基于项目管理技术的某服装企业CRM体系构建研究

发布时间：2018-02-17 03:07

本文关键词： 客户关系管理项目管理技术服装企业客户满意度　出处：《华东理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：国内服装企业面临着品牌竞争白热化、产品同质化、消费者忠诚度不高等问题,希望借助CRM提高企业的客户满意度、竞争力和盈利水平,但同时又由于服装企业本身的信息化起步较晚加上CRM项目本身的失败率较高,服装企业管理者对实施CRM既有些期待又有些踌躇。本文在研究国内外CRM项目现状的基础上,对AB企业的CRM现状和问题进行了分析,指出了AB企业在产品、销售、品牌策略、运营及人力资源策略等方面存在的不足,针对上述问题,提出了符合AB公司的CRM发展目标,并在此基础上结合项目管理技术,探讨了AB企业建设客户关系管理体系的方法和进程。整个项目过程分为三个阶段,包括AB企业CRM规划咨询与实施方案设计、CRM的实施服务和辅助运营阶段。每一阶段都有各自的项目实施计划和目标。项目过程中注重对服装企业业务流程优化、IT系统规划和会员制度设计,最后对AB企业客户关系管理体系建设的经验和教训进行了总结。通过论文的研究,得出了项目管理技术在服装企业客户关系管理体系建设方法和建设过程中对于帮助企业确立合理可行的项目实施目标、有效控制变更管理、准确评估实施效果等方面有着显著作用等结论。
[Abstract]:Domestic garment enterprises are faced with the problems of brand competition, product homogeneity and low consumer loyalty. They hope to use CRM to improve customer satisfaction, competitiveness and profitability. But at the same time, because of the late start of the clothing enterprise's own informatization and the high failure rate of the CRM project itself, the managers of the clothing enterprise have some expectations and hesitations to implement the CRM. On the basis of studying the current situation of CRM project at home and abroad, this paper analyzes the present situation and problems of CRM in AB enterprise, and points out the shortcomings of AB enterprise in the aspects of product, sales, brand strategy, operation and human resource strategy, etc. In view of the above problems, this paper puts forward the development goal of CRM in accordance with AB Company, and discusses the method and process of building customer relationship management system in AB enterprise based on the project management technology. The whole project process is divided into three stages. It includes AB enterprise CRM planning consultation and implementation scheme design. Each phase has its own project implementation plan and target. In the process of the project, it pays attention to the clothing enterprise business process optimization IT department. Planning and membership system design, Finally, the experience and lessons of AB enterprise customer relationship management system construction are summarized. Through the research of this paper, it is concluded that project management technology can help enterprises establish reasonable and feasible project implementation objectives and control change management effectively in the process of building customer relationship management system in garment enterprises. Accurate evaluation of the effect of implementation and other aspects have a significant role in the conclusion.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.86

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