CRM系统在沈鼓集团的应用研究

发布时间：2018-03-24 09:24

本文选题：客户分析　切入点：数据挖掘　出处：《吉林大学》2013年硕士论文

【摘要】：从一个企业的角度来说，与客户之间的关系已经成为了企业生存法则中必须关注的问题，企业以客户为中心，不仅要发挥自身能力去为客户服务，更要挖掘客户的潜在市场，只有努力赢取客户，，维持关系，才能在企业的发展道路上走的更远，获得更多的利益。当前我国压缩机市场竞争不断激烈，人工成本，原材料成本的不断上升，销售利润却不断的下降。为了能在激烈的市场竞争中能占据一席之地，企业必须从以产品为导向转变为以客户为导向的销售模式上。沈阳鼓风机集团股份有限公司（以下简称“沈鼓”）虽然在国内的离心压缩机市场上占有一定份额，但是与国外的厂家，比如：意大利新比隆公司，德国西门子公司等，还是有相当大技术，管理上的差距，在国内，与陕鼓的竞争也日趋的激烈。因此，如何把有限的企业资源投入到有价值的客户身上，成为了沈鼓当今企业管理的急需解决的问题。随着客户关系管理的不断发展和相关技术的不断成熟，运用适当的CRM系统来对客户进行分析和管理成为了一种可能。本文首先说明了研究背景，分析了沈鼓当前销售管理系统存在的弊端，仅仅使用现有的管理方式与方法已经不能满足市场对于企业的要求；接着对CRM理论和系统进行了概述，指出在信息化的今天，使用自动化、智能化的办公软件是多么的重要，提出为何要使用CRM系统；然后根据现有的CRM系统提出使用浏览器/服务器（B/S）模式，根据各部门的具体需要，构建适合沈鼓销售公司的CRM系统，系统要求是要通过先进的计算机技术、网络技术、数据库技术的建设从而达到满足企业的需求和发展的要求。简单、易用、高效的CRM系统能够帮助企业直观、准确的反应出经济数据，从而为经营提供出决策和依据，提高企业的市场竞争力。实现对客户信息进行全面的管理、及时的反馈信息、信息的查询功能、管理员权限、良好的系统数据的保密性；并在相关的理论上做出分析模型。最后介绍了沈鼓CRM的部分操作方法。
[Abstract]:From the point of view of an enterprise, the relationship with its customers has become a problem that must be paid attention to in the rules of survival of enterprises. Enterprises taking customers as the center should not only give full play to their own capabilities to serve their customers, but also tap into the potential market of their customers. Only by striving to win customers and maintain relationships can we go further and gain more benefits in the development of enterprises. At present, the market competition of compressor in our country is constantly fierce, the cost of labor and raw materials is rising, and the profit of sales is declining. In order to be able to occupy a place in the fierce market competition, Enterprises must change from a product-oriented to a customer-oriented sales model. Although Shenyang Blower Group Co., Ltd (hereinafter referred to as "Shen Gu") has a certain share in the domestic centrifugal compressor market, However, there is still a considerable gap in technology and management with foreign manufacturers, such as Italy's New Beelon Company, Germany's Siemens Company, and so on. At home, the competition with Shaanxi is becoming increasingly fierce. How to put limited enterprise resources into valuable customers has become an urgent problem in enterprise management. With the continuous development of customer relationship management and the continuous maturity of related technology, It is possible to use appropriate CRM system to analyze and manage customers. This paper first explains the research background, analyzes the shortcomings of Shen Gu's current sales management system, only using the existing management methods and methods can not meet the requirements of the market for enterprises, and then summarizes the CRM theory and system. This paper points out how important it is to use automatic and intelligent office software in the information age, and then puts forward why to use CRM system, and then puts forward the browser / server B / S mode according to the existing CRM system. According to the specific needs of various departments, to build a CRM system suitable for Shengu sales Company, the system requirement is to meet the needs and development requirements of enterprises through the construction of advanced computer technology, network technology and database technology. Easy to use and efficient CRM system can help enterprises to reflect the economic data intuitively and accurately, thus provide decision and basis for management, improve the market competitiveness of enterprises, realize the overall management of customer information, timely feedback information, The query function of information, the authority of administrator, the good confidentiality of system data, and the analysis model of related theory are made. Finally, some operation methods of Shen Gu CRM are introduced.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TP311.52

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