基于CRM系统的上海沥青公司客户关系提升策略研究

发布时间：2018-06-19 11:00

本文选题：沥青产品 + CRM系统　；参考：《华东理工大学》2013年硕士论文

【摘要】：近些年中国经济快速发展,石化产品面对从卖方市场向买方市场的转变,上海沥青公司作为石化产品整合的专业化销售公司,随着中石化产品在市场上主导地位的减弱,随着生产企业产能的不断扩大,市场竞争变得日趋激烈。沥青公司作为承接生产企业到客户的供应链中重要的一环,有着确保生产企业生产后路畅通的特殊历史使命,也有着为中石化炼油板块创造效益,减轻炼油板块亏损的重任。如何能够做到未雨绸缪,这就需要我们以服务客户为中心,维护好与客户之间的关系,与客户形成战略合作伙伴关系,创建沥青公司稳定的销售渠道。沥青公司通过CRM系统维护与客户的关系,与客户进行有效的沟通,为客户提供个性化的服务,提升客户满意度,提高客户的忠诚度。本文通过阐释CRM系统下沥青公司客户关系管理的现状,和在现代企业管理中客户关系的必要性,结合作者在中石化CRM系统的项目应用实践,通过提升CRM系统功能,加强对客户的服务意识,提升公司销售人员业务水平,减少业务人员变动,增加客户的忠诚度,从而确保构建一个双赢的营销网络。
[Abstract]:In recent years, with the rapid development of China's economy and the transition of petrochemical products from the seller's market to the buyer's market, Shanghai Asphalt Company, as a specialized sales company for the integration of petrochemical products, as the dominant position of Sinopec products in the market has weakened. With the continuous expansion of production capacity, market competition has become increasingly fierce. As an important part of the supply chain from the production enterprises to the customers, the asphalt company has a special historical mission to ensure the smooth production process of the production enterprises, and also has the important task of creating benefits for the refining plate of Sinopec and reducing the losses of the refining plate. How to prepare for a rainy day requires us to take serving customers as the center, maintain the relationship with customers, form a strategic partnership with customers, and create a stable sales channel for asphalt companies. The asphalt company maintains the relation with the customer through CRM system, carries on the effective communication with the customer, provides the individualized service for the customer, enhances the customer satisfaction, enhances the customer loyalty. Through explaining the current situation of customer relationship management in asphalt company under CRM system and the necessity of customer relationship in modern enterprise management, combined with the project application practice of CRM system in Sinopec, this paper improves the function of CRM system. Strengthen the service consciousness to the customer, improve the business level of the sales staff, reduce the change of the business personnel, increase the loyalty of the customer, so as to ensure the construction of a win-win marketing network.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F270.7;F426.72

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