肯富来泵业公司销售管理型CRM系统的构建

发布时间：2018-04-03 19:41

本文选题：客户关系管理　切入点：销售管理型CRM系统　出处：《兰州大学》2017年硕士论文

【摘要】：肯富来泵业公司是一家有着60多年泵类产品设计、制造、销售及服务的企业。但是,随着中国市场竞争激烈化和客户需求多样化,肯富来泵业公司传统的“以产品为中心”销售管理模式逐渐暴露出只注重产品销售而忽略市场客户需求、注重销售额考核而忽略销售流程管理和客户信息管理等等问题,造成了企业销售业绩严重下滑,制约了企业发展。通过对肯富来泵业公司销售管理中存在问题的分析,运用客户关系管理、业务流程再造等理论,从企业的市场竞争态势、信息化建设环境、企业人文环境等方面对销售管理型CRM系统的构建基础进行了论证分析。进而提出构建销售管理型CRM系统的解决方案。该方案给出了销售管理型CRM系统的设计目标和结构构成,描述了客户信息管理、客户拜访记录管理、客户跟进工作提醒管理、客户评估报告管理以及销售业绩实时分析和销售业务管理等等基本功能,并基于肯富来泵业公司销售管理CRM系统,重构销售业务管理流程、客户回访工作流程和事务管理流程。最后,针对肯富来泵业公司销售管理型CRM系统的实施步骤、实施保障及风险与防范进行了阐述。通过肯富来泵业公司销售管理型CRM系统的构建,实现了肯富来泵业公司从以“产品为中心”向“以客户为中心”销售管理模式的转变,提升了客户满意度,同时扭转了企业销售下滑的趋势。
[Abstract]:Kenfrey pump Company is a more than 60 years pump products design, manufacturing, sales and service enterprises.However, with the fierce competition in the Chinese market and the diversification of customer demand, the traditional "product-centered" sales management model of Kenfrey pump Company has gradually exposed that it only pays attention to product sales while neglecting the market customer demand.Paying attention to sales assessment and neglecting sales flow management and customer information management causes a serious decline in sales performance and restricts the development of enterprises.Through the analysis of the problems existing in the sales management of Kenfula pump Company, using the theories of customer relationship Management and Business process Reengineering, from the market competition situation of the enterprise, the information construction environment,The construction foundation of sales management CRM system is demonstrated and analyzed in the aspect of enterprise humanistic environment.Furthermore, the solution of constructing the CRM system of sales management is put forward.The design goal and structure of the CRM system of sales management are given, and the customer information management, customer visit record management, customer follow-up work reminder management are described.Customer evaluation report management, sales performance real-time analysis and sales business management and other basic functions, and based on the Kenfrey pump Company sales management CRM system, reconfiguration of sales business management process, customer return visit workflow and transaction management process.Finally, the implementation steps, implementation guarantee, risk and prevention of the sales management CRM system of Kenfrey pump Company are described.Through the construction of sales management CRM system of Kenfula pump Company, the change of sales management mode from "product-centered" to "customer-centric" has been realized, and customer satisfaction has been improved.At the same time reversed the trend of enterprise sales decline.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.4;F274

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