大庆油田建设集团客户关系项目化管理研究
发布时间：2019-07-05 06:46
【摘要】：在当今全球经济的大环境中，“过剩”或“相对过剩”已成为全球经济的基本特征，渗透到每一个行业中，同质化产品和服务充斥着市场，企业面临越来越大的生存压力，越来越多企业逐渐重视客户关系管理。近年来随着建设集团油田外部市场份额的不断扩大，每年承揽的施工项目数量也越来越多，客户日趋增多，客户关系管理还停留在传统的管理模式中，没有专业的客户关系管理体系；随着市场竞争环境的日益激烈，客户流失现象也日趋严重。传统的客户关系管理工作流程已经很难适应e当今d 建设集团快速发展的现状，如何科学有效地管理客户关系成为本集团目前迫切要解决的问题。 本文从客户关系管理及项目化管理的内容和国内外研究现状入手，阐述客户关系项目化管理的相关理论。然后简要介绍了大庆油田建设集团客户关系管理工作的现状。通过对大庆油田建设集团客户关系管理工作情况的梳理，发现了不少有待于解决的问题，包括：没有树立以客户为核心的思想、没有形成关键客户（大客户）的营销策略、没有建立专业的客户关系管理流程等，进而分析了大庆油田建设集团客户资源项目化管理的必要性和可行性。最后根据建设集团客户关系管理的实际工作，提出构建大庆油田建设集团客户关系项目化管理体系，围绕构建体系展开论述，包括：大庆油田建设集团客户关系项目化管理战略的制定、企业文化的变革、组织结构的设计、业务流程的设计、CRM信息平台的开发等。通过整套体系的设计，把客户关系管理工作看作一个项目来实施管理运作，希望能达到规范流程管理，提高客户关系管理效率，提高客户满意度的预期目标，为企业保持和获得更多忠诚客户，进而提升本集团的综合竞争实力。
文内图片：
图片说明：大庆油田建设集团客户细分依据在建设集团传统的客户管理中，对客户的分类很粗犷，如大型客户、小型客户，，ed
[Abstract]:In the current global economic environment, "excess" or "relative surplus" has become the basic characteristics of the global economy. After permeating every industry, homogeneous products and services are full of markets, enterprises are facing more and more survival pressure, and more enterprises pay more and more attention to customer relationship management. In recent years, with the continuous expansion of the external market share of the oil field of the Construction Group, the number of construction projects contracted every year is also increasing, the customer relationship management is still in the traditional management mode, there is no professional customer relationship management system, with the increasingly fierce market competition environment, the phenomenon of customer loss is becoming more and more serious. The traditional customer relationship management workflow has been difficult to adapt to the current situation of the rapid development of e construction group. How to manage customer relationship scientifically and effectively has become an urgent problem to be solved in the group at present. Starting with the content of customer relationship management and project management and the research status at home and abroad, this paper expounds the related theories of customer relationship project management. Then it briefly introduces the present situation of customer relationship management in Daqing Oilfield Construction Group. Through combing the situation of customer relationship management in Daqing Oilfield Construction Group, this paper finds out many problems to be solved, including: not setting up the idea of taking customer as the core, not forming the marketing strategy of key customer (big customer), not establishing professional customer relationship management process, etc., and then analyzing the necessity and feasibility of customer resource project management of Daqing Oilfield Construction Group. Finally, according to the actual work of customer relationship management of construction group, this paper puts forward the construction of customer relationship project management system of Daqing oil field construction group, and discusses the construction system, including the formulation of customer relationship project management strategy of Daqing oil field construction group, the change of enterprise culture, the design of organizational structure, the design of business process, the development of CRM information platform and so on. Through the design of the whole system, the customer relationship management is regarded as a project to carry out the management operation, hoping to achieve the expected goal of standardizing process management, improving the efficiency of customer relationship management, improving customer satisfaction, maintaining and obtaining more loyal customers for the enterprise, and then enhancing the comprehensive competitive strength of the group.
【学位授予单位】：东北石油大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.2
文内图片：
图片说明：大庆油田建设集团客户细分依据在建设集团传统的客户管理中，对客户的分类很粗犷，如大型客户、小型客户，，ed
[Abstract]:In the current global economic environment, "excess" or "relative surplus" has become the basic characteristics of the global economy. After permeating every industry, homogeneous products and services are full of markets, enterprises are facing more and more survival pressure, and more enterprises pay more and more attention to customer relationship management. In recent years, with the continuous expansion of the external market share of the oil field of the Construction Group, the number of construction projects contracted every year is also increasing, the customer relationship management is still in the traditional management mode, there is no professional customer relationship management system, with the increasingly fierce market competition environment, the phenomenon of customer loss is becoming more and more serious. The traditional customer relationship management workflow has been difficult to adapt to the current situation of the rapid development of e construction group. How to manage customer relationship scientifically and effectively has become an urgent problem to be solved in the group at present. Starting with the content of customer relationship management and project management and the research status at home and abroad, this paper expounds the related theories of customer relationship project management. Then it briefly introduces the present situation of customer relationship management in Daqing Oilfield Construction Group. Through combing the situation of customer relationship management in Daqing Oilfield Construction Group, this paper finds out many problems to be solved, including: not setting up the idea of taking customer as the core, not forming the marketing strategy of key customer (big customer), not establishing professional customer relationship management process, etc., and then analyzing the necessity and feasibility of customer resource project management of Daqing Oilfield Construction Group. Finally, according to the actual work of customer relationship management of construction group, this paper puts forward the construction of customer relationship project management system of Daqing oil field construction group, and discusses the construction system, including the formulation of customer relationship project management strategy of Daqing oil field construction group, the change of enterprise culture, the design of organizational structure, the design of business process, the development of CRM information platform and so on. Through the design of the whole system, the customer relationship management is regarded as a project to carry out the management operation, hoping to achieve the expected goal of standardizing process management, improving the efficiency of customer relationship management, improving customer satisfaction, maintaining and obtaining more loyal customers for the enterprise, and then enhancing the comprehensive competitive strength of the group.
【学位授予单位】：东北石油大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.2
【参考文献】
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