宝马汽车经销商A客户关系管理研究

发布时间：2018-04-29 10:49

本文选题：宝马汽车 + 客户关系管理　；参考：《山东师范大学》2017年硕士论文

【摘要】：近年来随着我国国民经济的高速增长,汽车行业也进入到了快速发展阶段。汽车全产业链的竞争空前激烈。在这种情况下,客户关系管理已然成为了企业竞争的核心内容,客户满意度和忠诚度成为了企业追求的重要目标,特别是在当今企业经营范围和过程无差异的前提下,客户关系管理变的越来越重要。随着人们生活水平的提高,豪华汽车行业也进入了高速发展阶段,豪车市场竞争到达白热化程度,产品同质化现象严重,可替代性越来越强,顾客的消费习惯已经由过去的感性消费进入到理性消费的阶段,在这个复杂的市场竞争中,单纯的产品和服务策略已经无法被客户认可而以“客户为中心”,不断提高客户满意度、重视企业的客户关系管理已成为了汽车经销商突破重围的唯一出路。本文将从宝马授权经销商A公司客户关系管理现状出发,分析其服务流程和满意度流程,结合客户满意度调查问卷,验证问题分析原因,提出解决方案和建议。首先,介绍了客户关系管理理论的国内外研究现状,详细解释了客户关系管理理论的概念和内涵,介绍了其主要应用行业。结合中国汽车行业介绍了当前的研究现状及应用情况。其次,重点对经销商A客户关系管理的现状进行描述,然后将客户关系管理系统进行分析,说明优势,发现问题。利用客户满意度问卷调查的结果,分析现有客户关系管理中存在的问题。用四分图模型分析现有客户满意度评价模式,验证分析结果。最后,提出了应对经销商A在现有客户关系管理中出现问题的对策,将满足客户满意度提升到了实现客户忠诚的高度,并设计了监控客户忠诚度的问卷,最终实现客户价值和企业利润的双赢局面。本文的创新点在于在目前客户关系管理的基础上更加重视客户忠诚度管理,设计了忠诚度调查问卷,充分分析调查结果,改善经营管理中的问题,最终实现真正的客户忠诚,是企业利润最大化。
[Abstract]:In recent years, with the rapid growth of China's national economy, the automobile industry has also entered a rapid development stage. The competition of automobile whole industry chain is unprecedented fierce. In this case, customer relationship management has become the core content of enterprise competition, customer satisfaction and loyalty has become an important goal pursued by enterprises, especially under the premise that there is no difference in business scope and process. Customer relationship management is becoming more and more important. With the improvement of people's living standard, the luxury automobile industry has also entered the stage of high-speed development. The competition in luxury car market has reached a white-hot degree, the phenomenon of product homogenization is serious, and the substitution is becoming stronger and stronger. Customers' consumption habits have moved from perceptual consumption to rational consumption. In this complicated market competition, simple products and service strategies can no longer be recognized by customers and are "customer-centered". Continuously improving customer satisfaction and attaching importance to customer relationship management have become the only way for automobile dealers to break through the tight circle. This paper will start from the current situation of customer relationship management of BMW authorized dealer A Company, analyze its service flow and satisfaction process, combined with customer satisfaction questionnaire, verify the causes of the problem analysis, and put forward solutions and suggestions. Firstly, this paper introduces the domestic and international research status of customer relationship management theory, explains the concept and connotation of customer relationship management theory in detail, and introduces its main application industries. This paper introduces the current research status and application of automobile industry in China. Secondly, the current situation of dealer A customer relationship management is described, and then the customer relationship management system is analyzed to explain the advantages and find problems. Based on the results of customer satisfaction questionnaire, the existing problems in customer relationship management are analyzed. Using the quadrilateral graph model to analyze the existing customer satisfaction evaluation model, verify the analysis results. Finally, the paper puts forward the countermeasures to deal with the problems of dealer A in the existing customer relationship management, promotes the satisfaction degree of customers to the height of realizing customer loyalty, and designs a questionnaire to monitor the customer loyalty. Finally realize the double-win situation of customer value and enterprise profit. The innovation of this paper lies in paying more attention to customer loyalty management on the basis of current customer relationship management, designing loyalty questionnaire, fully analyzing the results of investigation, improving the problems in management and finally realizing true customer loyalty. Is the enterprise profit maximization.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F416.471

【参考文献】