A汽车公司客户关系管理系统优化

发布时间：2018-06-10 20:01

本文选题：顾客满意度 + 客户关系管理系统　；参考：《兰州理工大学》2013年硕士论文

【摘要】：随着全球一体化进程的加快和竞争日益激烈,顾客满意度将成为每个企业相互追求的目标,特别是在经营流程无差异的前提下,顾客满意度将会更重要,近年来我国汽车行业已经步入了高速发展的快车道,汽车市场竞争空前激烈,产品同质化的程度越来越高、可替代性也越来越强、服务模式也趋于同一化,顾客的消费行为也由原来的感性阶段进入了理性阶段,在一个复杂多变的市场竞争环境中,单纯的产品策略、服务策略等营销手段已经无法被顾客所认可,而以“顾客为中心,全心全意为顾客服务”,不断提高顾客满意度、培养独特的品牌已成为了汽车企业突破重围的唯一出路。本文将以A汽车公司如何运用客户关系管理系统提高顾客满意度为切入点,结合顾客满意度模型、系统优化、顾客实地调查等手段进行研究。首先,回顾了顾客满意度理论和模型以及满意度在国内外的研究状况。其次,重点对A汽车公司客户关系管理系统的现状进行描述,然后将客户关系管理系统进行同类对比,突出优势。最后将现有的客户关系管理系统进行优化,再进行前后使用对比,运用现场调研顾客满意度来突出取得的成效,目的是突出进行系统优化后的客户关系管理系统比过去所用的对提升顾客满意度更加有效。最后,通过调查问卷进行满意度调查,发现通过客户关系管理系统功能提升对顾客满意度提升有促进作用,用四分图模型进行分析后,验证了分析结果。所以从传统经营手段提升到现代化技术,在国内汽车行业中将会越来越多的企业运行系统进行业务管理,不断的更新信息化技术,使更能满意顾客的需要,从而立于市场竞争的主动位。
[Abstract]:With the acceleration of the global integration process and the increasingly fierce competition, customer satisfaction will become the goal of each enterprise to pursue each other, especially in the premise of no difference in business processes, customer satisfaction will be more important. In recent years, the automobile industry of our country has already stepped into the high-speed development fast lane, the automobile market competition is unprecedented intense, the product homogenization degree is higher and higher, the substitutability is also stronger and stronger, the service pattern also tends to be the same. The consumer behavior of the customer has also entered the rational stage from the original perceptual stage. In a complex and changeable market competition environment, the simple product strategy, service strategy and other marketing means can no longer be recognized by the customer, and take "customer as the center". "serve customers wholeheartedly" and continuously improve customer satisfaction, Cultivating a unique brand has become the only way for automobile enterprises to break through the tight encirclement. This paper will focus on how to use customer relationship management system to improve customer satisfaction, combining with customer satisfaction model, the system will be optimized. Firstly, it reviews the theory and model of customer satisfaction and the research situation of customer satisfaction at home and abroad. Secondly, it describes the current situation of customer relationship management system in A automobile company. Then the customer relationship management system for the same kind of comparison, outstanding advantages. Finally, the existing customer relationship management system will be optimized, and then used before and after comparison, the use of on-site research customer satisfaction to highlight the results achieved, The purpose of this paper is to highlight the effectiveness of the optimized customer relationship management system in improving customer satisfaction. Finally, the customer relationship management system is investigated by questionnaire. It is found that the function enhancement of customer relationship management system can promote the improvement of customer satisfaction. The analysis results are verified by using the quadrilateral graph model. So from the traditional management means to the modern technology, more and more enterprises will operate the business management system in the domestic automobile industry, constantly update the information technology, so as to meet the needs of the customers. Thus stands in the market competition the initiative position.
【学位授予单位】：兰州理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471

【参考文献】