京东商城客户关系管理改进研究

发布时间：2018-01-04 18:02

本文关键词：京东商城客户关系管理改进研究　出处：《青岛大学》2017年硕士论文　论文类型：学位论文

【摘要】：在新的市场环境下,客户关系管理已经成为企业提高市场适应力的重要手段。现阶段,网络购物的盛行使电子商务越来越广为人知,网络营销已经进入了一个全盛的时期。但是随之产生的问题也愈加明显,即买家与卖家在交易过程中产生的矛盾,如产品质量、售后服务等,已经影响到电子商务企业的健康发展,使企业——顾客关系难以为继。因此如何解决这一矛盾,改善卖家与买家的关系成为企业客户关系管理的主要内容,也成为学术界一个全新的研究领域和新兴的研究课题。本研究的目的在于以京东商城为例,分析并总结现实中电子商务企业在客户关系管理中存在的主要问题,提出网络营销环境下京东商城客户关系管理的具体策略,使京东商城在赢取新客户、巩固现有顾客,提高顾客忠诚度等方面获得更大的成效。本文的研究不仅为目前正在从事电子商务的企业,更为其他不同领域企业提供建立CRM的推动力以及实施CRM的战略指导,使客户关系管理真正成为其赢得市场竞争的有力武器。研究指出京东商城客户关系管理存在的问题在于缺乏对顾客的全方位认识,缺乏对顾客的科学管理,客户关系管理流程出现脱节现象,客服人员缺乏实施客户关系管理的能力,沟通互动不到位。分析问题的原因在于对CRM的认识不足,资金制约,人才匮乏,新技术的风险性。对此本文提出客户资源深度开发,完善客户关系管理软件,创新营销模式等建议。同时提出了强化企业文化建设,优化企业组织结构,巩固CRM软件建设,加强人力资源保障力度,深化顾客研究策略,加强与顾客的沟通,加大顾客参与力度等客户关系管理策略实施的保障性建议。
[Abstract]:In the new market environment, customer relationship management has become an important means for enterprises to improve market adaptability. At present, the prevalence of online shopping makes e-commerce more and more widely known. Network marketing has entered a prosperous period, but the resulting problems are increasingly obvious, that is, buyers and sellers in the process of trading contradictions, such as product quality, after-sales service and so on. Has affected the healthy development of e-commerce enterprises, making the enterprise-customer relationship difficult to continue. Therefore, how to solve this contradiction, improve the relationship between sellers and buyers has become the main content of enterprise customer relationship management. The purpose of this study is to take JingDong Mall as an example to analyze and summarize the main problems in customer relationship management of e-commerce enterprises in reality. Put forward the specific strategy of customer relationship management of JingDong Mall under the network marketing environment, make JingDong Mall win new customers and consolidate existing customers. Improve customer loyalty and other aspects to achieve greater results. This study is not only for the current engaged in e-commerce enterprises. More different areas of enterprises to provide the impetus for the establishment of CRM and the implementation of CRM strategic guidance. The study points out that the problem of customer relationship management in JingDong Mall lies in the lack of comprehensive understanding of customers and the lack of scientific management of customers. Customer relationship management process appears disjointed, customer service personnel lack the ability to implement customer relationship management, communication and interaction is not in place. The analysis of the problem lies in the lack of understanding of CRM, capital constraints, lack of talent. This paper puts forward some suggestions such as the deep development of customer resources, the perfection of customer relationship management software, the innovation of marketing mode, and so on. At the same time, it puts forward some suggestions to strengthen the construction of enterprise culture and optimize the organizational structure of enterprises. Strengthen the CRM software construction, strengthen the strength of human resources, deepen the customer research strategy, strengthen the communication with customers, increase customer participation and other customer relationship management strategy implementation recommendations.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F724.6

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