LEWA公司客户关系管理案例研究

发布时间：2018-05-28 15:28

本文选题：客户关系管理 + 石化行业　；参考：《大连理工大学》2015年硕士论文

【摘要】：2004年,大连里瓦泵业有限公司(简称LEWA公司),在中国大连成立合资厂,产品从德国总部引进,可为国内油气、石化和化工行业提供国际领先的计量泵产品及服务。国内市场营销主要采用贴近客户的直销模式,公司经过在国内市场10多年的发展,建立了自己独立的客户关系管理体系。市场份额逐渐扩大到30%,拥有一定的市场知名度。随着外部行业发展日趋成熟增速放缓、竞争对手的发展,导致产品的市场竞争日渐加剧。另外随着公司在目标市场的积累和客户数量的增加和公司资源的限制,近年也暴露出越来越多关于的客户关系问题。如何与客户建立长期业务合作,如何提升客户对产品的满意度,最后形成客户对公司品牌的信赖。使公司在未来能够获得在行业持续稳固的发展,成为目前公司首要关心的问题。本文以客户关系管理(Customer Relations Management, CRM)作为本文的理论基础,列出公司在近年客户关系管理过程中发生的三个典型问题案例,“重要客户流失事件”、“设备零件仿造事件”、“销售人员围标事件”,这三个典型的问题案例指出公司在客户服务、价格机制、市场管理方面一定程度上所存在的问题,通过对案例问题的描述和分析来进一步对LEWA公司客户关系管理体系的发展历程和现状进行研究。最后按照客户关系管理的理念,并以公司现有的客户关系管理体系为基础,提出通过对目标市场客户进行细分,设计出切实可行的客户关系管理体系完善方案,整合公司的优势资源,在客户细分的基础上对客户实行差异化管理,便于在不同程度上满足各类客户群的购买使用需求,从而实现公司优质客户资源能够得到长期有效地巩固和发展。通过本文研究希望为公司能在目标市场的巩固和增长提供新的动力。同时也希望LEWA公司能更好的服务于国内客户。
[Abstract]:In 2004, Dalian Liwa pump Co., Ltd (LEWA) set up a joint venture factory in Dalian, China. The products were imported from German headquarters, which can provide international leading metering pump products and services for domestic oil, gas, petrochemical and chemical industries. The domestic marketing mainly adopts the direct selling mode close to the customers. After more than 10 years development in the domestic market, the company has established its own independent customer relationship management system. Market share gradually expanded to 30 points, has a certain market awareness. With the development of external industry and the development of competitors, the market competition of products is becoming more and more intense. In addition, with the accumulation of the company in the target market, the increase of the number of customers and the limitation of the company's resources, more and more problems about the customer relationship have been exposed in recent years. How to establish long-term business cooperation with customers, how to enhance customer satisfaction with products, and finally form customer trust in the company brand. To enable the company in the future to achieve a sustained and stable development in the industry, become the company's primary concern. Based on customer Relations Management, CRM), this paper lists three typical problems in the process of customer relationship management, such as "important customer loss event", "equipment parts imitation event", and so on. These three typical problem cases point to the company's problems in terms of customer service, price mechanism, and market management to a certain extent. Through the description and analysis of the case, this paper further studies the development course and present situation of customer relationship management system of LEWA Company. Finally, according to the concept of customer relationship management, and based on the existing customer relationship management system of the company, this paper proposes a feasible scheme to improve customer relationship management system by subdividing the customers in the target market. Integration of the company's superior resources, on the basis of customer segmentation on the basis of customer differentiation management, in order to meet the various customer groups in varying degrees of purchase and use needs, In order to achieve the company's high-quality customer resources can be effectively and long-term consolidation and development. Through this study, we hope to provide new impetus for the company to consolidate and grow in the target market. At the same time, we also hope that LEWA can better serve domestic customers.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.4

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