深圳电信客户关系管理的优化策略研究

发布时间：2018-01-21 22:52

本文关键词： 项目管理客户关系管理深圳电信　出处：《南京邮电大学》2013年硕士论文　论文类型：学位论文

【摘要】：客户关系管理(CRM)以客户需求为导向,是一种先进的管理理念和模式,对企业来说,它是集技术、理念及体制为一体的一整套的企业变革解决方案。面对竞争日趋激烈的市场环境,如何更好地适应客户需求,是电信企业面临的首要课题。因此,研究项目管理的重要内容之一,CRM系统的应用与优化对电信企业具有重要的现实价值。本文在对CRM概念、特点及相关研究综述的基础上,首先分析了深圳电信CRM系统使用的现状,进而剖析了系统使用中存在的主要问题及其原因；最后针对深圳电信客户关系管理系统的存在问题,提出了具体的优化策略,包括总体架构的优化,建设目标、实施策略的优化,组织机构的优化,人员管理的优化等,以期对深圳电信满足客户需求、促进事业发展起到重要的推动作用。
[Abstract]:CRM (customer relationship Management) is a kind of advanced management concept and mode, which is based on customer demand. It is a set of technology for enterprises. Concept and system as one of a set of enterprise change solutions. Facing the increasingly fierce competition in the market environment, how to better adapt to customer needs, is the primary issue facing telecom enterprises. The application and optimization of CRM system, one of the important contents of project management, is of great practical value to telecom enterprises. On the basis of summarizing the concept, characteristics and related research of CRM, this paper first analyzes the current situation of CRM system in Shenzhen Telecom, and then analyzes the main problems and reasons in the use of the system. Finally, aiming at the existing problems of Shenzhen Telecom customer relationship Management system, the paper puts forward the specific optimization strategy, including the optimization of the overall structure, the construction goal, the implementation strategy optimization, the organization optimization. The optimization of personnel management is expected to play an important role in meeting the needs of customers and promoting the development of Shenzhen Telecom.
【学位授予单位】：南京邮电大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F626;F274

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