捷普绿点公司客户关系管理研究

发布时间：2018-03-02 20:33

本文选题：客户关系管理　切入点：捷普绿点　出处：《天津工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：全球一体化的今天,残酷的市场竞争使得公司越来越深刻地意识到市场的竞争就是企业间争夺客户的竞争。企业要实现赢利就要依赖客户,想在竞争激烈的环境中生存并保持优势,就必须重视客户关系管理。然而,企业对于客户关系管理只是停留在表面,在很多方面还是存在着诸多不足,本文对客户关系管理理论进行了相关研究,以国外相关研究成果为基础进行了内容梳理,详细探索了制造业在客户关系管理方面的相关内容,对捷普绿点公司的案例进行了案例分析,采用部门一对一访谈的方式了解公司客户关系管理现状,以公司管理者的角度指出存在的问题并给出解决措施,同时,通过调查问卷的形式收集普通员工对客户关系管理的了解度和参与度,最终整理资料得出目前公司在客户关系管理方面存在的问题,主要体现在人事规划、生产运行、供应商管理和持续改善等方面,优化客户关系管理方案以准确把握客户相关信息,满足客户的差异化服务的基本需求,增强客户的满意度和忠诚度,从而在增强客户为服务中心基本理念的基础上提升服务效率,降低成本,为企业核心竞争力的提升提供保障,增强产品附加值,实现客户与企业互利共赢的基本目标,为公司的可持续发展提供保障。企业在客户关系管理方面要从企业文化变革、企业理念转变和组织业务优化等多方面进行,为企业的长期发展奠定坚实的基础,对企业提升竞争力,增强经营能力具有一定的理论及现实意义。
[Abstract]:With the globalization of the world, the cruel market competition makes the company realize more and more that the market competition is the competition among the enterprises. If the enterprise wants to realize the profit, it must depend on the customer. In order to survive and maintain the advantage in the competitive environment, we must attach importance to customer relationship management. However, enterprises only stay on the surface for customer relationship management, there are still many shortcomings in many aspects. This paper has carried on the related research to the customer relationship management theory, has combed the content based on the foreign related research results, has explored the related content of the manufacturing industry in the aspect of customer relationship management in detail. This paper analyzes the case of Jepper Green Point Company, uses one-to-one interviews to understand the current situation of customer relationship management, points out the existing problems from the perspective of the company manager, and gives the solutions, at the same time, Through the form of questionnaire to collect the understanding and participation of ordinary employees on customer relationship management, finally collate the data to get the problems existing in customer relationship management, mainly reflected in personnel planning, production and operation. In the aspects of supplier management and continuous improvement, the customer relationship management scheme is optimized to accurately grasp the relevant information of customers, to meet the basic needs of customers' differentiated services, and to enhance customer satisfaction and loyalty. Therefore, on the basis of enhancing the basic concept of customer as the service center, we can improve the service efficiency, reduce the cost, provide the guarantee for the promotion of the core competitiveness of the enterprise, enhance the added value of the products, and realize the basic goal of mutual benefit and win-win between the customer and the enterprise. To provide the guarantee for the sustainable development of the company. In the aspect of customer relationship management, the enterprise should carry on the transformation of corporate culture, the change of enterprise concept and the optimization of organization business, etc., which will lay a solid foundation for the long-term development of the enterprise. It has certain theoretical and practical significance for enterprises to enhance their competitiveness and enhance their management ability.
【学位授予单位】：天津工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.6

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