W公司客户关系管理研究

发布时间：2018-03-26 03:43

本文选题：客户　切入点：关系管理　出处：《天津大学》2014年硕士论文

【摘要】：物流对于国人来说不是陌生的，但是物流行业起步相对较晚，从业人员素质不高，整体的管理水平与发达国家相比还比较落后，很多人提到物流还停留在“汽车运输”的水平上，这意味着无论是人员的素质，还是各项服务水平，中国的物流行业还是小学生。国外大型生产型企业为我们带来的高水平物流服务的需求，同时，外资物流企业的涌入，也给国内物流企业带来了危机。与其他服务性行业一样，物流行业同样认为客户是重要的，通过对客户需求的调研，到设计满足客户需求的产品，最终实现提高客户满意度和忠诚度，这是企业良好运行的必行之策。为国有企业的客户关系管理注入新的能量，提高服务质量，改善与客户之间的关系，改变客户结构，从而达到保持收入及利润增长，这是企业正常发展的必经之路。本文的研究的内容有以下几个方面:首先从理论上阐述了客户关系，以及国内外客户关系管理的理论基础以及研究现状，依据客户关系管理的产生，对客户关系管理的概念、核心以及特征等进行了详细分析；其次，依据港口物流企业的特征，结合W公司的客户经营、服务产品经营和市场经营的实际情况，对W公司的相关客户管理以及市场营销管理进行了详细的分析，在客户关系管理的分析中，主要对客户关系建立、产品类别和客户满意度调研进行了论述；最后针对W公司现有客户关系管理的问题，提出改善W公司客户关系管理的方法，，建立客户关系管理构架，重新建立与客户关系，及时发现问题、改正问题，并建立持续、有效的改进措施。
[Abstract]:Logistics is no stranger to the people of China, but the logistics industry starts relatively late, the quality of the employees is not high, and the overall management level is still relatively backward compared with the developed countries. Many people mentioned that logistics is still at the level of "automobile transportation", which means whether it is the quality of personnel or the level of service. China's logistics industry is still a primary school student. The demand for high-level logistics services brought to us by large production enterprises abroad, at the same time, the influx of foreign logistics enterprises has also brought about a crisis to domestic logistics enterprises. Like other service industries, Logistics industry also believes that customers are important, through the investigation of customer needs, to design products to meet customer needs, and ultimately to improve customer satisfaction and loyalty. This is a necessary strategy for the good operation of an enterprise. It will inject new energy into customer relationship management in state-owned enterprises, improve the quality of service, improve relations with customers, and change the structure of customers, so as to maintain revenue and profit growth. This is the only way to the normal development of enterprises. The research contents of this paper are as follows: firstly, the theoretical basis and research status of customer relationship management at home and abroad are expounded theoretically, and the concept of customer relationship management is introduced according to the emergence of customer relationship management. The core and characteristics are analyzed in detail. Secondly, according to the characteristics of port logistics enterprises, combined with the actual situation of customer management, service product management and market operation of W Company, The related customer management and marketing management of W company are analyzed in detail. In the analysis of customer relationship management, the establishment of customer relationship, product category and customer satisfaction are discussed. Finally, aiming at the existing problems of customer relationship management in W company, the paper puts forward the methods of improving customer relationship management of W company, establishing the framework of customer relationship management, re-establishing the relationship with customers, finding problems in time, correcting problems, and establishing continuity. Effective improvement measures.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F259.23

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