株洲市烟草公司零售终端客户关系管理研究

发布时间：2018-04-27 21:47

本文选题：株洲市烟草公司 + 零售终端　；参考：《湖南大学》2015年硕士论文

【摘要】：烟草行业从经营、专卖“两网”建设初期开始,实行的客户管理是单向的、生硬的服务加行政管理。那时的管理是建立在网点,即批发部和稽查中队驻点管理,所谓的服务就是单纯的送货上门、简单的稽查监管。随着时代的发展。“与客户共创成功”理念,成为构建和谐烟草的一大法宝。零售终端客户关系管理,它是一切营销、专卖管理的出发点,是提高经营业绩、保持市场净化率的必要手段；是连接行业与客户、消费者的纽带,也是树立企业形象,提高行业知名度的有效措施。本文以株洲市烟草公司为例,研究了零售终端的客户关系管理,首先描述研究背景的基础上,提出本文研究的问题及其意义,对本文的理论基础和文献综述进行阐述,并明确研究思路及研究方法。接着阐述了株洲市烟草零售终端建设现状及存在的问题分析。介绍了株洲市烟草公司基本情况介绍、株洲市零售终端建设现状分析以及株洲市烟草公司零售终端客户关系管理存在的不足和问题原因分析。随后,文章进行了株洲市烟草零售终端客户关系管理方案的设计。这是全文的核心部分,从设计入手,对零售终端客户信息数据库、零售终端客户服务与指导、零售终端客户满意度管理和零售终端联动体系设计等方面进行设计。文章的最后提出了株洲市烟草零售终端客户关系管理改进方案的实施保障。本章将根据客户关系管理改进方案实施后制定相应的保障措施,包括营销组织架构、企业文化建设、绩效管理方案等方面进行保障。通过对株洲市烟草公司零售终端客户关系管理的研究和相关策略制定,对公司的长远发展有重大的实际意义,并对其他烟草商业企业的零售终端建设有一定参考价值。卷烟零售客户是烟草经济活动的终端体,也是创造烟草产值和财富的最重要的载体,可以说,它是烟草行业发展中的重要组成部份和资源。搞好零售客户终端客户关系管理,必须树立好依靠自身和客户的经营理念,通过内、外部全体成员的共同努力,才能创造出美好的、辉煌的行业发展与业绩。
[Abstract]:From the beginning of the operation of the tobacco industry and the initial construction of the "two net" construction, the customer management is one way, the hard service and the administrative management. At that time, the management was established in the network, that is, the wholesale department and the Inspection Squadron standing point management, the so-called service is simple delivery, simple inspection and supervision. With the development of the times, "with the customer. The concept of "creating success together" has become a great magic weapon for building harmonious tobacco. The retail terminal customer relationship management is the starting point of all marketing and monopoly management. It is the necessary means to improve the operating performance and maintain the market purification rate; it is the link between the connection industry and the customer and the consumer. It is also an effective way to establish the corporate image and improve the reputation of the industry. Taking the Zhuzhou tobacco companies as an example, this paper studies the customer relationship management of the retail terminal, first describes the research background, puts forward the problems and significance of the study, expounds the theoretical basis and literature review of this article, and clarifies the research ideas and research methods. Then, it expounds the construction of the tobacco retail terminal in Zhuzhou. The present situation and the existing problems are analyzed. The basic situation of Zhuzhou tobacco companies, the current situation analysis of the retail terminal construction in Zhuzhou city and the shortcomings of the customer relationship management in the retail terminal of the tobacco companies in Zhuzhou and the reasons for the problems are analyzed. Then, the article carries out the design of the customer relationship management scheme for the retail terminal of tobacco grass in Zhuzhou. This is the core part of the full text. From the design, it designs the retail terminal customer information database, the retail terminal customer service and guidance, the retail terminal customer satisfaction management and the retail terminal linkage system design. Finally, the article puts forward the implementation guarantee of the improvement scheme of the Zhuzhou tobacco zero sale terminal customer relationship management. This chapter will make the corresponding safeguard measures, including marketing organization structure, enterprise culture construction, performance management plan, and so on. Through the research and related strategy of the Zhuzhou tobacco companies retail terminal customer relationship management, it will have a great effect on the long-term development of the company. It has a certain reference value for the construction of the retail terminal of other tobacco business enterprises. The cigarette retail customer is the terminal body of the tobacco economic activity and the most important carrier to create the output value and wealth of tobacco. It can be said that it is an important component and resource in the development of the tobacco industry. In order to create a better and brilliant industry development and performance, we must build up a good business concept that depends on itself and the customers, and through the joint efforts of all the outside members.

【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F721;F274

【参考文献】