基于手机设计行业客户项目管理策略的研究

发布时间：2018-09-12 10:27

【摘要】：现今,手机行业在国内快速发展,到2012年第三季度,中国手机生产出货总量已占世界总量的20%,手机产业在国内IT行业所占的比重越来越大,但随着手机价格的整体下滑,企业的成本压力越来越大,手机行业的竞争也愈加激烈。那么怎样才能在满足市场需求的同时,留住更多的客户,为公司带来丰厚的利润呢?众多手机方案设计公司在竞争中胜出的一个关键因素是做好客户项目管理。本文以典型的手机设计行业客户项目管理工作作为切入点,参考了IT行业的多种管理,营销理论,对手机设计行业客户项目管理的工作进行分析,优化,旨在更好的服务客户并在激烈的市场竞争中获取更多的收益。客户项目管理工作是连接公司与客户端的一个重要窗口,有效的客户项目管理工作不仅可以成功的介绍公司的产品,还可以有效的推动后续项目的开展,保证客户新产品的顺利上市。同时,有效的客户项目管理工作还可以获得客户对公司的认可,引导客户的潜在需求,从而取得更多的市场机会。在市场竞争越来越激烈的今天,通过有效的客户项目管理来取得客户的信任,保证项目的成功,成为众多手机设计公司普遍使用且非常重要的手段。本文第一部分介绍了手机设计行业客户项目管理的选题背景、研究内容及意义。第二部分介绍了项目管理以及IT项目管理理论,研究了项目管理理论的发展以及常见的项目管理方法。第三部分描述了手机设计行业客户的现状以及客户项目管理的普遍做法,结合客户关系管理,关系营销,绝对优势理论,精细化管理等理论,针对客户项目运作中出现的问题做进一步研究分析,指出客户项目管理在实际操作中存在的亟待改善之处。第四部分结合H公司的现状,对客户项目管理工作的问题点进行整改及优化,并把优化后的客户项目管理策略应用到实际管理案例中进一步深入分析,讨论了实施后的效果并指出整改方案存在的局限性。第五部分指出手机设计行业后续发展的方向及需要重点关注之处。本文的创新之处在于将项目管理理念与手机设计行业客户项目管理实际工作相结合,深入研究业界已有的相关理论并指出其中的问题所在,把优化方案应用到实际工作案例中,通过反复验证,归纳和整理而形成一套较为完善的手机设计行业客户项目管理策略,以更好地为客户提供个性化的服务,切实提高客户的满意度和忠诚度,最终提高企业的利润和整体竞争力。
[Abstract]:Nowadays, the mobile phone industry is developing rapidly in China. By the third quarter of 2012, the total volume of mobile phone production and shipment in China had already accounted for 20% of the world's total volume. The mobile phone industry accounted for an increasingly large proportion of the domestic IT industry, but with the overall decline in mobile phone prices, The cost pressure of the enterprise is more and more big, the competition of mobile phone industry is more and more intense. So how to meet the needs of the market at the same time, to retain more customers, for the company to bring fat profits? One of the key factors that many mobile phone design companies win in the competition is customer project management. Based on the typical customer project management in mobile phone design industry and referring to various management and marketing theories of IT industry, this paper analyzes and optimizes the customer project management in mobile phone design industry. In order to better serve customers and in the fierce market competition to obtain more revenue. Customer project management is an important window to connect the company with the client. Effective customer project management can not only successfully introduce the company's products, but also effectively promote the development of subsequent projects. To ensure the smooth listing of new products. At the same time, effective customer project management can also obtain customer recognition of the company, guide the potential needs of customers, thereby obtaining more market opportunities. In the increasingly fierce market competition, through effective customer project management to obtain customer trust and ensure the success of the project, it has become a widespread and very important means used by many mobile phone design companies. The first part of this paper introduces the background, research content and significance of customer project management in mobile phone design industry. The second part introduces project management and IT project management theory, studies the development of project management theory and common project management methods. The third part describes the current situation of mobile phone design industry customers and the general practice of customer project management, combined with customer relationship management, relationship marketing, absolute advantage theory, refined management theory, etc. This paper makes further research and analysis on the problems in customer project operation, and points out that customer project management needs to be improved in practice. The fourth part combines the present situation of H company, carries on the rectification and the optimization to the customer project management work question point, and applies the optimized customer project management strategy to the actual management case further in-depth analysis, This paper discusses the effect after implementation and points out the limitations of the rectification scheme. The fifth part points out the future development direction of mobile phone design industry and the key points that need to be paid attention to. The innovation of this paper is to combine the concept of project management with the practical work of customer project management in the mobile phone design industry, to deeply study the relevant theories in the industry and point out the problems, and apply the optimization scheme to the actual work cases. Through repeated verification, induction and collation, a set of more perfect customer project management strategy of mobile phone design industry is formed, in order to better provide personalized services for customers, and effectively improve customer satisfaction and loyalty. Ultimately, improve the profits and overall competitiveness of enterprises.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.63;F274

【共引文献】