M公司CRM系统改进研究

发布时间：2019-03-13 21:11

【摘要】：随着社会经济的快速发展,企业在逐步开放的市场竞争格局中正面临着激烈竞争的压力。只有改变传统的经营管理模式,引入“以客户为中心”的企业发展思想,企业才能挖掘出进一步发展的潜力。CRM系统与其所蕴含的客户关系管理理念,被广泛认为是企业建立客户资源与优势的有力工具。在企业中大力推进CRM战略,实施CRM系统建设,是公司提高自身竞争力和迎接挑战的重要途径。然而,据国外调查机构研究表明,中国企业CRM系统实施的成功率大约只有30%。因此分析企业在CRM系统实施过程中遇到的问题,制定相应的改进方法十分紧迫和必要。本文首先对客户关系管理相关理论进行阐述,为论文的研究奠定理论基础;其次,本文以现实中实施CRM系统的M公司为研究对象,对其展开研究说明,并通过对M公司CRM前期实施情况的总结得出了CRM前期实施还存在着一些问题,总结起来就是:观念尚未完全转变、管理和考核体系不完善、组织机构与业务流程需要重构和CRM对公司业务支撑范围覆盖不全四个方面;再次,在前面分析的基础上本文针对性地从四个方向为CRM系统的改进提供建议,分别是:1)全员推广CRM理念,促进观念转变。2)以客户为核心,优化管理体系和考核制度。3)突破传统,重建组织机构与流程再造。4)扩大覆盖面,完善CRM业务功能;最后,本文以CRM系统应用的效果评价体系为基础,本文从客户关系改善情况、流程再造情况和财务指标情况三个方面对CRM系统改进的有效性进行了验证,并证实了改进措施十分有效。笔者希望通过M公司CRM系统改进过程的研究,分析企业在CRM系统建设中存在的共性问题,研究CRM系统改进方案,探讨其问题的根源并找到相应的对策,对CRM系统应用中的进一步完善和更具实用性提出指导性建议。
[Abstract]:With the rapid development of social economy, enterprises are facing the pressure of fierce competition in the market competition pattern. Only by changing the traditional management mode and introducing the thought of "customer-centered" enterprise development, can enterprises tap the potential of further development. CRM system and its contained customer relationship management concept, It is widely recognized as a powerful tool for enterprises to establish customer resources and advantages. It is an important way for the company to improve its competitiveness and meet the challenge by vigorously promoting the CRM strategy and implementing the CRM system construction in the enterprise. However, according to foreign research agencies, the success rate of the implementation of CRM system in Chinese enterprises is only about 30%. Therefore, it is urgent and necessary to analyze the problems encountered by enterprises in the implementation of CRM system, and to formulate the corresponding improvement methods. Firstly, this paper expounds the related theories of customer relationship management, which lays a theoretical foundation for the research of this paper. Secondly, this paper takes M Company which implements CRM system in reality as the research object, and studies and explains it, and through summarizing the implementation of CRM in M Company, it concludes that there are still some problems in the implementation of CRM in the early stage. The summary is as follows: the concept has not been completely changed, the management and assessment system is not perfect, the organization and business process need to be restructured, and the business support scope of the company is not fully covered by CRM; Thirdly, on the basis of the previous analysis, this paper provides suggestions for the improvement of CRM system from four directions, namely: 1) promoting the concept of CRM and promoting the change of concept. 2) taking customers as the core. Optimize the management system and assessment system. 3) break through the tradition, rebuild the organization and process reengineering. 4) expand the coverage and perfect the CRM business function; Finally, based on the effectiveness evaluation system of CRM system application, this paper validates the effectiveness of CRM system improvement from three aspects: customer relationship improvement, process reengineering and financial indicators. The improvement measures are proved to be very effective. The author hopes that through the research on the improvement process of CRM system in M Company, the common problems existing in the construction of CRM system in enterprises are analyzed, the improvement scheme of CRM system is studied, the root causes of the problems are discussed, and the corresponding countermeasures are found. This paper puts forward some instructive suggestions for the further perfection and practicability of the application of CRM system.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274;F49

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