锦州港客户关系管理研究

发布时间：2018-08-30 10:34

【摘要】：受到全球经济危机和运力过剩问题影响,全球航运市场持续低迷,同时受到宏观经济的调整和钢铁产能过剩影响,当前沿海运输市场持续低迷,衰退程度已经超过金融危机时的低潮,低迷的航运市场态势对我国港口企业造成了严重的冲击。另外,由于我国市场机制的不断完善,港口的建设发展,港口之间的竞争也日趋激烈,港口企业只有不断提高核心竞争力,降低企业运营成本同时扩大企业利润,才能在严酷的市场环境下求得生存发展。锦州港一个集生产经营、港口建设和拓展开发为一体的大型港口企业,目前拥有生产泊位24个,其中包括25万吨级油泊位、10万吨级散杂货泊位和10万吨级集装箱专用泊位,是辽宁省重点发展的北方区域性枢纽港口。随着港口企业经营环境日趋恶化,锦州港也逐步认识到客户对于企业的重要性。而客户关系管理相关理论可以帮助企业有效地留住客户、与客户建立稳定的合作关系,同时最大化的实现企业的客户价值,因此本文旨在利用客户关系管理相关理论,为锦州港未来经营发展提出建设性的意见和建议。本文首先研究客户关系相关理论及其在港口企业的实践应用,认为企业实施客户关系管理过程中的核心问题是采用恰当的方法对企业客户进行分类,并且有针对性的实施相应的营销管理策略；同时分析和讨论了港口企业的特点和实施客户关系管理的要点,在理论上为锦州港实施客户关系管理提供相应的理论基础。本文分析了锦州港客户关系管理现状与存在问题,认为当前锦州港在应用客户关系管理过程中在客户信息采集、客户信息管理系统建设、公司管理组织结构和专业化分析团队建设等方面存在一定的问题。同时,针对锦州港客户关系管理现状,本文利用三维客户细分方法对锦州港客户进行了分类,从维护现有客户和开发潜在客户两方面提出了适合锦州港发展的客户关系管理策略,并针对锦州港客户关系管理存在问题,提出了锦州港客户关系管理的实施方案。
[Abstract]:Affected by the global economic crisis and overcapacity, the global shipping market continues to be depressed, and at the same time affected by macroeconomic adjustments and overcapacity of steel, the current coastal transport market continues to be depressed. The recession has exceeded the low tide during the financial crisis, and the weak shipping market has caused a serious impact on the port enterprises of our country. In addition, due to the continuous improvement of market mechanism, the development of port construction and the increasingly fierce competition between ports, port enterprises must constantly improve their core competitiveness, reduce their operating costs and expand their profits. In order to survive and develop in the harsh market environment. A large port enterprise in Jinzhou Port, which integrates production and operation, port construction and development, currently has 24 production berths, including 250,000 dwt oil berths and 100,000-ton bulk berths and 100,000-ton container berths. Liaoning Province is the key development of the northern regional hub port. With the worsening of port business environment, Jinzhou Port has gradually realized the importance of customers to enterprises. The theory of customer relationship management can help enterprises to effectively retain customers, establish stable cooperative relationship with customers, and maximize customer value. Therefore, this paper aims to make use of the relevant theory of customer relationship management. Put forward constructive suggestions and suggestions for the future operation and development of Jinzhou Port. This paper first studies the theory of customer relationship and its practical application in port enterprises. It is considered that the core problem in the process of implementing customer relationship management is to use appropriate methods to classify enterprise customers. At the same time, it analyzes and discusses the characteristics of port enterprises and the key points of implementing customer relationship management, which provides a theoretical basis for the implementation of customer relationship management in Jinzhou Port. This paper analyzes the current situation and existing problems of customer relationship management in Jinzhou Port, and points out that in the process of applying customer relationship Management in Jinzhou Port, customer information is collected and customer information management system is built. There are some problems in management organization structure and professional analysis team construction. At the same time, according to the current situation of customer relationship management in Jinzhou Port, this paper classifies the customers of Jinzhou Port by using three-dimensional customer segmentation method. This paper puts forward the customer relationship management strategy suitable for the development of Jinzhou Port from the aspects of maintaining existing customers and developing potential customers. Aiming at the existing problems of customer relationship management in Jinzhou Port, the implementation scheme of customer relationship Management in Jinzhou Port is put forward.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F552.6

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