V公司基于一对一营销的客户关系管理系统设计

发布时间：2018-02-27 04:05

本文关键词： 营销管理客户关系管理一对一　出处：《四川师范大学》2013年硕士论文　论文类型：学位论文

【摘要】：摘要:V公司是一家造纸脱水器材生产企业。造纸脱水器材行业客户群体相对固定，主要是下游的造纸企业。过去绝大部分企业都靠“老板魅力”获取订单，所以其在客户关系管理方面很薄弱，更谈不上体现企业-客户价值的一对一营销管理。目前造纸行业普遍面临资金不足、竞争激烈的环境压力，同时“十二五”规划对经济结构调整的要求，以及经济社会可持续发展对环保的要求，导致造纸行业增速缓慢，甚至现有造纸企业不断关停、破产等现象屡屡发生，作为上游的造纸脱水器材企业所受的影响也是显而易见的。竞争环境的变化，要求企业重新建立和巩固自己的竞争基础，其中重要的环节就是建立良好的客户关系管理系统，以提高客户忠诚度，提高市场占有率。本文在以客户为中心的管理思想背景下，结合V公司营销管理现状，，借助客户分类模型，从理论和实践角度探讨建立一套完整的，切实可行的一对一营销方案和行动计划的管理系统，以之提高客户满意度，降低客户流失率，稳定市场占有率。全文分成五个部分，第一部分简述研究背景和意义、相关理论基础和国内外研究现状、研究目的与方法、研究内容与创新点；第二部分从造纸脱水器材行业客户关系管理系统的特征分析入手，说明一对一营销与CRM关系。第三部分是V公司客户关系管理现状及一对一营销问题分析，从V公司经营现状和CRM管理现状以及V公司现行的一对一营销方案实施情况等几个方面加以分析。第四部分研究V公司一对一营销的客户关系管理系统构建。第五部分是一对一营销系统实施效果评价、问题分析及改进方案的阐述。本系统的设计是建立造纸脱水器材企业新的客户关系管理模式。主要包括：分析原有的业务流程与组织架构，提出新的业务管理流程，调整组织架构、建立一对一营销模式并提出经营方案，从产品适应性、价格、技术服务、客户信用风险等级、同行条件等方面进行了解、分析和决策个性化的营销方案，使得V公司管理规范化、效率最大化、效益最优化。
[Abstract]:The customer group of paper dehydration equipment industry is relatively fixed, mainly downstream papermaking enterprises. In the past, most enterprises used to rely on "boss charm" to obtain orders. Therefore, its customer relationship management is very weak, let alone reflect the enterprise-customer value of one-to-one marketing management. At present, the papermaking industry is generally faced with environmental pressure due to the shortage of funds and fierce competition. At the same time, the requirements of the 12th Five-Year Plan for the adjustment of economic structure and the requirements of sustainable economic and social development for environmental protection have led to a slow growth rate of the papermaking industry. Even the existing papermaking enterprises have been closed down, bankruptcy and other phenomena have occurred frequently. As an upstream papermaking and dehydration equipment enterprises, the impact is also obvious. The change of competition environment requires enterprises to re-establish and consolidate their own competitive basis. One of the important links is to establish a good customer relationship management system to improve customer loyalty and market share. Under the background of customer-centered management thought, combined with the current situation of marketing management in V Company, this paper discusses the establishment of a complete set from the angle of theory and practice with the help of customer classification model. A feasible one-to-one marketing plan and action plan management system to improve customer satisfaction, reduce customer turnover, stabilize market share. The paper is divided into five parts, the first part briefly describes the research background and significance. Related theoretical basis and domestic and foreign research status, research purposes and methods, research content and innovation. Part two from the paper making dehydration equipment industry customer relationship management system characteristics analysis, Explain the relationship between one-to-one marketing and CRM. The third part is the current situation of customer relationship management in V Company and the analysis of one-to-one marketing problems. This paper analyzes the current situation of V company's management and CRM management and the implementation of V company's current one-to-one marketing scheme. Part 4th studies the construction of V company's one-to-one marketing customer relationship management system. The fifth part is the evaluation of the effect of one-to-one marketing system. Problem analysis and improvement plan. The design of the system is to establish a new customer relationship management model for papermaking dehydration equipment enterprises, including: analyzing the original business process and organizational structure, proposing a new business management process, adjusting the organizational structure, Establish a one-to-one marketing model and put forward a business plan to understand, analyze and make individual marketing plans from the aspects of product adaptability, price, technical service, customer credit risk rating, peer conditions, etc. Make V company management standardization, efficiency maximization, benefit optimization.
【学位授予单位】：四川师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.83

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