恒信大友（北京）科技有限公司东北大区客户关系管理优化研究

发布时间：2018-03-31 16:46

本文选题：振动噪声　切入点：客户关系管理　出处：《吉林大学》2017年硕士论文

【摘要】：近几年制造业制作与开发的重点概念也正随着科技的进步以及消费者需求的变化而在持续改变着,现在进入的新阶段就是针对产品NVH(Noise噪音、Vibration震动、Harshness刺耳声)性能的提升,各个公司关于产品振动噪音的性能测试及相关服务的需求在日益增加。恒信大友(北京)科技有限公司作为NVH领域国内新起的专业公司,有着来自清华、同济、吉大、北理等各大名校专业的技术团队,拥有着遍布全国各地的网点,除此之外又收购了国际上主流的一些NVH相关领域公司产品及软件。在国内的NVH领域近些年一直保有很好发展势头。一方面,国际性科技研发企业例如西门子、Faist、IAC、MB等在国内纷纷落户;另一方面,国家进一步鼓励科技创新,小企业、小作坊纷纷崛起。东北地区作为中国的老工业基地,一直是恒信大友(北京)科技有限公司业务收入的主要来源,它拥有丰富的客户资源以及较大的需求,成为各个NVH科技公司都要争相抢夺的一块大蛋糕。但是,最近这几年由于NVH行业的竞争十分激烈,大友科技公司曾经已有的一些传统优势正在慢慢消失,东北大区的市场占有率也在逐年下降。基于上述情况,本文通过对恒信大友(北京)科技有限公司东北地区客户关系管理现在的状态进行了一些分析,从中总结出东北大区目前在客户关系管理过程中所存在的一些问题。通过对客户关系管理系统现状、新客户开拓情况现状、老客户维系现状现状、重点客户产品使用现状等这几个方面进行深入分析,总结出恒信大友(北京)科技有限公司东北地区客户关系管理所面临的几大问题:新型产品的推广力度不够;客户关系管理水平不够,公司缺乏相应体系;公司业务相关人员对于“大客户”这一概念的理解不深;个人知识不为组织所掌握,一旦人才流失就导致客户丢失;新客户开拓成本过高。本文针对上述提到的这一系列问题以及东北地区客户关系管理现状,在认真调研的基础上,对面临的竞争环境以及目前的现状进行分析。深入了解恒信大友(北京)科技有限公司东北地区客户关系管理发展内部的优势和劣势,并仔细分析其外部的机会与威胁。本文收集和整理了大量客户关系管理相关的著作、文章,参阅客户关系管理策略的相关文献,分析恒信大友(北京)科技有限公司东北区业务的现状,在客户关系管理系统上存在的问题,并对其提出新的一系列策略和实施保障。结合恒信大友(北京)科技有限公司东北区业务的发展实际,提出客户关系管理方案。恒信大友(北京)科技有限公司东北团队要结合上述分析的结果有针对性的对市场内部的客户进行市场细分,对目前大区内的竞争环境进行研究,加强客户关系的管理,推动大区内业务的开展,提高客户忠诚度,确保新客户开拓的同时,继续获得老客户一如既往的支持。
[Abstract]:In recent years, the key concepts of manufacturing production and development have been continuously changing with the progress of technology and the change of consumer demand. Now the new stage is to improve the performance of the product NVH(Noise noise vibration vibration and harshness. The demand for vibration noise performance testing and related services is increasing. Hengxin Dayou (Beijing) Technology Co., Ltd., as a new professional company in the field of NVH, has come from Tsinghua, Tongji, Jida, Beili and other major universities and professional technical teams, has a network all over the country, In addition, they have also acquired some of the international mainstream NVH related products and software. In the domestic NVH field, they have maintained a good momentum of development in recent years. On the one hand, International R & D enterprises, such as Siemens Faisti IACNMB, have settled in China. On the other hand, the state has further encouraged scientific and technological innovation, and small enterprises and small workshops have risen. The Northeast region is China's old industrial base. Heng Xin Dayou (Beijing) Technology Co., Ltd. has been the main source of business revenue, it has a wealth of customer resources and large demand, has become a NVH technology companies to compete for a big cake. In recent years, due to the fierce competition in the NVH industry, some of the traditional advantages of the Dayou Technology Company have been gradually disappearing, and the market share of the Northeast region has also been declining year by year. This paper analyzes the current situation of customer relationship management in Northeast China of Hengxin Dayou (Beijing) Technology Co., Ltd. This paper summarizes some problems existing in the process of customer relationship management in Northeast China. Through the current situation of customer relationship management system, the current situation of new customers, the status quo of old customers, the status quo of old customers, Based on the analysis of the current situation of key customer products, this paper summarizes the problems faced by Hengxin Dayou (Beijing) Science and Technology Co., Ltd.'s northeast region customer relationship management: the promotion of new products is not enough; The level of customer relationship management is not enough, the company lacks the corresponding system, the related personnel of the company's business do not understand the concept of "big customer" deeply, the personal knowledge is not grasped by the organization, once the talent is lost, the customer is lost. The cost of new customer development is too high. This paper aims at the problems mentioned above and the current situation of customer relationship management in Northeast China, on the basis of careful investigation, To analyze the competitive environment and current situation. To understand the strengths and weaknesses of the development of customer relationship management in the Northeast of Hengxin Dayou (Beijing) Technology Co., Ltd. And carefully analyze its external opportunities and threats. This paper collects and collates a large number of customer relationship management related works, articles, see the customer relationship management strategy related literature, This paper analyzes the present situation of the northeast area business of Hengxin Dayou (Beijing) Science and Technology Co., Ltd., and the problems existing in the customer relationship management system. And put forward a new series of strategies and implementation guarantees. Combined with the development of Heng Xin Da you (Beijing) Science and Technology Co., Ltd.'s northeast area business development reality, Put forward a customer relationship management scheme. The Northeast team of Hengxin Dayou (Beijing) Science and Technology Co., Ltd. Will combine the results of the above analysis to carry out market segmentation of customers within the market and study the current competitive environment in the region. Strengthen the management of customer relations, promote the development of regional business, improve customer loyalty, ensure that new customers open up, and continue to obtain the same support from old customers.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F279.26

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