CRM在邮政广告函件业务发展中的应用

发布时间：2018-04-19 13:57

本文选题：客户关系管理 + 邮政广告函件　；参考：《郑州大学》2005年硕士论文

【摘要】：当今,全球范围的邮政企业正逐步走向开放,面临日益激烈和复杂的竞争环境。在邮政传统函件业务呈下降趋势的情况下,从邮政这一历史悠久的信息产业派生出来的新的商务信息传播业务—邮政广告函件业务的作用不可小觑,它对邮政函件业务的滑坡起到了很强的支撑作用。邮政广告函件业务作为我国邮政企业新的经济增长点,经过几年的发展,已达到一定规模,从总体看基本上越过了粗放式经营的发展期,取得另人瞩目的成绩,但也存在着诸多问题。对于邮政广告企业来说,客户是企业的宝贵资源,若赢得了客户,就能在激烈的市场竞争中占有优势。而随着客户需求的不断变化和增加,暴露出邮政广告函件业务在发展中存在的主要问题就在于客户关系管理上,如管理方式粗放、服务水平较低、客户关系管理缺乏长期性等。如何解决这些阻碍业务发展的问题日益为我国各级邮政广告公司所重视。如果能根据科学的客户关系管理理论,来调整邮政广告函件业务的发展重心和发展方向,就能在业务发展过程中做到有的放矢,达到事半功倍的效果。因此,邮政广告的进一步发展,需要邮政业务人员掌握CRM理论,在理论的指导下找到邮政广告函件业务与CRM的结合点和市场定位,从客户的需要出发,来设计和提供邮政服务,从而达到吸引和留住客户,扩大市场份额的目的。本文首先通过CRM理论及国内外对CRM的应用现状研究、我国邮政广告函件客户服务与管理现状研究,论述了邮政广告函件业务实施CRM的必要性。指出了广告函件存在的主要问题,阐明了邮政广告市场竞争的激烈性、广告客户的重要性、邮政广告发展潜力巨大及实施CRM的意义。针对邮政广告函件业务发展中存在的问题,通过深入详实的调查、分析,借鉴国内外CRM实施经验,结合我国邮政广告发展现状,提出了切实可行的CRM应用策略,详细阐述了业务流程、组织结构、管理制度、服务质量等方面的改进方法,并以江西省邮政局CRM应用案例说明了该策略的实施过程。本文不仅提出了直观、具体、可行的CRM应用策略,而且还指出了在实施CRM的过程中应注意的问题。本文的研究结果对于如何正确应用CRM理念还处于摸索阶段的国内各级邮政广告公司而言,具有重要的借鉴和指导作用。
[Abstract]:Nowadays, the worldwide postal enterprises are gradually opening to the outside world and facing increasingly fierce and complex competitive environment.With the decreasing trend of the traditional postal communication business, the new business of commercial information dissemination derived from the long history of postal information industry-postal advertising letter business can not be underestimated.It has played a strong supporting role in the decline of postal mail business.As a new economic growth point of postal enterprises in China, the postal advertising and correspondence business has reached a certain scale after several years of development. On the whole, it has basically crossed the development period of extensive management and made remarkable achievements.But there are also many problems.For postal advertising enterprises, customers are the valuable resources of enterprises. If they win customers, they will have an advantage in the fierce market competition.With the continuous change and increase of customer demand, the main problems in the development of postal advertising and correspondence business lie in customer relationship management, such as extensive management, low service level, lack of long-term customer relationship management and so on.How to solve these problems hindering the development of postal advertising companies at all levels of our country has been paid more and more attention.If we can adjust the development center and direction of postal advertising correspondence business according to the scientific theory of customer relationship management, we can achieve the goal in the process of business development and achieve twice the result with half the effort.Therefore, the further development of postal advertising requires postal service personnel to master the CRM theory, to find out the combination point and market position of postal advertising correspondence business and CRM under the guidance of the theory, and to design and provide postal services according to the needs of customers.In order to attract and retain customers, expand market share of the purpose.Firstly, through the research of CRM theory and the application status of CRM at home and abroad, and the research of customer service and management of postal advertisement letter in our country, this paper discusses the necessity of implementing CRM in postal advertisement letter business.This paper points out the main problems existing in the advertisement correspondence, expounds the fierce competition in the postal advertising market, the importance of the advertisers, the great potential for the development of the post advertisement and the significance of implementing CRM.In view of the problems existing in the development of postal advertisement letter business, through the thorough and detailed investigation, analysis, drawing on the experience of CRM implementation at home and abroad, combining with the present situation of postal advertisement development in our country, this paper puts forward the practical and feasible application strategy of CRM.The improvement methods of business process, organization structure, management system and service quality are described in detail, and the implementation process of the strategy is illustrated by the application case of Jiangxi Post Office (CRM).This paper not only puts forward the intuitionistic, concrete and feasible CRM application strategy, but also points out the problems that should be paid attention to in the process of implementing CRM.The research results of this paper have an important reference and guidance role for the domestic postal advertising companies at all levels which are still in the exploratory stage of applying the concept of CRM correctly.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2005
【分类号】：F618

【共引文献】