MG公司商旅业务部客户关系管理研究

发布时间：2018-04-16 13:14

本文选题：客户关系管理(CRM) + 商旅管理　；参考：《西北大学》2013年硕士论文

【摘要】：在经济全球化的蓬勃发展、产品技术的交叉渗透和信息技术与电子商务的快速发展的综合作用下,企业之间的竞争已经从传统的以产品和市场为心的竞争模式转化为以客户为中心的竞争模式。现在,企业对客户关系的研究最初是专门收集客户与公司联系资料的接触管理和以电话服务中心支持资料分析的客户关怀,从这些具体的业务问题发展到今天被大家日益广泛承认的客户关系管理理念。随着中国经济的高速发展,商务旅行市场急剧膨胀,商旅管理公司需如何引入先进行客户关系管理,提供高品质的服务体验及专业的商旅管理,帮助企业商旅支出进行科学、有效地管理是迫不及待的。客户关系管理的策略主要在于维系现有客户,为进一步抓住自己的客户,实施关系营销战略,突出自身的竞争优势。本文通过分析MG公司商旅业务部在竞争中的优势和劣势,对MG公司商旅业务客户关系管理所存在问题的研究,结合当前的经济形势和MG公司的现实经营状况,指出对此问题现状产生的原因和关联的影响,利用CRM理论,从技术、信息、人力资源等多方面探讨了MG公司商旅业务部怎样整合现有资源,加强与客户的关系,并对此提出了策略建议,及对此策略的实施与效果评估方法,不断提升公司竞争力。本文深入地理解了客户关系管理理论在商旅业务市场的重要作用,并且期望能够为MG公司商旅业务发展提供可行性的参考经验,通过从分析市场机会能发现一些未被分割或可以进入的部分,为MG公司的商旅业务发展制定策略。
[Abstract]:With the vigorous development of economic globalization, the cross penetration of product technology and the rapid development of information technology and electronic commerce,The competition between enterprises has changed from the traditional product and market-centered competition mode to the customer-centered competition model.Now, corporate research on customer relations was originally focused on contact management of customer and company contact information and customer care supported by telephone service centers for data analysis.From these specific business issues to today's increasingly widely recognized concept of customer relationship management.With the rapid development of Chinese economy and the rapid expansion of the business travel market, business travel management companies need to introduce customer relationship management first to provide high-quality service experience and professional business travel management to help enterprises carry out scientific business travel expenditure.You can't wait to manage effectively.The strategy of CRM is to maintain the existing customers, to further grasp their own customers, to implement the relationship marketing strategy, and to highlight their competitive advantages.Based on the analysis of the advantages and disadvantages of the business travel department of MG Company in the competition, this paper studies the problems existing in the customer relationship management of the business travel business of MG Company, combined with the current economic situation and the actual operating situation of MG Company.This paper points out the causes of the present situation of this problem and the influence of its relevance. By using CRM theory, this paper discusses how to integrate the existing resources and strengthen the relationship with customers from the aspects of technology, information, human resources and so on.And put forward the strategy suggestion, and the implementation of this strategy and effect evaluation method, constantly improve the competitiveness of the company.This paper deeply understands the important role of customer relationship management theory in business travel market, and expects to provide a feasible reference experience for the development of business travel business of MG company.By analyzing the market opportunities, we can find some undivided or accessible parts, and make the strategy for the business travel business development of MG.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F719

【参考文献】