H广电公司客户关系管理体系研究

发布时间：2018-05-11 03:35

本文选题：客户关系 + 客户忠诚　；参考：《哈尔滨理工大学》2017年硕士论文

【摘要】：作为一种新型的管理机制,客户关系管理(CRM)可以改善企业与客户之间关系,提高客户忠诚度和满意度,在产品同质化现象日趋严重和企业间竞争异常激烈的今天,客户资源的竞争成为了企业的工作重点,如何在竞争中提高客户满意度和忠诚度,获得更多客户的青睐是问题的关键。在客户关系管理中,企业围绕客户这个中心,来完成其业务流程的重组和组织结构的再造,展开系统的客户研究,全面提升客户满意度,核心思想是建立客户忠诚,最终达到企业运营效率的目的。本论文以客户关系管理理论为基础,以客户关系管理的发展现状和未来发展趋势为依据,以H广电公司为具体研究对象,结合H广电公司现有客户关系管理现状进行了详细分析,并提出了具体的有效策略。首先,先通过学习和借鉴国内外客户关系管理研究的著作和文献,对客户关系管理的内容和客户关系管理未来发展的趋势进行了归纳、汇总,应用客户关系管理理论对H广电的客户关系管理发展的现状进行了研究和阐述,指出客户关系管理的必要性,为下一步客户关系管理的优化策略和方案提出奠定了基础。其次,建立适合H广电公司客户信息管理体系,主要包括客户信息管理平台的建立、“以客户为中心”理念的建立和绩效考核体系的建立,将“以客户为中心”的理念融入到管理中,要贯穿在员工服务的始终。再次,为确保H广电公司客户关系管理体系正常实施,还需要有一些列的保障制度,通过优化组织结构、建立人才储备、制定公司的各种保障制度,使H广电公司客户关系管理体系得以顺利实施,从而客户满意度与忠诚度均得以提升,同时也提高了H广电公司的竞争力。
[Abstract]:As a new management mechanism, CRM (customer relationship Management) can improve the relationship between enterprises and customers, improve customer loyalty and satisfaction. Today, the phenomenon of product homogenization is becoming more and more serious and the competition between enterprises is extremely fierce. The competition of customer resources has become the focus of enterprises. How to improve customer satisfaction and loyalty in the competition and get more customers favor is the key problem. In customer relationship management, enterprises focus on customer as the center to complete the reengineering of their business process and organizational structure, carry out systematic customer research, improve customer satisfaction in an all-round way, the core idea is to establish customer loyalty. Finally, the purpose of enterprise operation efficiency is achieved. This paper is based on the theory of customer relationship management, based on the current situation and future development trend of customer relationship management, and takes H radio and television company as the specific research object. Combined with the current situation of customer relationship management in H radio and television company, this paper makes a detailed analysis, and puts forward specific effective strategies. First of all, through studying and drawing lessons from domestic and foreign works and literature on customer relationship management, the content of customer relationship management and the trend of future development of customer relationship management are summarized and summarized. Based on the theory of customer relationship management (CRM), this paper studies and expounds the current situation of the development of customer relationship management (CRM) in H radio and television, and points out the necessity of CRM, which lays a foundation for the optimization strategy and scheme of CRM in the next step. Secondly, the establishment of customer information management system suitable for H radio and television company, including the establishment of customer information management platform, the establishment of "customer-centered" concept and the establishment of performance appraisal system, The concept of "customer-centered" should be integrated into the management, throughout the staff service. Thirdly, in order to ensure the normal implementation of the customer relationship management system of H Radio and Television Company, it is also necessary to have some series of safeguard systems. Through optimizing the organizational structure, establishing the talent reserve, and formulating various kinds of guarantee systems of the company, So that the customer relationship management system of H radio and television company can be implemented smoothly, thus customer satisfaction and loyalty can be improved, and the competitiveness of H radio and television company can also be improved.
【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】：2017
【分类号】：G221;F274

【参考文献】