LS邮政分公司客户关系管理研究

发布时间：2018-05-16 10:14

本文选题：邮政企业 + 客户关系管理　；参考：《青岛大学》2017年硕士论文

【摘要】：20世纪90年代以来,随着全球经济一体化、信息技术和互联网技术的迅速发展,整个世界进入了知识经济时代,在此背景下,中国邮政的外部环境发生了很大变化。从1998年开始实行的邮政、电信分开经营开始,中国邮政的体制改革十年间经历了邮电分营、政企分开、内部重组三个阶段,至2015年10月底,中国邮政净资产由分营时的928.3亿元增至2741.3亿元,企业管理水平不断提升。在市场竞争越来越激烈的现实环境下,通过提高客户满意度和忠诚度来维护好与客户间的关系,能够充分提高企业的核心竞争力。本文以LS邮政分公司为研究对象,使用理论分析和现实对比相互结合的方法,分析了LS邮政分公司客户关系管理开展的现状,利用现代客户关系管理的理论知识,指出了LS邮政分公司目前在客户关系管理中存在的不足。在综述国内外相关文献资料的基础上,结合时代背景,论证了客户关系管理的内涵和意义,围绕内涵出发论证了深入实施客户关系管理理念的做法,一是建设LS邮政客户关系管理系统,利用信息科学技术,实现市场营销、大客户资源管理的信息化、系统化;二是改进LS邮政分公司大客户管理的水平,建立大客户分级分类管理体系,巩固“一心一意为客户服务”的转型发展理念,提高服务能力和水平,全面提高大客户的满意度和忠诚度;三是强化基础客户管理,壮大基础客户规模;四是实施综合营销队伍转型,进一步深化LS邮政营销体系建设,努力打造高绩效的综合营销团队,不断提高市场营销水平;五是结合“互联网+”开展微信社群营销,并对微信客户建档;六是加快实施基础客户大数据战略,利用大数据信息系统在邮政全业务的客户数据整合领域实现突破,实现8大专业业务数据与基础地址库整合。本文研究可为LS邮政分公司提升客户关系管理水平提供帮助和参考。
[Abstract]:Since 1990s, with the rapid development of global economic integration, information technology and Internet technology, the whole world has entered the era of knowledge economy. Under this background, the external environment of China Post has changed greatly. From the beginning of the separate operation of postal services and telecommunications in 1998, the reform of the postal system in China has gone through three stages, namely, the separation of posts and telecommunications, the separation of government and enterprises, and the internal reorganization, until the end of October 2015. The net assets of China Post increased from 92.83 billion yuan to 274.13 billion yuan. In the realistic environment of increasingly fierce market competition, the core competitiveness of enterprises can be fully improved by improving customer satisfaction and loyalty to maintain the relationship with customers. This paper takes LS Post Branch as the research object, using the method of combining theory analysis with reality contrast, analyzes the current situation of LS postal branch customer relationship management, and utilizes the theory knowledge of modern customer relationship management. The deficiency of LS Postal Branch in customer relationship management is pointed out. On the basis of summarizing the domestic and foreign literature, combining with the background of the times, this paper demonstrates the connotation and significance of customer relationship management, and demonstrates the practice of carrying out the concept of customer relationship management deeply around the connotation. First, to build a LS postal customer relationship management system, to use information science and technology to realize the informationization and systematization of marketing and major account resource management; and second, to improve the level of major account management in LS postal branch. To establish a classified and classified management system for major customers, to consolidate the transformation and development concept of "single-mindedly serving for customers", to improve the service ability and level, and to comprehensively enhance the satisfaction and loyalty of major customers; third, to strengthen the management of basic customers, Fourth, implement the transformation of comprehensive marketing team, further deepen the construction of LS postal marketing system, strive to create a high performance comprehensive marketing team, and constantly improve the level of marketing; The fifth is to carry out community marketing of WeChat with "Internet" and file WeChat customers; sixthly, to speed up the implementation of the big data strategy of basic customers and to make use of big data information system to achieve a breakthrough in the field of customer data integration in the whole postal service. Implementation of 8 major professional business data and basic address base integration. This study can provide the help and reference for LS Post Branch to improve the level of customer relationship management.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F616;F274

【参考文献】