中小企业客户关系管理应用研究

发布时间：2018-01-21 06:44

  本文关键词： 客户关系管理 中小企业 应用研究　出处：《新疆大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着社会的进步，，世界经济一体化的发展，企业间的竞争越来越激烈，传统的商业模式发生了根本性的变化，我们的企业特别是中小企业间竞争已经逐步由以“产品为中心”渐渐发展到了“客户为中心”。传统的粗放管理已经无法适应今天的企业发展方式，客户资源的流失带来的损失对企业来说是无法估量的，但是随着销售人员的忠诚度越来越低，客户关系管理在企业中的地位也越来越重要。我国中小企业在客户关系管理的应用上存在很多问题，如国内中小企业对CRM的认识不足；我国中小企业资金的匮乏；企业人员的素质相对较低；中小企业技术水平的制约等方面的原因，使我国中小企业的客户关系管理系统体系的发展一直是踟蹰不前。 客户关系管理可以有效的实现企业内外部信息的共享，协调企业内部各部门的行为，消除信息屏障，统一企业各部门之间对客户关系的认识，同时，客户关系管理中的客户不仅仅是一个单个的个体，也可能是与企业有贸易关系的实体企业，因此实施客户关系管理同样有利于企业与合作伙伴之间的信息共享，通过实施客户关系管理，有效管理客户关系生命周期，使企业与客户的合作关系不断深入和发展，并且通过一些新的业务模式扩大企业经营范围，及时把握市场机会，占领更多市场份额。
[Abstract]:With the progress of the society and the development of the world economic integration, the competition among enterprises is becoming more and more fierce, and the traditional business model has undergone fundamental changes. The competition among our enterprises, especially small and medium-sized enterprises, has gradually developed from "product-centered" to "customer-centered". Traditional extensive management has been unable to adapt to today's enterprise development. The loss caused by the loss of customer resources is incalculable to the enterprise, but as the loyalty of the sales staff becomes lower and lower. Customer relationship management is becoming more and more important in enterprises. There are many problems in the application of customer relationship management, such as the lack of understanding of CRM in domestic SMEs; Lack of funds for small and medium-sized enterprises in China; The quality of enterprise personnel is relatively low; The development of customer relationship management system of small and medium-sized enterprises in our country has been hesitant because of the restriction of technical level of small and medium-sized enterprises. Customer relationship management can effectively realize the sharing of internal and external information, coordinate the behavior of internal and external departments, eliminate the information barrier, and unify the understanding of customer relationship among different departments of the enterprise. The customer in customer relationship management is not only a single individual, but also a entity enterprise with a trade relationship with the enterprise, so the implementation of customer relationship management is also conducive to the sharing of information between the enterprise and its partners. Through the implementation of customer relationship management, the effective management of customer relationship life cycle, the business relationship between enterprises and customers continue to deepen and develop, and through some new business models to expand the scope of business. Grasp market opportunity in time, occupy more market share.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F276.3

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本文编号：1450760