H公司大客户关系管理研究

发布时间：2018-03-05 05:33

本文选题：IT企业　切入点：客户关系　出处：《华东理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：当今世界,市场竞争日益激烈,企业产品同质化现象越来越严重,如何有效地满足客户的独特需求成为企业关注的焦点。中国IT市场尽管发展迅速,但企业利润却日渐稀薄,市场、技术更新换代压力很大,做好客户关系管理尤其是大客户管理,成为IT企业获取竞争优势、维持企业持续稳定收益的重要工作。H公司作为一家IT制造企业,要在激烈的市场竞争中生存和发展,就要持续提高和保持企业的竞争力,就要管理好企业的重要外部资产——客户,尤其是大客户。本文在研究了大客户、大客户管理、CRM的有关概念后,对IT业大客户消费需求特征与大客户管理实践进行了较为翔实的分析。然后对H公司大客户管理的现状进行了剖析,通过对公司内部人员和外部渠道的访谈调查以及对客户满意度的问卷调查分析,结合本人在H公司多年的工作经验,得出H公司在大客户管理上存在的问题。并对IT业知名企业的大客户管理实践进行了总结。由此,提出了对H公司大客户管理的改进建议：建立基于客户价值的大客户战略；建立大客户管理职能体系,组建大客户销售团队,明确大客户管理团队工作职责,实行全面考评；建立大客户管理信息系统,通过客户分类管理、客户生命周期管理、大客户满意度考评,进行大客户关系管理；对大客户销售流程管理,使用销售漏斗工具监控销售计划,进行销售预测；提供大客户的专项服务；通过CRM系统运营,提供统一的大客户管理界面和支撑,实现大客户管理的高效运转。文章最后还给出了H公司大客户管理改进建议的实施保障。
[Abstract]:In today's world, the market competition is becoming more and more fierce, and the phenomenon of product homogeneity is becoming more and more serious. How to effectively meet the unique needs of customers has become the focus of attention of enterprises. Although the IT market in China is developing rapidly, the profits of enterprises are becoming thinner and thinner. In the market, the pressure of technological upgrading is very great. Doing a good job of customer relationship management, especially big customer management, has become an important job for IT enterprises to gain competitive advantage and maintain the sustainable and stable profits of enterprises. H Company, as an IT manufacturing enterprise, In order to survive and develop in the fierce market competition, it is necessary to continuously improve and maintain the competitiveness of enterprises, and manage well the important external assets of enterprises-customers, especially large customers. After studying the concept of CRM, this paper makes a detailed analysis of the characteristics of consumption demand and the practice of big customer management in IT industry, and then analyzes the present situation of H company's big account management. Through the interview of the company's internal personnel and external channels, and the analysis of the customer satisfaction questionnaire, combined with my working experience in H Company for many years, The problems in key account management of H Company are obtained, and the practice of big account management in famous IT enterprises is summarized. Therefore, some suggestions are put forward to improve H company's key account management: to establish the strategy of key account based on customer value, to establish the functional system of key account management, to set up the sales team of key account, and to clarify the responsibility of the management team. Implement comprehensive evaluation; establish key account management information system, through customer classification management, customer life cycle management, major customer satisfaction evaluation, key customer relationship management; key account sales process management, Monitor sales plan with sales funnel tool, make sales forecast; provide special service for big account; operate through CRM system, provide unified interface and support for key account management, Finally, the paper gives the implementation guarantee of H company's key account management improvement suggestion.
【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

【参考文献】