D公司顾客关系管理研究

发布时间：2018-04-16 05:39

本文选题：珠宝 + 顾客关系管理　；参考：《中国地质大学(北京)》2017年硕士论文

【摘要】：2011年至今,中国的珠宝首饰消费额不断上涨,年消费额超过1000亿美元,中国的珠宝消费市场已超越日本成为全球第二。珠宝除了具有装饰佩戴的属性外,还具有投资的功能,因此,珠宝行业自改革开放以来受到广泛关注。本文的研究对象为D公司,该公司的主营业务是珠宝销售和首饰设计加工。宝石销售方面的产品有翡翠白玉、彩色宝石、钻石裸石、其他杂石、黄金首饰等;珠宝设计方面开展的业务有珠宝高端定制、珠宝加工镶嵌、首饰清洗维护等。创立之初,D公司采取以设计定制为主,原石销售为辅的经营模式,产品注重设计和品质,因此吸引了一批追求个性化产品的中高端消费群体。本文通过对国内外相关学术理论和研究成果的学习与总结,在文献调查法、比较研究法和定量分析等方法的基础上,发现了企业在顾客管理中出现的问题,主要体现在顾客信息收集不足、顾客分类管理混乱、各部门间的沟通不畅、市场和竞争对手的信息收集不及时、产品售后服务分配不合理、CRM系统未能充分利用等。本文以顾客关系管理、顾客价值理论、顾客满意度理论、顾客细分理论等方法为指导,研究分析了D企业的顾客关系状态,通过计算相关数据,得出产品的维系成本、合同额和毛利润之间的关系,审视企业在顾客关系管理中遇到的问题,其主要表现为,企业各部门之间缺乏有效的沟通平台,市场和顾客信息收集不畅通,CRM系统未得到充分利用和开发。本文假设企业的关键性经营指标之间具有某种相关性,通过一系列的数据验证,得出这种相关性的存在。最后,设计出解决D公司顾客关系管理问题的方案。本文所采用的理论依据,收集的相关数据,发现问题解决问题的思路,对于相似的生产服务型企业的营销运营,具有参考价值。
[Abstract]:China's jewellery consumption has risen to more than $100 billion a year since 2011, and China's jewellery market has overtaken Japan to become the second largest in the world.Jewelry not only has the property of decoration and wear, but also has the function of investment. Therefore, jewelry industry has received extensive attention since the reform and opening up.The research object of this paper is company D, whose main business is jewelry sales and jewelry design and processing.Gem sales products are jade white jade, colored gemstones, diamond bare stone, other miscellaneous stones, gold jewelry, jewelry design business to develop high-end custom jewelry, jewelry processing inlay, jewelry cleaning and maintenance, and so on.At the beginning of its establishment, company D adopted the business model of customizing the design and selling the original stone, and paid attention to the design and quality of the products, so it attracted a group of middle and high-end consumer groups pursuing the individualized products.Through the study and summary of relevant academic theories and research results at home and abroad, based on the methods of literature investigation, comparative research and quantitative analysis, this paper finds out the problems in customer management.It is mainly reflected in the insufficient collection of customer information, the confusion of customer classification management, the poor communication among various departments, the untimely collection of information from the market and competitors, the unreasonable distribution of product after-sales service, and the failure to make full use of CRM system.Under the guidance of customer relationship management, customer value theory, customer satisfaction theory and customer segmentation theory, this paper studies and analyzes the customer relationship status of enterprise D, and obtains the product maintenance cost by calculating relevant data.The relationship between contract amount and gross profit, examining the problems encountered by enterprises in customer relationship management, the main manifestation of which is the lack of effective communication platform between various departments of the enterprise.Market and customer information collection is not smooth CRM system has not been fully utilized and developed.This paper assumes that there is a certain correlation between the key business indicators of enterprises, and obtains the existence of this correlation by a series of data verification.Finally, the solution to the customer relationship management problem of company D is designed.The theoretical basis, the relevant data collected and the way to solve the problem are of reference value to the marketing operation of similar production and service enterprises.
【学位授予单位】：中国地质大学(北京)
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.8

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