J省报刊零售公司客户关系管理环境下的业务流程再造研究

发布时间：2018-07-27 17:32

【摘要】：随着信息技术的快速发展,电视媒体和网络媒体对J省报刊零售公司的业绩冲击较大,为了改善目前这种不利局面,J省报刊零售公司实施了客户关系管理(CRM),在整个实施的过程中产生的成效并不是很明显,本文通过深入分析影响公司CRM实施成效不足的因素,发现公司内部的业务流程问题是阻碍CRM成效不足的重要因素。面对CRM实施成效的不足和公司内部的管理问题,该公司高层管理者认识到了公司所面临的困难,为了公司长期的可持续发展,领导层决定在客户关系管理背景下对公司内部的业务流程进行再造,通过对CRM和BPR进行整合的分析,研究出CRM本身对公司内部业务流程的要求,从而对业务流程进行重新设计和优化,将公司原有的功能型管理模式改变为业务流程管理模式。本论文以客户关系管理和业务流程再造理论为依托,以J省报刊零售公司的CRM实施成效不足和业务流程为研究对象,通过分析该公司的发展概况,业务流程现状、CRM和BPR整合研究等相关问题,找出公司CRM实施成效不足的最主要因素,结合公司内部业务流程所面临的问题,提出了在CRM环境下对业务流程进行再造的必要性。在此基础上,对J省报刊零售公司在CRM环境下对业务流程再造后的效果进行评价和考核。
[Abstract]:With the rapid development of information technology, TV media and network media have a great impact on the performance of newspaper retail companies in J province. In order to improve this unfavorable situation, it is not obvious that the implementation of customer relationship Management (CRM),) in the whole process of the implementation of customer relationship Management (CRM) by the newspaper and Retail Company of J province. This paper analyzes the factors that affect the insufficient effect of CRM implementation in the company. Finding business process problems within the company is an important factor hindering the effectiveness of CRM. Faced with the shortage of CRM implementation and the internal management problems, the senior managers of the company realized the difficulties faced by the company, and for the sake of the long-term sustainable development of the company, The leadership decided to reengineer the internal business process of the company in the context of customer relationship management. Through the analysis of the integration of CRM and BPR, the requirements of CRM itself for the internal business process of the company were studied. In order to redesign and optimize the business process, the original functional management model is changed into the business process management model. Based on the theory of customer relationship management and business process reengineering, this paper takes the lack of CRM implementation effectiveness and business process of province J newspaper retail company as the research object, through the analysis of the general situation of the company's development. The present situation of business process is related to the research of CRM and BPR integration, and the main factors for the insufficient implementation of CRM are found out. Combined with the problems faced by the internal business process, the necessity of reengineering the business process under the CRM environment is put forward. On this basis, the paper evaluates and assesses the effect of business process reengineering in J province newspaper retail company under CRM environment.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274

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