哈重工客户关系管理问题及改进对策研究

发布时间：2018-04-11 05:01

本文选题：客户关系管理 + 客户满意度　；参考：《哈尔滨工业大学》2014年硕士论文

【摘要】：在经济全球化发展的今天，企业之间的竞争也愈加激烈，客户作为企业利润的来源，成为企业核心竞争目标。加强企业客户关系管理方面的工作可以帮助企业赢得更多的客户，同时还能帮助企业提高管理效率；降低成本增加利润；提高企业核心竞争力。哈尔滨重工设备制造有限公司是重工制造行业的典型企业，属于客户稀缺行业，自从中国加入WTO以来，国外的重工企业侵蚀着国内原本有限的市场，哈重工唯有通过加强企业自身客户关系管理的能力，才能在残酷的市场中生存发展，然而，哈重工对客户关系管理的认知处于初级阶段，导致相关工作还有很多不足之处。文章通过对重工设备制造行业的竞争对手分析，企业内部分析，产品行业分析，结合对企业内部人员访谈地综合分析，从产品销售前、销售中、销售后三个阶段的角度，阐述哈重工在客户关系管理方面的工作现状，分析了相应工作的问题所在与产生的原因，，利用客户关系管理的相关知识提出了改进对策，包括经营理念的转变、信息收集的统一、建立数据库、细分客户、提高服务质量等方面的工作内容。同时，文章对哈重工的客户关系管理的实施步骤与保障措施进行了相应地探讨。这些改进对策在实施步骤和保障措施的辅佐下，可以帮助哈重工奠定客户关系管理基础，还可以帮助哈重工提高客户的满意度和忠诚度，进而为哈重工创造更高利润。
[Abstract]:With the development of economic globalization, the competition among enterprises is becoming more and more fierce. As the source of enterprise profit, customers become the core competition target of enterprises.Strengthening the work of customer relationship management can help enterprises to win more customers, but also to help enterprises improve management efficiency; reduce costs and increase profits; improve the core competitiveness of enterprises.Harbin heavy Industry equipment Manufacturing Co., Ltd. is a typical enterprise of heavy industry manufacturing industry, which belongs to customer scarcity industry. Since China's entry into WTO, foreign heavy industry enterprises have eroded the previously limited domestic market.Only by strengthening the enterprise's ability of customer relationship management can Harbin heavy Industry survive and develop in the cruel market. However, its cognition of customer relationship management is in the initial stage, which leads to many deficiencies in related work.Through the analysis of competitors, internal analysis, product industry analysis of heavy industry equipment manufacturing industry, combined with the comprehensive analysis of the interview site of internal personnel of the enterprise, the article analyzes the three stages before, during and after the sale of the products.This paper expounds the present situation of Harbin heavy Industry's work in customer relationship management, analyzes the problems and causes of the corresponding work, and puts forward the improvement countermeasures, including the change of management idea, using the relevant knowledge of customer relationship management.Unified information collection, database, customer segmentation, improve service quality and other aspects of the work.At the same time, the paper discusses the implementation steps and safeguard measures of customer relationship management of Harbin heavy Industry.With the help of implementation steps and safeguard measures, these improvement countermeasures can help Harbin heavy Industry to lay the foundation of customer relationship management, and also to help Harbin heavy Industry to improve customer satisfaction and loyalty, thereby creating higher profits for Harbin heavy Industry.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.4

【参考文献】