XY公司客户关系管理研究

发布时间：2018-02-10 12:53

本文关键词： 试验仪器行业客户关系管理核心竞争力　出处：《昆明理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着市场竞争的加剧,试验仪器行业面临着更为激烈的竞争,强化客户关系管理,已成为试验仪器公司求得生存与发展的必须。本文运用现代市场营销理论和客户关系管理理念,结合中外学者的研究成果,针对XY公司自身的经营情况,对XY公司目前客户关系管理的现状进行分析。指出目前XY公司客户关系管理方面的主要问题是客户分类没有客观标准,客户关系管理与销售不能紧密结合,并且没有真正与客户建立战略合作的关系。在此基础上,通过对公司发展的内外环境的分析,以及对公司客户价值的分析,总结出XY公司的主要竞争优劣势,针对XY公司实际情况,提出了公司客户关系管理体系需要一个更客观的客户分类标准,才能对不同的客户采取不同的销售策略。只有当销售数据和销售指标相结合,并且将客户关系的管理纳入销售人员的绩效考核中去,来检验客户关系管理的实际执行情况,这样才能真正体现客户关系管理给企业带来的益处。同时必须与客户建立战略合作伙伴的关系,才能维护客户的忠诚度,与客户建立长期的稳定的关系,才能使公司持续稳定发展等建议。希望通过本文的研究,使XY公司客户关系管理得到改善和提升,打造其试验仪器行业的核心竞争力。
[Abstract]:With the intensification of market competition, the test instrument industry is facing more fierce competition, strengthening customer relationship management, This paper applies modern marketing theory and customer relationship management concept, combined with the research results of Chinese and foreign scholars, aiming at the operating situation of XY Company itself. This paper analyzes the current situation of customer relationship management in XY Company, and points out that the main problem in customer relationship management of XY Company is that there is no objective standard for customer classification, and customer relationship management and sales cannot be closely combined. On this basis, through the analysis of the internal and external environment of the company's development and the analysis of the company's customer value, the main competitive advantages and disadvantages of XY Company are summarized. According to the actual situation of XY Company, this paper puts forward that the customer relationship management system needs a more objective customer classification standard, in order to take different sales strategies for different customers, only when the sales data and sales indicators are combined, And the management of customer relationship will be included in the performance appraisal of sales personnel to verify the actual implementation of customer relationship management. Only in this way can we truly reflect the benefits of customer relationship management to the enterprise. At the same time, we must establish a strategic partnership with our customers in order to maintain customer loyalty and establish a long-term and stable relationship with our customers. It is hoped that the customer relationship management of XY Company will be improved and promoted through the research of this paper, and the core competitiveness of the testing instrument industry will be built.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F721

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