神华石家庄办事处在朔黄沿线客户关系管理中存在的问题及对策研究

发布时间：2018-02-25 04:09

本文关键词： 客户关系管理煤炭行业策略研究　出处：《河北大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着全球经济的迅速发展，经济权力逐渐从企业手中转移到客户手中，客户对于企业来说越来越重要。煤炭企业作为企业的一种，既具有一般企业的共性，又具有产品特殊，客户具有数量相对较少但购买量大、专业性强等特殊性。自2012年初以来，受国际国内经济危机等诸多因素影响，国内煤炭市场需求一路下滑，煤炭价格与销售数量出现了明显地降低，这也导致了煤炭企业的利润有了大幅度下降。在这样的背景下，如何牢牢掌握老客户、开拓新客户、保持客户忠诚度，就成为了解决当前煤炭企业困难的关键。神华石家庄办事处作为煤炭企业中的一员，同样正遭受由于煤炭市场需求下滑等因素所引起的危机。因此，面对当前市场巨变，办事处如何利用客户关系管理理论牢牢地抓住目标客户群体——朔黄沿线的客户，在增加客户的煤炭购买量的同时保持客户忠诚度，就成为目前企业需要解决的关键问题。本文以神华集团石家庄办事处为研究对象，以朔黄铁路沿线客户为目标群体，通过对客户关系管理的国内外研究文献的梳理，寻找到客户关系管理中一些适用于办事处问题解决的理论基础。然后在分析了煤炭行业客户关系管理特殊性的前提下，对神华石家庄办事处基本情况进行详细地介绍，同时对朔黄沿线客户的营销环境进行扫描。最后深入发掘办事处的基本情况，找到办事处在客户关系管理方面存在的问题。针对这些问题，本文结合客户关系管理的理论基础部分内容，对其进行了有针对性的解决。本文一方面在理论上丰富了客户关系管理理论在煤炭企业的应用与研究；另一方面，本文从组织结构变革、建立CRM管理系统、提升煤炭企业的服务、健全煤炭企业的客户分级管理的基础设计以及煤炭企业的客户关系管理策略等诸多方面为现在还没有实施客户关系管理的煤炭企业提供切实可行的措施，这对我国的煤炭企业改制、实行市场化运行具有极其重要的意义。
[Abstract]:With the rapid development of global economy, economic power is gradually transferred from the hands of enterprises to customers. Customers are becoming more and more important to enterprises. As a kind of enterprises, coal enterprises have the commonness of general enterprises and special products. Since early 2012, due to many factors, such as the international and domestic economic crisis, the domestic coal market demand has been declining. Coal prices and sales have been significantly reduced, which has led to a significant drop in profits for coal companies. In this context, how to firmly grasp old customers, open up new customers, and maintain customer loyalty, Shenhua Shijiazhuang office, as a member of the coal enterprises, is also suffering from the crisis caused by factors such as declining demand in the coal market. Therefore, in the face of the great changes in the current market, How to make use of the theory of customer relationship management to grasp the customers along the line of target customers, and to increase the amount of coal purchased by customers while maintaining customer loyalty, has become the key problem that enterprises need to solve at present. This paper takes Shijiazhuang office of Shenhua Group as the research object, taking the customers along Shuohuang Railway as the target group, combing the domestic and foreign research literature on customer relationship management. This paper finds out some theoretical basis of customer relationship management which is suitable for solving problems in office. Then, on the premise of analyzing the particularity of customer relationship management in coal industry, it introduces the basic situation of Shenhua Shijiazhuang office in detail. At the same time, the marketing environment of customers along Shuohuang is scanned. Finally, the basic situation of the office is deeply explored, and the problems existing in the customer relationship management of the office are found. In view of these problems, Based on the theoretical basis of customer relationship management, this paper has carried out a targeted solution. On the one hand, this paper enriches the application and research of customer relationship management theory in coal enterprises; on the other hand, This article from the organizational structure transformation, establishes the CRM management system, enhances the coal enterprise service, Improving the basic design of customer classification management in coal enterprises and the customer relationship management strategy of coal enterprises provide practical measures for coal enterprises that have not implemented customer relationship management at present. This is of great significance to the reform of China's coal enterprises and the implementation of market-oriented operation.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.21

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