SY公司LED照明产品的客户关系管理研究
发布时间：2018-10-25 13:44
【摘要】：在经济全球化及信息化技术突飞猛进的今天，企业面临的商业环境及市场行情发生着巨大的变化，市场竞争状况愈演愈烈，使企业面临着前所未有的挑战。越来越多的企业都觉悟到，客户已发展成为企业最宝贵的资源之一，提高客户满意度，留住老客户，开发新客户，建立与客户间的策略性双赢合作伙伴关系是企业永续经营的根本，因而客户关系管理策略也就成了如今商业策略的一个重要组成部份。客户关系管理的本质，是通过系统化的方法，改善公司与客户之间的关系，用优质的产品与服务满足客户个性化的需求，最终获得客户的认可，并赢得市场及利润。 良好的客户关系管理策略，有助于企业去管理及综合运用最为宝贵的客户数据，从而更加全面的分析客户的相关的历史数据履历，预估客户未来需求的变化趋势，进一步改善客户服务流程，提高客户的满意度，提升客户的忠诚度。同时，客户关系管理能够帮助企业从竞争对手那里竞争赢回客户、长久留住客户，并使客户的价值最大化，通过现代的信息技术--CRM软件系统，还可以标准化相关业务流程，让制度运作的效率最优化，在公司内部提供信息共享平台，提高企业内部员工的工作能力，推动企业成长，并带来更丰厚利润。 本文参照诸多专家学者研究成果的基础上，选择作者服务的SY公司作为研究对象，并简要分析了LED照明行业目前的市场情况，，及行业客户CRM实施的情况，描述SY公司利用定制化的产品研发及客户服务策略，进行市场开拓及客户关系管理，并通过软件系统、组织保证，人员观念的改变等方法将与之相关的作业流程进行标准化，确保系统长期有效的运行。
[Abstract]:Today, with the rapid development of economic globalization and information technology, the business environment and market are undergoing tremendous changes, and the market competition is becoming more and more fierce, which makes the enterprises face unprecedented challenges. More and more enterprises are aware that customers have developed into one of the most valuable resources for enterprises to improve customer satisfaction, retain old customers, and develop new customers. The establishment of strategic win-win partnership with customers is the foundation of sustainable business, so customer relationship management strategy has become an important part of business strategy today. The essence of customer relationship management (CRM) is to improve the relationship between the company and customers through systematic methods, to meet the individual needs of customers with high quality products and services, and to win the recognition of customers and win the market and profits. A good customer relationship management strategy will help enterprises to manage and comprehensively use the most valuable customer data, thus more comprehensive analysis of the customer's related historical data resume, and estimate the future trends of customer demand. Further improve customer service process, improve customer satisfaction, enhance customer loyalty. At the same time, CRM can help enterprises to win back customers from competitors, retain customers for a long time, and maximize the value of customers. Through modern information technology-CRM software system, it can also standardize related business processes. To optimize the efficiency of system operation, to provide information sharing platform within the company, to improve the working ability of employees, to promote the growth of enterprises, and to bring more profits. Based on the research results of many experts and scholars, this paper selects SY Company, which is served by the author, as the research object, and briefly analyzes the current market situation of LED lighting industry and the implementation of CRM by industry customers. This paper describes the SY company's application of customized product development and customer service strategy to market development and customer relationship management, and standardizes the related work flow through software system, organization assurance, personnel concept change and so on. Ensure long-term and efficient operation of the system.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.6
本文编号：2293869
[Abstract]:Today, with the rapid development of economic globalization and information technology, the business environment and market are undergoing tremendous changes, and the market competition is becoming more and more fierce, which makes the enterprises face unprecedented challenges. More and more enterprises are aware that customers have developed into one of the most valuable resources for enterprises to improve customer satisfaction, retain old customers, and develop new customers. The establishment of strategic win-win partnership with customers is the foundation of sustainable business, so customer relationship management strategy has become an important part of business strategy today. The essence of customer relationship management (CRM) is to improve the relationship between the company and customers through systematic methods, to meet the individual needs of customers with high quality products and services, and to win the recognition of customers and win the market and profits. A good customer relationship management strategy will help enterprises to manage and comprehensively use the most valuable customer data, thus more comprehensive analysis of the customer's related historical data resume, and estimate the future trends of customer demand. Further improve customer service process, improve customer satisfaction, enhance customer loyalty. At the same time, CRM can help enterprises to win back customers from competitors, retain customers for a long time, and maximize the value of customers. Through modern information technology-CRM software system, it can also standardize related business processes. To optimize the efficiency of system operation, to provide information sharing platform within the company, to improve the working ability of employees, to promote the growth of enterprises, and to bring more profits. Based on the research results of many experts and scholars, this paper selects SY Company, which is served by the author, as the research object, and briefly analyzes the current market situation of LED lighting industry and the implementation of CRM by industry customers. This paper describes the SY company's application of customized product development and customer service strategy to market development and customer relationship management, and standardizes the related work flow through software system, organization assurance, personnel concept change and so on. Ensure long-term and efficient operation of the system.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F426.6
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本文编号：2293869
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