宁波HM公司海外客户关系管理策略研究

发布时间：2018-02-07 17:25

本文关键词： 海外客户客户关系管理客户忠诚度　出处：《浙江工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：外贸出口在我国国民经济中占有举足轻重的地位,对经济增长有着重要的支撑作用。为数众多的外贸企业不断地迈出国门,开创属于自己的市场与客户。在当今竞争从“以产品为中心”转移到“以客户为中心”的形势下,外贸企业都面临着如何管理好海外客户关系的问题。论文以HM公司为样本,对样本进行了详细的调研与分析,同时查阅大量有关著作,结合关系营销、客户价值、客户忠诚等相关理论对HM的海外关系进行了深入思考和设计,为HM公司的海外客户关系管理提供了一套可行的参考方案。论文提出,进行海外客户关系管理关系到公司组织架构的设计、市场与产品的重新定位。海外客户关系管理与一般客户关系管理的存在文化、语言、经济、时间、成本及人才的差异,必须针对这六大差异提出有效的处理策略方能使海外客户关系管理落到实处。此外,IT系统的设计也是成功实现海外客户关系管理的关键因素。本文的研究结论不仅适用于HM公司,给其他外贸企业也提供重要的参考价值。
[Abstract]:The export of foreign trade plays an important role in the national economy of our country and plays an important supporting role in the economic growth. To create our own market and customers. In the current competition from "product-centered" to "customer-centric" situation, foreign trade enterprises are faced with the problem of how to manage the overseas customer relationship. The sample is investigated and analyzed in detail. At the same time, a large number of related works are consulted, and the overseas relations of HM are deeply considered and designed based on the related theories of relationship marketing, customer value, customer loyalty, etc. It provides a set of feasible reference scheme for overseas customer relationship management of HM Company. This paper proposes that the overseas customer relationship management is related to the design of the organization structure of the company. Repositioning of markets and products. Differences in culture, language, economy, time, cost and talent between overseas customer relationship management and general customer relationship management, It is necessary to put forward effective strategies to deal with these six differences in order to make overseas customer relationship management come true. Besides, the design of IT system is also the key factor to successfully realize overseas customer relationship management. Applicable only to HM Company, To other foreign trade enterprises also provide important reference value.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F752.6

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