G医药公司关键客户管理研究

发布时间：2018-04-24 06:20

本文选题：G医药公司 + 关键客户管理　；参考：《广西师范大学》2015年硕士论文

【摘要】：随着市场经济的不断发展,使得不同的市场经营活动的竞争态势日益激烈,在做行内关键客户营销时,对客户资源的了解以及能够把握与客户的关系,是实现市场销售的重要因素。如今,很多的企业渐渐意识到,要通过不同手段和方法的加强来实现客户的管理,这样才能够使客户的满意度和企业的盈利能力、运营效率得到提升,才能使客户价值得到提高,并能为企业可持续发展创造有利条件。从G医药公司刚成立到现今已发展了十多年。G医药公司在这十多年中,拥有了巨大的客户资源。也正是因为这些丰富的客户资源,企业才能获取利润,这些客户资源更是企业可以在这么一个激烈的市场竞争中能够赖以生存和发展的基础。G医药公司不仅仅在客户关系的管理方面做出了很多工作,而且在对客户的定位上和企业在硬件系统的资源方面也一再坚持引进客户的关系管理系统,但是G医药公司在客户的关系管理方面依然还是存在一些不可避免的问题,例如在客户的等级划分方面采用方法不太科学、有待提升的客户忠诚度、公司整体发展的战略与客户关系管理有脱节等等问题。这些都对企业的客户关系管理整体水平的改善和提升有了一定的限制和影响。G医药公司在发展中一直注重培养和建立关键的客户,更好的让关键客户拥有优质高效的服务,尽可能的扩大重要客户并且得到长期的合作,为公司的发展提供支撑,公司在关键客户对公司发展的重要性这一问题的认识上是相当到位的,遵循相关的市场发展准则和规律,但由于经验不足、人才储备少,对客户等级的划分还不够科学、合理,工作开展效率不够高,评估能力不充足,服务贸易无法达到最优质,管理系统也不够完善等一些问题对公司未来更好的发展有了一定的影响。本文以关键客户关系管理等相关理论为背景,结合G医药公司的客户关系管理现状以及G医药公司的情况来进行科学分析：且以关键客户作为研究对象,根据客户价值的评价体系来优选高价值的关键客户,并且对关键客户的控制和维护方面提出有效的办法,从而实现与重要客户取得双赢的美愿,为关键客户提出高效优质的服务,为实现公司的发展战略目标提供管理策略的基础,文章从客户的关系管理角度出发,对目前G医药公司的重要客户管理情况进行回顾与总结,并指出该公司在客户管理方面的问题所在,深入分析和研究,设计一套使用于该公司的决策方案,使公司现有的重要客户管理水平有所改善,并使公司重要客户管理战略项目得到实现,企业的核心竞争力得到提升,也希望通过本文的研究能够为同行业的关键客户管理提供借鉴意义.
[Abstract]:With the continuous development of market economy, the competition situation of different market management activities is becoming more and more fierce. In doing the key customer marketing in the industry, we can understand the customer resources and grasp the relationship with the customers. It is the important factor that realizes the market sale. Nowadays, many enterprises gradually realize that customer management should be realized through different means and methods, so that customer satisfaction, profitability and operational efficiency can be improved. Only then can the customer value be improved, and the favorable conditions for the sustainable development of the enterprise can be created. G Pharmaceutical Company has been developed for more than ten years since it was founded. It is precisely because of these rich customer resources that enterprises can make profits. These customer resources are the basis on which enterprises can rely for survival and development in such a fierce market competition. G Pharmaceutical Company has not only done a lot of work in the management of customer relations. Moreover, in terms of customer orientation and enterprise resources in hardware systems, they have repeatedly insisted on introducing customer relationship management systems. However, there are still some unavoidable problems in customer relationship management in G Pharmaceutical Company. For example, the method of customer grading is not scientific, the customer loyalty needs to be improved, and the overall development strategy of the company is out of touch with customer relationship management and so on. All of these have a certain limitation and influence on the improvement and improvement of the overall level of customer relationship management of enterprises. G Pharmaceutical Company has been focusing on cultivating and establishing key customers in its development, so that key customers can have better quality and efficient service. Expand important customers as much as possible and get long-term cooperation to provide support for the development of the company, the company in key customers on the importance of the development of the company is quite in place, follow the relevant market development guidelines and rules, However, due to lack of experience, lack of talent reserves, classification of customer levels is not scientific, reasonable, work efficiency is not high enough, evaluation capacity is not sufficient, trade in services can not achieve the highest quality. Management system is not perfect and so on some problems have a certain impact on the company's future better development. Based on the relevant theories of key customer relationship management and combining the current situation of customer relationship management in G Pharmaceutical Company and the situation of G Pharmaceutical Company, this paper makes a scientific analysis: taking the key customer as the research object, According to the evaluation system of customer value, we can select the key customers with high value, and put forward effective methods to control and maintain the key customers, so as to achieve a win-win situation with important customers. This paper reviews and summarizes the important customer management situation of G Pharmaceutical Company from the point of view of customer relationship management, in order to provide efficient and high quality service for key customers and to provide the basis of management strategy for realizing the company's development strategic objectives. It also points out that the problems in customer management of the company lie in, deeply analyzing and studying, designing a set of decision plan used in the company, so as to improve the existing important customer management level of the company. The key customer management strategy project of the company is realized and the core competitiveness of the enterprise is promoted. It is also hoped that the research in this paper can provide reference significance for the key customer management in the same industry.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.72

【相似文献】