广州白云机场集团客户关系管理方案研究

发布时间：2018-06-01 06:56

本文选题：客户关系管理（CRM） + 服务　；参考：《西北农林科技大学》2013年硕士论文

【摘要】：客户关系管理（CRM）已经成为现代工商业和电子商务必不可少的工具，客户关系管理也成为工商企业管理中重要的环节，是营销管理界新兴的关注点。广州新白云国际机场（以下简称白云机场）是国家三大民用机场之一，是广州的航空交通枢纽，截止2010年，旅客吞吐量达到2500万人次，年货运吞吐量110万吨。为了提高服务水平，保证公司的持续发展，白云机场引进了CRM系统。本人论述了广州白云机场集团客户关系管理研究的研究背景、目的、意义、思路方法，，并对客户关系研究的国内外研究动态进行了综述；然后重点探讨了客户关系管理的基本理论，包括定义分析、内涵揭示、特点总结和问题分析；在此基础上，对广州白云机场集团的现状进行了比较全面的分析，包括集团概况、集团客户、客户管理I情况和存在问题；之后，提出了机场CRM的解决方案，包括解决策略、系统框架、现有系统整合、实施和案例；最后对广州白云机场集团CRM的保障机制进行了归纳，包括选型保障、方案保障、实施保障。 CRM系统已经作为技术手段广为人知，并且在应用中体现了应有的作用。但是，作为管理方法和公司经营战略，还需要在公司制度、资源、人员培训和企业文化上加大投入力度。白云机场的CRM系统在结合当地具体经济、社会、人文环境的基础上，通过公司内部的制度整合、流程再造，就可充分发挥作用，可以有效地提升业务效率，整合内部资源，为客户带来更高的体验经历，为公司产生利益，加强公司的竞争力。
[Abstract]:CRM (customer relationship Management) has become an indispensable tool for modern industry and commerce and e-commerce. CRM has become an important part of business management and a new concern in marketing management field. Guangzhou New Baiyun International Airport (hereinafter referred to as Baiyun Airport) is one of the three major civil airports in China, and is the air transportation hub of Guangzhou. By 2010, the passenger throughput has reached 25 million person-times and the annual cargo throughput is 1.1 million tons. In order to improve the service level and ensure the sustainable development of the company, Baiyun Airport introduced the CRM system. This paper discusses the research background, purpose, significance, thinking methods of customer relationship management in Guangzhou Baiyun Airport Group, and summarizes the research trends of customer relationship research at home and abroad. Then it discusses the basic theory of customer relationship management, including definition analysis, connotation revelation, characteristics summary and problem analysis. On this basis, it makes a more comprehensive analysis of the current situation of Guangzhou Baiyun Airport Group, including the general situation of the Group. Group customer, customer management I situation and existing problems. Then, put forward the airport CRM solution, including the solution strategy, system framework, existing system integration, implementation and cases; Finally, the guarantee mechanism of Guangzhou Baiyun Airport Group CRM is summarized, including type selection guarantee, scheme guarantee and implementation guarantee. CRM system has been widely known as a technical means, and in the application of the due role. However, as a management method and a company management strategy, we also need to increase investment in corporate system, resources, personnel training and corporate culture. The CRM system of Baiyun Airport, on the basis of combining the local specific economic, social and human environment, through the internal system integration and process reengineering of the company, can play a full role, and can effectively enhance the business efficiency and integrate internal resources. Bring higher experience to customers, generate benefits for companies, and strengthen the competitiveness of the company.
【学位授予单位】：西北农林科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F562.6

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