惠普公司政府客户关系管理研究
发布时间：2018-11-12 09:25
【摘要】：随着市场竞争由产品的竞争转向服务品牌的竞争,与客户建立持续性的合作关系显得尤为必要。谁在市场上掌握充分地客户资源,谁就能在市场竞争中处于有利地位,而政府作为一类特殊的客户,对企业的发展产生重要影响。政府是国家权力的执行机构,也是国家以及社会总体利益的代表。因而企业应该重视政府客户关系管理,这不仅能让企业顺利实现产品营销,实现利润增长,更重要的是与政府保持长期的合作关系,可保证企业未来持续性利润增长,有利于企业市场竞争优势的建立。由于目前政府客户关系管理方面的研究十分有限,且政府客户与其他类型客户存在差异,研究上存在难度。本文以惠普公司政府客户关系管理为研究实例,具体分析该公司的客户维护经验和新形式下所面临的挑战及应对,为国内其他企业更好加强政府关系管理提供参考。本文首先梳理了客户关系管理理论及发展。概述客户关系管理相关概念及理论,对于政府客户关系管理而言,它与CRM在服务的理念上均是坚持以客户为核心,但政府客户关系管理也具有自身独特的一面,主要表现政府主体地位的特殊性、政府关系管理目标的差异性以及政府关系管理影响的特殊性等方面。其次分析了我国政府采购制度的现状、政府采购制度的变化对企业客户关系管理的影响。再次分析了惠普中国政府客户关系管理。通过对惠普中国的分析,结果表明在政府采购规模不断扩大的市场环境下,尽管面临来自竞争对手的压力,但惠普依靠自身的产品及创新优势,促进产品的合理布局,扩大了市场份额。针对政府客户,惠普的关系管理主要体现在以下几方面：其一专注产品创新,立足本土特色；其二引领绿色科技,契合政府需求；其三完善的金牌服务,舒适的客户体验；其四共谋合作,共赢未来。接着研究了惠普公司在新市场环境下所面临的挑战。分析新的政府采购模式、电子商务的兴起以及负面事件对惠普公司客户关系管理方面的挑战。最后总结了惠普公司政府客户关系管理的经验。惠普公司在对政府客户关系管理过程中,注重以客户为中心,加强产品变革与创新；加强与政府客户技术或事务合作；提供超预期的优质服务；敏锐地分析政府需求特色。本文通过对惠普公司对政府客户关系管理的研究,笔者认为公司加强政府客户关系管理的核心是坚持以客户为中心。对于企业来说客户的价值程度直接影响到企业利润的最大化,如何维护并充分利用好客户带来的预期价值就显得至关重要,公司可凭借自身特点,开展产品创新、服务创新、科技创新来维系好客户群体。
[Abstract]:With the market competition changing from the competition of products to the competition of service brands, it is particularly necessary to establish a continuous cooperative relationship with customers. Who grasps the customer resources adequately in the market, who can be in the advantageous position in the market competition, and the government, as a kind of special customer, has an important influence on the development of the enterprise. The government is the executive organ of the state power, and also the representative of the state and the general interests of the society. Therefore, enterprises should attach importance to government customer relationship management, which can not only make enterprises realize product marketing smoothly and realize profit growth, but also maintain long-term cooperative relationship with the government, which can ensure the sustained profit growth in the future. Is advantageous to the enterprise market competition superiority establishment. Due to the limited research on government customer relationship management and the differences between government customers and other types of customers, the research is difficult. Taking the government customer relationship management of Hewlett-Packard Company as an example, this paper analyzes the customer maintenance experience and the challenges faced by Hewlett-Packard Company in the new form, and provides a reference for other domestic enterprises to strengthen government relationship management. This article first combs the customer relationship management theory and the development. This paper summarizes the related concepts and theories of customer relationship management. For the government customer relationship management, it and CRM insist on taking customer as the core in the concept of service, but the government customer relationship management also has its own unique side. It mainly shows the particularity of the main body position of the government, the difference of the goal of the government relationship management and the particularity of the influence of the government relationship management. Secondly, it analyzes the current situation of our government procurement system, and the influence of the change of government procurement system on enterprise customer relationship management. Again analyzed HP China government customer relationship management. Through the analysis of HP China, the results show that in the market environment of government procurement scale expanding, despite the pressure from competitors, HP relies on its own products and innovative advantages to promote the rational distribution of products. Increased market share. For government customers, HP's relationship management is mainly reflected in the following aspects: first, focus on product innovation, based on local characteristics; second, lead green technology to meet the needs of the government; Its four collusive cooperation, win-win future. Then it studies the challenges that HP faces in the new market environment. Analysis of the new government procurement model, the rise of e-commerce and negative events to HP customer relationship management challenges. Finally, the experience of government customer relationship management of Hewlett-Packard Company is summarized. In the process of government customer relationship management, Hewlett-Packard Company pays attention to the customer center, strengthens the product innovation and innovation, strengthens the cooperation with the government customer technology or affairs, provides the surpassing quality service, and analyses the government demand characteristic acutely. Through the research on the government customer relationship management of Hewlett-Packard Company, the author thinks that the core of the government customer relationship management is to insist on taking the customer as the center. For enterprises, the value of customers directly affects the maximization of enterprise profits. How to maintain and fully utilize the expected value brought by customers is very important. The company can carry out product innovation and service innovation by virtue of its own characteristics. Technology innovation to maintain a good customer base.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274
