客户关系管理在DLHC国际货运代理公司的应用研究

发布时间：2018-03-30 03:04

本文选题：货运代理　切入点：客户价值　出处：《华中农业大学》2013年硕士论文

【摘要】：现在的货运代理市场的竞争日益激烈,跟过去相比,货代公司的客户角色已经发生了巨大的变化,在以前,客户只是接受公司提供的各种货运代理服务,现在客户的需求发生变化,并且在公司的经营过程中参与度越来越大,经常发现公司在设计航线的时候,要与客户共同研究,邀请他们参与设计。客户对货运代理行业越来越熟悉,针对不同的货物需要采用不同的货运方式,因此,顾客的需求更加个性化,在面对着众多货运代理公司时,顾客有了更多的选择,因为代理公司的服务都能满足其需求,客户对一家企业的忠诚度日趋下降,经常出现客户转向别的货运代理公司现象,现在已经进入了以客户为中心的时代。同时,在大连货运代理行业中存在着众多良莠不齐的货运代理公司,他们相互之间的竞争非常惨烈,只有企业针对不同的客户提供个性化的服务,满足顾客不同的需求,才能够保持住客户,了解客户需求就需要与客户保持良好的关系,货运代理企业需要加强与的客户关系,及时了解客户,客户关系管理在货代企业日益重要。本文通过对以往有关客户关系管理的文献进行回顾,阐述了有关客户关系管理的定义、内涵。客户关系管理是企业是“以客户为中心”的发展战略,它采用先进的信息技术来获取有关顾客的信息,并以此为基础,通过数据分析来对顾客的需求和偏好进行预测,根据顾客的不同需求,为顾客提供不同的产品或服务,建立顾客关系并进行管理,提高顾客的忠诚度,使顾客的价值达到最大,从而给公司带来最大的利润。关于客户关系管理具体包涵的内容主要有三个方面,第一讲的是顾客价值,即顾客从产品中得到的价值；第二是关系价值,即公司维持这个客户给公司带来的价值；第三是信息技术,就是公司实施客户关系管理所需要的信息技术。随后,对有关客户关系管理中的关系营销,客户关系价值、客户生命周期利润等理论进行介绍,特别是引入了客户生命周期利润作为客户分类的基础,发现关键客户,提出了针对不同客户的管理策略。接下来,通过定性分析和实际调查阐述了DLHC国际货运代理公司的客户关系管理现状及存在的主要问题。结合客户关系管理理论和DLHC的实际情况,对DLHC公司实施客户关系管理系统进行了全面的探讨,设计了公司的客户关系管理的目标和实施步骤,建立了信息系统,调整了组织结构,创新了业务流程,以提高公司客户关系管理水平。最后,提出了加强企业文化和员工培训,完善考核体系等保障客户关系管理的顺利实施的措施。通过客户关系管理系统在公司中的应用,企业能够科学的识别客户,针对不同类型的客户,提供创新性的服务,满足其需求,提升市场知名度,从而实现公司利益最大化的企业目标。
[Abstract]:The competition in the freight forwarding market is becoming increasingly fierce. Compared with the past, the customer role of freight forwarding companies has changed dramatically. In the past, customers only accepted various freight forwarding services provided by the company. Now the needs of customers have changed, and they are becoming more and more involved in the business process of the company. It is often found that the company has to study with its customers when designing routes. Invite them to participate in the design. Customers are more and more familiar with the freight forwarder industry and adopt different freight transportation methods for different goods. Therefore, the customer's demand is more individualized, in the face of many freight forwarders, Customers have more choices, because agency services can meet their needs, customer loyalty to one enterprise is declining, and customers often turn to other freight forwarders. Now we have entered a customer-centered era. At the same time, in Dalian freight forwarding industry, there are many freight forwarders with mixed good and bad, and the competition between them is very fierce. Only when enterprises provide individualized services to different customers and meet different needs of customers can they maintain customers. To understand customer needs, they need to maintain good relations with customers. Freight forwarders need to strengthen their customer relations. Timely understanding of customers, customer relationship management in freight forwarding enterprises increasingly important. By reviewing the previous literatures on customer relationship management, this paper expounds the definition and connotation of customer relationship management. Customer relationship management is an enterprise's development strategy of "taking customer as the center". It uses advanced information technology to obtain information about customers, and on this basis, through data analysis to predict the needs and preferences of customers, according to different needs of customers, to provide customers with different products or services. Establish and manage customer relationship, improve customer loyalty, maximize customer value, and bring maximum profit to the company. There are three aspects about the content of customer relationship management. The first is the customer value, that is, the value that the customer gets from the product; the second is the relationship value, that is, the company maintains the value that the customer brings to the company; the third is the information technology. That is, the information technology that companies need to implement customer relationship management. Then, the theory of relationship marketing, customer relationship value, customer life cycle profit and so on in customer relationship management is introduced. In particular, the customer lifecycle profit is introduced as the basis of customer classification, key customers are found, and management strategies for different customers are put forward. Through qualitative analysis and actual investigation, this paper expounds the current situation and main problems of customer relationship management of DLHC International Freight forwarding Company. Combined with the theory of customer relationship management and the actual situation of DLHC, This paper discusses the implementation of customer relationship management system in DLHC Company, designs the target and implementation steps of customer relationship management, establishes information system, adjusts the organization structure, and innovates the business process. In order to improve the level of customer relationship management, this paper puts forward some measures to ensure the smooth implementation of customer relationship management, such as strengthening the enterprise culture and staff training, perfecting the examination system and so on. Through the application of customer relationship management system in the company, enterprises can scientifically identify customers, for different types of customers, provide innovative services, meet their needs, enhance market awareness, In order to achieve the corporate profit maximization of the enterprise objectives.
【学位授予单位】：华中农业大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F512.6

【参考文献】