TD中国公司客户关系管理策略研究

发布时间：2018-04-21 14:28

本文选题：客户关系管理 + 客户生命周期　；参考：《哈尔滨工业大学》2017年硕士论文

【摘要】：自世界经济危机爆发以来,全球工业生产低速增长,大宗商品价格持续下跌。发达国家经济复苏前景不确定,新兴经济体增速逐渐回落,全球经济处在高度的不稳定期,主要表现在增长缓慢、有失均衡、风险较高的特征。我国国内经济运行下行压力依然较大,工业制造投资项目逐渐减少,对于特雷克斯德马格中国公司(简称TD中国公司)等传统机械制造行业冲击较大,TD中国公司面对危机没有退缩而是积极寻求变革。本文以TD中国公司为具体研究对象,在详细分析了近几年的国际和国内经济发展情况的基础上运用了调查问卷法、实践调研法、文献资料法等多种方法进行研究分析。文章从介绍客户关系管理卡诺模型、客户金字塔、CRM的六个主要的功能和技术要求、客户生命周期理论等国内外先进理论入手。对TD中国公司客户生命周期进行了分析,并借助相关理论总结分析了TD中国公司存在的问题,主要问题有客户分级模糊、员工服务意识不强、新产品与客户需求脱钩及老客户流失较为严重。针对TD中国公司客户关系管理方面的不足提出了总体的改进原则,分别从新产品质量改进、客户分级、提高员工服务意识及挽回流失老客户方面进行了具体的策略改进阐述。接下来论文进一步论述了TD中国公司客户关系管理改进的相关保障措施,分别从企业文化认知、组织架构建设、联络处建设、CRM系统等方面提出了客户关系管理策略改进的相关保障。本论文目的在于运用客户关系管理方面的国内外先进相关理论知识,结合TD中国公司在中国客户关系管理的实践,对TD中国公司的客户关系管理策略进行改进,为公司在竞争激烈的市场中留住老客户,开发新客户,提升企业在中国市场的竞争力。
[Abstract]:Since the onset of the world economic crisis, global industrial production has grown at a low speed and commodity prices have continued to fall. The prospects for recovery in developed countries are uncertain, the growth rate of emerging economies has gradually slowed down, and the global economy is in a period of high instability, mainly characterized by slow growth, unbalanced growth and high risk. The downward pressure on China's domestic economic operation is still large, and investment projects in industrial manufacturing are gradually decreasing. The traditional machinery manufacturing industry, such as Tracks Demag China (TD China), has had a strong impact on the crisis and is actively seeking change instead of retreating from the crisis. In this paper, TD China Company is taken as the specific research object. On the basis of detailed analysis of the international and domestic economic development in recent years, this paper makes use of questionnaire method, practical investigation method, literature method and other methods to carry out research and analysis. This paper introduces the Karnaugh model of customer relationship management (CRM), the six main functions and technical requirements of CRM, the theory of customer life cycle and other advanced theories at home and abroad. The customer life cycle of TD China Company is analyzed, and the problems of TD China Company are summarized and analyzed with the help of relevant theories. The main problems are customer classification fuzzy, employee service consciousness is not strong. New products and customer demand decoupling and the loss of old customers more serious. In view of the shortcomings of customer relationship management in TD China, the general improvement principles are put forward, including the improvement of the quality of new products, the classification of customers, the improvement of employee service consciousness and the recovery of old customers. Then the paper further discusses the relevant safeguard measures of customer relationship management improvement in TD China, respectively from the perspective of corporate culture cognition, organizational structure construction, The relative guarantee of CRM strategy improvement is put forward in the aspect of building CRM system in liaison office. The purpose of this paper is to improve the customer relationship management strategy of TD China Company by using the advanced theory knowledge of customer relationship management at home and abroad, combining with the practice of TD China Company in China customer relationship Management. For the company in the fierce competition in the market retain old customers, develop new customers, enhance the competitiveness of enterprises in the Chinese market.
【学位授予单位】：哈尔滨工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.4

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