V-LINE（中国）客户关系管理研究

发布时间：2018-04-03 10:02

本文选题：客户关系管理　切入点：V-LINE公司　出处：《北京交通大学》2013年硕士论文

【摘要】：当今世界,以制造业为代表的工业经济时代,正在步入后工业经济时代,即所谓的服务经济时代。在服务经济时代,以服务客户为中心的理念已在世界范围内广泛传播,这使得客户关系竞争成为未来企业竞争的一个核心领域。企业很清楚地了解到,顾客是企业非常重要的资产。抓住客户,搞好与客户的关系,是每一个现代企业都必须重视的课题。客户的需求日益多样化和个性化,他们要求产品和服务能够体现其特殊的需求,在这种背景下,基于先进信息技术的现代管理科学理念,客户关系管理理论应运而生。本文主要是通过理论和实践相结合,围绕V-LINE(中国)公司(以下称V-LINE公司)客户关系管理的现状展开的。第一部分,说明了论文写作的背景和意义,本文研究方法与思路。第二部分,对论文涉及的客户关系管理理论、客户生命周期理论、大客户管理理论、国内外研究现状进行了阐述,形成该论文的理论框架。第三部分,对V-LINE公司的优势、劣势、机遇、威胁进行了SWOT分析。第四部分,分析研究了V-LINE公司客户关系管理现状,找出了公司CRM存在的问题及CRM存在问题的原因。第五部分,提出了V-LINE公司CRM的策略及实施,包括：制定客户关系管理战略、建立客户关系管理制度、建立完整的客户关系管理数据库、识别大客户、创建大客户管理团队以及建立健全的客户服务模式。本文的研究对于V-LINE公司在客户关系管理上的探索,来试图找出符合我国MRO供应商在客户关系管理上的发展之路。
[Abstract]:In today's world, the industrial economy, represented by the manufacturing industry, is stepping into the post-industrial economy era, the so-called service economy era.In the era of service economy, the concept of serving customers as the center has been widely spread all over the world, which makes customer relationship competition become a core field of future enterprise competition.Enterprises are well aware that customers are very important assets of the enterprise.It is an important task for every modern enterprise to grasp the customer and improve the relationship with the customer.Customers' needs are becoming more and more diversified and individualized. They require products and services to reflect their special needs. Under this background, the theory of customer relationship management emerges as the times require, based on the modern management scientific concept of advanced information technology.This article is mainly through the theory and the practice unifies, revolves the V-LINE (China) company (hereinafter referred to as the V-LINE company) the customer relations management present situation unfolds.The first part explains the background and significance of the thesis writing, the research methods and ideas of this paper.In the second part, the theory of customer relationship management, the theory of customer life cycle, the theory of big account management, and the current research situation at home and abroad are expounded, and the theoretical framework of this paper is formed.The third part, the V-LINE company's strengths, weaknesses, opportunities, threats are analyzed by SWOT.In the fourth part, the author analyzes and studies the current situation of customer relationship management in V-LINE Company, and finds out the problems existing in CRM and the reasons for the problems in CRM.In the fifth part, the author puts forward the strategy and implementation of CRM of V-LINE Company, including: establishing the strategy of customer relationship management, establishing the system of customer relationship management, establishing a complete database of customer relationship management, identifying large customers.Create key account management team and establish a sound customer service model.The research in this paper attempts to find out the development path of MRO suppliers in line with our country's customer relationship management by exploring the customer relationship management of V-LINE Company.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274

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