本文编号：2326713
[Abstract]:With the market competition changing from the competition of products to the competition of service brands, it is particularly necessary to establish a continuous cooperative relationship with customers. Who grasps the customer resources adequately in the market, who can be in the advantageous position in the market competition, and the government, as a kind of special customer, has an important influence on the development of the enterprise. The government is the executive organ of the state power, and also the representative of the state and the general interests of the society. Therefore, enterprises should attach importance to government customer relationship management, which can not only make enterprises realize product marketing smoothly and realize profit growth, but also maintain long-term cooperative relationship with the government, which can ensure the sustained profit growth in the future. Is advantageous to the enterprise market competition superiority establishment. Due to the limited research on government customer relationship management and the differences between government customers and other types of customers, the research is difficult. Taking the government customer relationship management of Hewlett-Packard Company as an example, this paper analyzes the customer maintenance experience and the challenges faced by Hewlett-Packard Company in the new form, and provides a reference for other domestic enterprises to strengthen government relationship management. This article first combs the customer relationship management theory and the development. This paper summarizes the related concepts and theories of customer relationship management. For the government customer relationship management, it and CRM insist on taking customer as the core in the concept of service, but the government customer relationship management also has its own unique side. It mainly shows the particularity of the main body position of the government, the difference of the goal of the government relationship management and the particularity of the influence of the government relationship management. Secondly, it analyzes the current situation of our government procurement system, and the influence of the change of government procurement system on enterprise customer relationship management. Again analyzed HP China government customer relationship management. Through the analysis of HP China, the results show that in the market environment of government procurement scale expanding, despite the pressure from competitors, HP relies on its own products and innovative advantages to promote the rational distribution of products. Increased market share. For government customers, HP's relationship management is mainly reflected in the following aspects: first, focus on product innovation, based on local characteristics; second, lead green technology to meet the needs of the government; Its four collusive cooperation, win-win future. Then it studies the challenges that HP faces in the new market environment. Analysis of the new government procurement model, the rise of e-commerce and negative events to HP customer relationship management challenges. Finally, the experience of government customer relationship management of Hewlett-Packard Company is summarized. In the process of government customer relationship management, Hewlett-Packard Company pays attention to the customer center, strengthens the product innovation and innovation, strengthens the cooperation with the government customer technology or affairs, provides the surpassing quality service, and analyses the government demand characteristic acutely. Through the research on the government customer relationship management of Hewlett-Packard Company, the author thinks that the core of the government customer relationship management is to insist on taking the customer as the center. For enterprises, the value of customers directly affects the maximization of enterprise profits. How to maintain and fully utilize the expected value brought by customers is very important. The company can carry out product innovation and service innovation by virtue of its own characteristics. Technology innovation to maintain a good customer base.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274
【引证文献】
相关硕士学位论文 前1条
1 姜锦婷;电信科学技术第一研究所有限公司品牌形象塑造研究[D];兰州大学;2018年
，本文编号：2326713
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