接触中国顾客—通过卓越的客户关系管理建立合法性

发布时间：2018-03-30 04:22

本文选题：中国顾客　切入点：客户关系管理　出处：《华东理工大学》2013年硕士论文

【摘要】：近年来,奢侈品行业不仅在全球经济危机中逆势发展,并且在新兴市场,如：中国市场中取得了巨大的销售利润。虽然,目前,中国的汽车市场发展有所减缓,高端豪华汽车的市场需求却并未消退。如今,在外资企业中,中国已俨然成为了一个充满机遇与希望的“应许之地”。在2001年,中国加入世界贸易组织以来,踌躇满志的外资汽车制造商们纷纷大举挺进中国市场,一场没有硝烟的战争也随之拉开序幕,而激烈的市场竞争也在过去的十年达到了前所未来的顶峰。如何超越对手、占据市场主导地位成了企业的核心问题,而转变企业策略,从以销售额为导向变为以消费者为中心似乎成了一项有效的解决方案。客户关系管理(Customer Relationship Management,简称CRM)已成为一项吸引、获得并且保留客户的市场工具。CRM不仅用于客户数据模拟、储存及处理,更是对企业制定市场策略、规则及理念有着重要的作用。在保时捷(中国)汽车销售有限公司市场CRM部门实习期间,我曾起草一份针对中国(上海)潜在样本客户的市场调查,基于本次调查结果,我在论文中陈述了典型的中国客户特征,突出接触点及传播渠道的重要性,作为一个典型的CRM成功案例研究。出于商业机密保护协议,本论文无法引用公司的真实数据。尽管我无法公开所进行的数据分析结果的具体数字,我的研究结果及结论已包含在论文中
[Abstract]:In recent years, the luxury goods industry has not only developed against the global economic crisis, but has also made huge sales profits in emerging markets, such as China. Demand for high-end luxury cars has not subsided. Now, among foreign companies, China has become a promising land of opportunity and hope. Since China joined the World Trade Organization in 2001, ambitious foreign automakers have rushed into the Chinese market. A war without gunsmoke begins, and fierce market competition has peaked in the past decade. How to surpass the competitors and occupy the dominant position in the market has become the core problem of the enterprise, and the transformation of the enterprise strategy from the sales-oriented to the consumer-centered seems to be an effective solution. Customer Relationship Management (CRM) has become an attractive tool. CRM is not only used to simulate, store and process customer data, but also plays an important role in making market strategy, rules and ideas. During my internship in Porsche (China) Automotive sales Co., Ltd.'s Marketing CRM department, I drafted a market survey for potential sample customers in China (Shanghai), based on the results of this survey. I have stated the characteristics of typical Chinese customers, highlighting the importance of contact points and channels of communication, as a typical CRM success case study. Although I cannot disclose the exact number of the results of the data analysis carried out, my findings and conclusions are included in the paper
【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;F426.471

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