A第三方检测公司客户关系管理问题及对策研究

发布时间：2018-02-16 01:32

本文关键词： 第三方检测机构客户关系管理 TAM模型　出处：《深圳大学》2017年硕士论文　论文类型：学位论文

【摘要】：中国检测行业已进入以供大于求为主的客户主导时期,客户可以很方便地更换不同的供应商,单纯满足客户的需求已经不足以留住顾客,只有不停给客户以惊喜的企业才会赢得客户长期的青睐和惠顾。面对复杂多变的市场竞争,国有检测机构、外资检测机构、民营第三方检测机构,各自发挥不同手段,最大限度夺取市场份额。检测公司除了增强公司硬件实力和提高实验室资质,还必须同客户建立良好的客户关系,促进双方及时、有效沟通。因此,如何完善企业客户关系管理系统CRM也被提上国内企业的重要日程。本文以民营第三方检测公司——A公司为研究对象,深入探讨A公司客户关系管理系统的问题及改进策略。研究回顾了CRM系统、科技采纳模型(TAM)及管理信息系统应用成功的关键因素等方面的文献,建立一个分析CRM系统成功应用关键因素的分析框架。进一步,对国内第三方检测行业CRM系统实施现状进行概述的基础上,研究对A公司客户关系管理系统的应用过程进行了分析,探讨了A公司CRM系统实施的现状和存在的主要问题。利用理论框架,论文提出了改进A公司CRM系统的具体措施,分别从系统供应商和系统环境改进,系统环境改进分别从客户管理、业务审批、绩效管理、任务管理、数据统计等五大模块来分析,以及CRM系统成功实施的保障措施。结果A公司CRM系统改进成功,证明了前人所提出的ERP成功实施关键模型也同样适应于CRM系统。研究结论对检测行业的其它公司推行CRM系统有着重要的借鉴意义,并对其它行业推进CRM系统的建设也有一定的启发作用。
[Abstract]:China's testing industry has entered a customer-led period dominated by supply exceeding demand. Customers can easily change different suppliers, and simply meeting customer needs is no longer enough to retain customers. Only enterprises that constantly surprise their customers will win their long-term favor and patronage. In the face of complex and changeable market competition, state-owned inspection institutions, foreign capital inspection institutions, and private third party inspection institutions each play different means. In addition to enhancing the hardware strength and laboratory qualification of the company, the testing company must establish good customer relations with customers and promote timely and effective communication between the two sides. How to improve the enterprise customer relationship management system (CRM) is also put on the important agenda of domestic enterprises. The problems and improvement strategies of customer relationship management system in company A are discussed in depth. The literature on CRM system, science and technology adoption model, and the key factors of successful application of management information system are reviewed. An analysis framework is established to analyze the key factors in the successful application of CRM system. Furthermore, on the basis of summarizing the implementation status of CRM system in the third party testing industry in China, This paper analyzes the application process of the customer relationship management system in company A, discusses the present situation and main problems of the implementation of the CRM system in company A. using the theoretical framework, the paper puts forward the concrete measures to improve the CRM system of company A. From the system supplier and system environment improvement, system environment improvement from customer management, business approval, performance management, task management, data statistics and other five modules to analyze, As well as the guarantee measures for the successful implementation of the CRM system. Results the CRM system of Company A was improved successfully. It is proved that the key model of successful implementation of ERP proposed by predecessors is also suitable for CRM system. The conclusion of the study has important reference significance for other companies in testing industry to carry out CRM system. And to other industries to promote the construction of CRM system also has a certain enlightening role.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F279.26

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