计划”和“距离缩减计划”，建立核心汽车客户一对一纵向服务模式。同时在T公司建立客户关系管理系统，实现与供应链管理的高度集成，利用移动互联网和大数据提升企业的服务效率和服务水平，利用这个平台为“动车组”客户群提供信息保障。论文最后阐述了T公司客户关系管理提升方案的保障措施。从内部组织调整、文化建设和员工激励等多个维度制定组织保障措施，同时介绍了T公司的客户驱动型质量管理体系，并将客户关系管理纳入到质量管理体系的持续改进中，确保客户关系管理在T公司的成功导入和持续的改进。
英文摘要：	With the development of economy and improvement of people’s living standard, the demand about color, texture and environment makes coatings become a dedicated market segment. In 2014, the demand of global coatings was about 43 million tons, and the value was about 130 billion dollars. Meanwhile, the competition is very fierce in this field. The sales of top 100 coatings companies occupied 79.41% in the total coating market; the sales of top 10 coatings companies occupied 46.55% in the total coating market. How to keep sustainable development in the fierce competition market is a hard nut to crack for the companies in the coating industry. Traditional manufacturing companies mainly focus on product and plant management. Customers are not be cared much and customer value was ignored. But customer relationship management (CRM) can fill up the gap. CRM focuses on the maximization of customer profit; the enterprise should build the long-term and good relationship with customers on each “touch point” to know the true customer demand. By building mutual trust and collaboration, both enterprise and customer’s profit can be increased. The ability of sustainable improvement will also be strengthened. This paper reviews the literature of CRM, makes an analysis on T company CRM status, and finds opportunities from competitive automotive coatings market. Then suggestions of improving CRM for T company are generated. These solutions include: appropriate customer segment, setting up customers group by “Motor Train Unit” model, enhancing the customer contact point management, and carrying out the one to one service model for key customers. At the same time, CRM system will be set up in T company to realize SCM integration. The enterprise service level and productivity can be enhanced by the application of internet and big data. The integrated system can provide good information to “Motor Train Unit” customer group. At last, this paper discusses the guarantee on improving CRM from organization change, culture building, and motivating employees. T company’s customer-driven quality management system had also been introduced. CRM should be included in the continuous quality management system.
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