DJFJ公司客户关系管理策略

发布时间：2018-03-05 03:25

本文选题：客户关系　切入点：管理策略　出处：《哈尔滨理工大学》2016年硕士论文　论文类型：学位论文

【摘要】：客户是企业经营的核心,与客户的不断交易给企业带来盈利,维持了企业的日常经营,提供了企业生存的必要经费。持久地建立和维护盈利性的客户关系一直都是企业可持续管理的核心问题,客户关系管理的提出和发展正是服务于这一目的的。客户关系管理的出现和快速传播,首先是因为各个行业和各类规模的企业都能感受到的、不断加剧的竞争趋势。与此同时,市场日趋饱和,产品生命周期缩短,可替代产品的增多。客户对质量、价格和可靠服务的要求日益严苛,以及信息可得的便利性使市场透明度不断提高,这些也促使客户关系管理不断得到关注和重视。为在同行间保持领先地位和确保未来竞争中的优势,客户及其需求日益成为企业行为的中心。本文以DJFJ公司为例,在介绍客户关系管理相关国内外研究成果理论的基础上,对公司客户关系现状进行分析。通过对客户进行问卷调查的方式,找出DJFJ公司存在问题并就导致问题的原因进行剖析。根据论文对数据结果的分析,有针对性地提出解决方法,帮助公司完善客户关系管理相关措施,降低企业客户管理成本,从而提高公司业绩和竞争力。本文主要运用了文献研究法、个案分析法、定性分析与定量分析相结合法。通过对DJFJ公司客户管理工作现状的研究,找出公司在思想认识、客户来源、客户满意度、客户信息完整性以及客户关系管理信息化水平等方面存在的问题。对企业现行的客户管理制度进行分析,并根据现行制度弊端从客户选择和建立以客户分级为基础的管理模式两方面进行改进,针对不同类型的客户提出不同的管理措施。针对存在问题和问题出现原因,从建立“以客户为中心”的企业文化、完善客户资源管理体制、定期组织客户满意度调查、培养复合型管理人才、多种营销方式结合吸引潜在客户等方面入手,提出了保障客户关系管理工作的措施。
[Abstract]:The customer is the core of the business operation. The continuous transaction with the customer brings profit to the enterprise and maintains the daily operation of the enterprise. Provide the necessary funds for the survival of the enterprise. The sustainable establishment and maintenance of profitable customer relationships has always been the core issue of sustainable management of the enterprise. The emergence and rapid spread of customer relationship management (CRM) is first of all because of the growing competitive trend that can be felt by all kinds of industries and enterprises of all sizes. At the same time, Increasing market saturation, shortening product life cycle, increasing number of alternative products, increasing customer demands for quality, price and reliable services, and ease of access to information make the market more transparent, In order to maintain the leading position among peers and ensure the advantage of future competition, customers and their needs are increasingly becoming the center of enterprise behavior. This paper takes DJFJ Company as an example. On the basis of introducing the theories of customer relationship management research at home and abroad, this paper analyzes the current situation of customer relationship in the company. Find out the existing problems of DJFJ Company and analyze the causes of the problems. According to the analysis of the results of the data, the paper puts forward solutions to help the company improve the relevant measures of customer relationship management, and reduce the cost of customer management. In order to improve the performance and competitiveness of the company. This paper mainly uses the method of literature research, case analysis, qualitative analysis and quantitative analysis. Problems in customer source, customer satisfaction, customer information integrity and information level of customer relationship management. According to the malpractice of the current system, this paper improves the management mode based on customer classification and proposes different management measures for different types of customers, aiming at the existing problems and the causes of the problems. Starting with the establishment of a "customer-centered" enterprise culture, the improvement of the customer resource management system, the regular organization of customer satisfaction surveys, the training of compound management personnel, and the combination of various marketing methods to attract potential customers, etc. The measures to ensure customer relationship management are put forward.
【学位授予单位】：哈尔滨理工大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274

【相似文献】