M家居建材贸易公司的客户关系管理

发布时间：2018-03-08 02:11

本文选题：营销管理　切入点：客户关系管理　出处：《华南理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着经济的发展、物质产品的极大丰富和人们生活水平的提高，人们在基本的需求满足之后，已逐渐追求更高层次的、精神上的满足感。因此，企业若单凭某些单一层次上的竞争，如局部的产品竞争、价格竞争和资源竞争等来参与商战，势必会南辕北辙，须将目光投向那些能够全方位展现企业整体实力的竞争，特别是客户这个各个行业激烈争夺的稀缺性资源。谁掌握了客户，谁就拥有了市场份额。然而面对消费诉求各不相同的客户群体，如何采取针对性的策略进行有效的管理就成为值得研究的课题。进口家居建材代理公司特性是没有自己生产的产品，只是营销所代理的国外产品，于是乎它的营销显得至关重要。另外，此类公司的消费群体为高端客户，而高端客户的维系、满意度的提升、再次购买率以及客户的转介绍等，则直接会影响销售业绩。所以其客户关系管理显得尤为重要。 M家居建材公司作为世界高端建材品牌进入中国的重要战略合作伙伴，，是家居建材行业企业的一个缩影。作者在文中对该公司客户管理现状进行了细致的分析并提出了相应的对策。作者通过运用客户关系管理以及营销管理的理论，结合实地走访等对M家居建材公司的内外部竞争环境、以及企业内部的客户管理现状等进行分析，发现其存在的问题，进而提出建设性的改进建议，以此提高M家居建材公司整体客户管理效率和核心竞争力，从而使得该公司占领更多的市场份额。
[Abstract]:With the development of economy, the great wealth of material products and improve the living standards of people, people on the basic needs, has been the pursuit of a higher level of mental satisfaction. Therefore, if enterprises with certain single level of competition, such as local product competition, price competition and resource competition to participate in the war, is bound to be different, to be eyeing who can show the overall strength of enterprises all-round competition, especially in the fierce competition for customers in various industries of the scarcity of resources. Who mastered the customer, who has a market share. However, in the face of consumer demands of different customer groups, to take targeted strategies for effective management has become a topic worthy of study.
The import of building materials company Home Furnishing properties are not only their own products, marketing agents of foreign products, so it is essential to marketing. In addition, the company's consumer groups for high-end customers, while maintaining high-end customers, enhance the satisfaction, re purchase rate and customer referrals, directly will sales. So the customer relationship management is particularly important.
M Home Furnishing building materials company as the world's high-end brand building materials into the important strategic partner China, is a microcosm of Home Furnishing building materials industry enterprises. In this paper the status quo of management of the company's customers are analyzed and put forward corresponding countermeasures. The author makes use of customer relationship management and marketing management theory, combined with field visits on the M Home Furnishing building materials company's internal and external competition environment and internal customer management situation analysis, find out the existing problems, and puts forward constructive suggestions for improvement, in order to improve the M Home Furnishing building materials company overall customer management efficiency and core competitiveness, so as to enable the company to occupy more market share.

【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.92

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