M印刷公司客户关系管理（CRM）改进方案及实施策略

发布时间：2018-08-12 09:26

【摘要】：近年来,国家对印刷行业支持力度加大,行业发展突飞猛进,在开放性市场机制下,行业竞争者不断涌入,产业集约度较低、自主创新能力差、企业ERP、SCM等信息化建设薄弱等问题不断凸显。如何在新的市场环境下保持持续竞争力,是每个印刷企业思考的问题。M印刷公司作为一家民营印刷企业,承接图书印刷和教材教辅类印刷等业务。随着市场竞争的加剧,M公司认识到,市场竞争已经演变为企业争夺客户的竞争,企业要实现盈利必须依赖客户。因此,通过有效的客户关系管理(CRM)提升客户的满意度和忠诚度,维持长期、良好的客户关系以获取持续竞争优势是M印刷公司提升核心竞争力的不二法门。本文通过走访M印刷公司各部门领导及员工、收集公司CRM相关资料、分析公司营销数据及查阅网络信息等方法,运用CRM及CRM系统的基本理论、关系营销理论、客户忠诚度理论、客户价值分析等科学理论和方法,对M印刷公司的客户关系管理现状进行深入分析,指出客户关系管理方面的不足,分析其导致客户满意度下降、客户流失较高、客户抱怨频繁的原因为CRM管理不到位,和客户信息资源利用不到位。据此,提出M公司CRM的改进策略,具体从"以客户为中心"战略制定、管理流程改进及CRM系统建设三方面改进CRM,使以客户为中心的服务意识在全公司范围内形成,实现自动化营销和自动化销售,提高客户响应速度,提升客户服务品质和客户满意度。在此基础上,给出实施CRM改进的组织保障策略、管理流程改进策略、CRM系统建设方案等方面的保障措施,并提出实施CRM改进的绩效评估体系和相应制度。本文通过研究得出,改进CRM是M印刷公司把握客户价值、提升企业核心竞争力的有效手段,而CRM系统建设是印刷企业信息化建设的必然方向,希望这一结论可以给M印刷公司实际运营提供参考,给行业内其他企业一些启示。
[Abstract]:In recent years, the state has increased its support to the printing industry, and the industry has developed by leaps and bounds. Under the open market mechanism, industry competitors are constantly pouring in, and the degree of industrial intensity is low, and the ability of independent innovation is poor. Enterprise ERP SCM and so on information construction weakness and so on the question unceasingly prominent. How to keep competitive power in the new market environment is the problem that every printing enterprise thinks about. M Printing Company, as a private printing enterprise, undertakes the business of book printing and teaching assistant printing and so on. As the market competition intensifies, M company realizes that the market competition has evolved into the enterprise competition for customers, enterprises must rely on customers to achieve profit. Therefore, to improve customer satisfaction and loyalty through effective customer relationship management (CRM), to maintain long-term and good customer relationship in order to obtain continuous competitive advantage is the only way for M Printing Company to enhance its core competitiveness. By visiting the leaders and employees of various departments of M Printing Company, collecting the relevant information of CRM, analyzing the marketing data of the company and consulting the network information, this paper applies the basic theory of CRM and CRM system, the theory of relationship marketing, the theory of customer loyalty, etc. Based on the scientific theory and method of customer value analysis, this paper analyzes the current situation of customer relationship management in M Printing Company, and points out the deficiency of customer relationship management. Frequent customer complaints are due to inadequate CRM management and poor utilization of customer information resources. Based on this, the improvement strategy of CRM of M Company is put forward, which can be improved from three aspects: "customer-centered" strategy formulation, management process improvement and CRM system construction, so that the customer-centered service consciousness can be formed in the whole company. Achieve automated marketing and sales automation, improve customer response speed, improve customer service quality and customer satisfaction. On the basis of this, the paper puts forward the guarantee measures of implementing the improved organization security strategy, the management process improvement strategy and the construction scheme of the CRM system, and puts forward the performance evaluation system and corresponding system of the implementation of the improved CRM. In this paper, it is concluded that improving CRM is an effective means for M Printing Company to grasp customer value and enhance the core competitiveness of enterprises, and the construction of CRM system is the inevitable direction of information construction of printing enterprises. It is hoped that this conclusion can provide reference for M Printing Company's actual operation and give some enlightenment to other enterprises in the industry.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.84

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