价值链视角下H企业客户关系管理研究

发布时间：2018-12-16 19:02

【摘要】：随着生产力的不断解放和商品经济的发展，商业已遍及世界各个角落，每一个人都生活中世界商业这个大的环境中，传统的生产营销理论也跟随着时代和现实情况有所转变，企业的生产以不再是生产出去的产品都能销售出去这种以生产为主的商业环境了，主动权已经移到客户或者消费者手中了，由于物质的极大丰富，消费者或买者成为市场交易活动的掌控者。当今，每一家企业都把客户资源当做企业发展的前提要素，“客户就是上帝”，“一切为了客户”这种新的商业营销理念已深入人心，得到普遍的认可和接受。随着世界经济一体化进展的推进，商业环境的竞争日趋激烈，每一个行业、价值链的每一个环节都有很多竞争者。在面对这种情况下，企业不能不重视客户资源的挖掘和利用，他们从关注企业内部价值链慢慢转向企业外部价值链的重视。单一的价值提供不再具有明显的竞争力，只有从整个价值链的完善和打造中才能维持长久而主动的竞争优势，客户是企业外部价值链中的重要环节，是企业的产品或服务转变通往市场，从而转变为资金，实现价值链的连续和循环的关键一步，那么如何维持有效的客户关系，并对客户价值有自己的判断，为企业能够合理分配资源，培育客户价值就是任何一个企业都必须解决的重要课题。本文从就是依据迈克尔·波特价值链的理论，阐述客户在价值链中的地位，对价值链的影响。通过对价值链和客户关系相关文献理论的回顾，分析企业内外部价值链，提出客户关系管理的核心是客户价值管理，并构建价值链CRM模型。在深入剖析H企业客户关系管理的特点和现状的基础上，构建了基于价值链视角下客户价值评价模型体系，以H企业为案例，搜集相关数据作为分析，通过层次分析法得出分数和排名，，并提出相应的对策，旨在帮助企业对其客户有更深入的了解的同时，为企业管理客户提供一种现实的可参考的理论方法。
[Abstract]:With the unceasing liberation of productive forces and the development of commodity economy, commerce has spread all over the world. Everyone lives in the big environment of world commerce, and the traditional production and marketing theory also changes with the times and reality. The production of enterprises can be sold in such a production-oriented business environment as no longer the products produced out. The initiative has been transferred to the hands of customers or consumers, because of the great abundance of materials. A consumer or a buyer becomes the master of market trading activities. Nowadays, every enterprise regards the customer resource as the prerequisite element of the enterprise development, "the customer is the God", "all for the customer" this kind of new commercial marketing idea has been deeply popular, obtains the universal recognition and the acceptance. With the development of the world economic integration, the competition in the business environment is becoming more and more fierce. There are many competitors in every industry and every link of the value chain. In the face of this situation, enterprises can not but attach importance to the mining and utilization of customer resources, they are slowly changing from paying attention to the internal value chain of enterprises to the attention of the external value chain. The single value supply is no longer obviously competitive, only from the improvement and creation of the whole value chain can we maintain a long-term and active competitive advantage. Customers are an important link in the external value chain of an enterprise. It is a key step for a company to transform its products or services to the market, thereby turning them into funds, and realizing the continuity and cycle of the value chain, so how to maintain an effective customer relationship and have its own judgment on customer value, It is an important task for any enterprise to allocate resources reasonably and cultivate customer value. According to Michael Porter's theory of value chain, this paper expounds customer's position in value chain and its influence on value chain. By reviewing the theory of value chain and customer relationship related literature, this paper analyzes the internal and external value chain of enterprises, puts forward that the core of customer relationship management is customer value management, and constructs the value chain CRM model. On the basis of deeply analyzing the characteristics and present situation of customer relationship management in H enterprise, this paper constructs a customer value evaluation model system based on value chain perspective, taking H enterprise as a case, collecting relevant data as an analysis. Through analytic hierarchy process (AHP) score and ranking are obtained and corresponding countermeasures are put forward in order to help enterprises understand their customers more deeply and at the same time to provide a practical theoretical method for the management of customers.
【学位授予单位】：陕西科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274

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