ABC服装公司客户关系管理的优化研究

发布时间：2018-06-30 05:08

本文选题：ABC公司 + 客户关系管理　；参考：《东华大学》2017年硕士论文

【摘要】：随着经济全球化和一体化的发展,企业的生存和发展越来越依赖于客户资源,企业的经营理念也发生了巨大的转变,从过去的“以产品为中心”转向现在的“以客户为中心”了。客户关系管理理论已成为企业吸引客户,保留客户的管理方法。对于日益严峻的外贸出口企业而言,市场竞争日益激烈,而产品和服务的同质化越来越严重,买家的要求却在不断的加强和严苛。因此,外贸出口企业正面临客户资源稀缺的问题,企业要想可持续的良性发展,需要不断的开发新客户和维护好现有的优质客户。客户关系管理的研究不仅对我国外贸企业具有重大意义和价值,而且有着极大的迫切性和必要性。ABC公司是一家外资进出口贸易公司,经过近20年的发展,存在着如何管理和增强客户关系管理的不足之处,本论文将ABC公司作为研究对象,首先对ABC公司的基本情况做了一个大概的陈述,然后分析了ABC公司客户关系管理现状,通过问卷调查和访谈调查的分析,找出了ABC公司客户关系管理存在的问题。在这基础上,提出了解决ABC公司客户关系管理问题的方案,最后从制度保障,人才保障,技术保障,组织保障等方面来提出优化的保障措施。本论文将客户关系管理的理论应用到ABC公司的CRM系统建立中,对提高我国外贸出口企业的客户关系管理水平提升有实际意义,本文的研究成果也可为外贸企业管理客户关系提供一些借鉴。
[Abstract]:With the development of economic globalization and integration, the survival and development of enterprises are more and more dependent on customer resources, and the business philosophy of enterprises has changed greatly. From "product centered" to "customer centered", the theory of customer relationship management has become an enterprise to attract customers and keep the management of customers. Methods. For the increasingly severe export enterprises, the market competition is increasingly fierce, and the homogenization of products and services is becoming more and more serious, but the requirements of the buyers are constantly strengthened and harsh. Therefore, the export enterprises are facing the problem of the scarcity of customer resources, and the enterprises need to develop new customers constantly to develop the sustainable and benign development. The research on customer relationship management not only has great significance and value to our foreign trade enterprises, but also has great urgency and necessity..ABC company is a foreign import and export trading company. After nearly 20 years of development, there is a shortage of how to manage and enhance customer relationship management. This paper takes ABC company as the research object, first makes a general statement about the basic situation of ABC company, then analyzes the current situation of ABC company's customer relationship management. Through the analysis of questionnaire survey and interview survey, it finds out the existing problems of the customer relationship management of the ABC company. On this basis, it puts forward a solution to the customer relationship management of the ABC company. In this paper, the theory of customer relationship management is applied to the establishment of the CRM system of ABC company, which has practical significance to improve the customer relationship management level of our foreign trade export enterprises, and the research results of this paper. It can also provide some reference for foreign trade enterprises to manage customer relationship.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.86

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