基于客户价值评估的A半导体公司核心客户关系管理

发布时间：2018-06-14 22:31

本文选题：客户价值 + 客户细分　；参考：《电子科技大学》2013年硕士论文

【摘要】：随着全球经济的飞速发展，企业之间的竞争不断加剧，企业的商务环境也发生着巨大的变化，客户不再是被动的接受者，其在交易中的地位产生了根本性的转变。对于一个企业来说，客户既是其重要的资产，同时客户也是这家企业在整个行业，乃至整个市场中的竞争点，企业与客户之间的关系也在逐渐加强，客户管理已经成为衡量企业综合竞争力的必然影响条件。客户价值是客户管理的核心，在对客户的开发，保留和持续发展的生命周期里，对客户价值的评估，判断始终是贯穿整个过程的着重点。谈到客户价值，我们要想到的是，客户能够为企业创造怎么样价值，同时我们还要考虑到企业又能够给客户带来怎么样的收获。所以说，我们可以将客户价值理解为上述两个不同层面的内容。在这里，，本文研究的是客户为企业创造的价值，并且以一家半导体制造企业——A半导体公司作为研究对象。本文的主要内容包括以下几个方面：首先，对核心客户关系管理产生的背景和理论上的沿革作了详细的探讨，提出核心客户关系管理产生的条件和必然性，对客户价值评估方法和客户细分等概念，根据研究的文献对其进行了阐述，同时还根据现在的客户价值，以及客户细分的现状等进行了进一步的探讨；其次，由于企业在客户关系管理方面的实际需要，本文将构建了一套适合客户关系管理，尤其是适合核心客户关系管理的体系，用于讨论并深化客户价值评估；然后，根据文中研究的客户价值评估体系，把这种评估方法应用到A半导体公司的现阶段客户管理，确定客户分类的标准；最后，综合分析客户细分理论及核心客户关系管理具体实施细节。本文的研究旨在通过研究客户价值评价体系和客户细分方法的建立，探讨一套对A半导体公司有效的核心客户关系管理的客户价值评估方法，从而帮助企业识别核心客户，针对不同的客户群体区别对待，总结出一套行之有效的核心客户关系管理方法和实施手段，实现以最小成本获得最大的收益，提高企业在半导体市场的整体竞争力。
[Abstract]:With the rapid development of the global economy, the competition between enterprises is becoming more and more serious, and the business environment of enterprises is also undergoing tremendous changes. Customers are no longer passive recipients, and their position in transactions has changed fundamentally. For an enterprise, the customer is not only its important asset, but also the competition point of the enterprise in the whole industry and even the whole market. The relationship between the enterprise and the customer is gradually strengthened. Customer management has become an inevitable influence condition to measure the comprehensive competitiveness of enterprises. Customer value is the core of customer management. In the life cycle of customer development, retention and continuous development, the evaluation of customer value is always the focus of the whole process. When it comes to customer value, what we should think about is how the customer can create value for the enterprise, and at the same time, we have to consider what kind of gain the enterprise can bring to the customer. Therefore, we can understand customer value as the above two different levels of content. Here, this paper studies the value created by customers for enterprises, and takes A semiconductor company as the research object. The main contents of this paper include the following aspects: firstly, the background and theoretical evolution of core customer relationship management are discussed in detail, and the conditions and inevitability of core customer relationship management are put forward. The concept of customer value evaluation and customer segmentation is expounded according to the research literature. At the same time, it is further discussed according to the current customer value and the current situation of customer segmentation. Secondly, Due to the actual needs of the enterprise in customer relationship management, this paper will build a suitable system for customer relationship management, especially for core customer relationship management, to discuss and deepen customer value evaluation. According to the customer value evaluation system studied in this paper, this evaluation method is applied to the current customer management of A semiconductor company to determine the standard of customer classification. Comprehensive analysis of customer segmentation theory and the implementation of core customer relationship management details. The purpose of this paper is to study the establishment of customer value evaluation system and customer segmentation method, and to explore a set of effective customer value evaluation methods for core customer relationship management of A semiconductor company, so as to help enterprises identify core customers. According to different customer groups, this paper summarizes a set of effective core customer relationship management methods and implementation methods to achieve the maximum profit at the minimum cost, and improve the overall competitiveness of enterprises in the semiconductor market.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F416.63

【参考文献】