【作者】 骆军；

【导师】 史丽萍；

【作者基本信息】 哈尔滨工程大学 ， 管理科学与工程， 2003， 硕士

【摘要】 在当今激烈竞争的商业环境中，竞争对手的增加、业务的多样化和全球化已使企业间的竞争急剧增强。企业只有不断地通过各种渠道同客户进行有效的互动交流，并且从这种互动中获取知识，了解客户，提高客户满意度来获得利润，才能在竞争中立于不败之地。尤其是新经济时代的到来，客户是企业至关重要的成功因素和利润来源，谁把握了客户谁就拥有了市场，使得企业的战略正从“以产品为中心”向“以客户为中心”转变。企业应如何了解客户的需求，如何细分不同客户，改变客户关系，提高客户满意度?客户关系管理(CRM)就是为了解决企业的这些问题。 CRM首先强调的是以客户为中心的思想，这种思想必须渗透到企业管理的每个环节。只有深入研究自己企业和行业的特点，对企业进行业务流程重组和组织结构再造，建设合适自己企业特点的CRM系统，才能对企业的发展有所帮助。 中国电信是一个特殊的企业，中国电信经过了两次分拆，已经由一个完全垄断者变成了一个市场竞争参与者。在这个角色的转变过程中，中国电信需要利用先进的管理思想来改善企业的管理，改善与客户的关系。CRM在中国电信应用的课题，就被提上了日程。本论文从中国电信的企业特点出发，从CRM实施重在重组业务流程的思想出发，为中国电信实施CRM提供解决方案。更多还原

【Abstract】 In the severely competitive business environment, the increasing of competitors and diversification and globalization of business has made the competition between enterprises much more intensive. Only by communicating with customers through all kinds of channels so as to gain knowledge, know more about customers and improve their satisfaction to get more profit, could enterprises win in competition. Especially when the new economy comes, customers are the most important factors for success and the source of profit for enterprises. It means that who owns the customers, who owns the market. And it will make enterprises’ strategy change from product-centered to customer-centered. But how to get to know what customers need, how to get customer segmentation, how to change customer relationship and how to improve their satisfaction? Customer Relationship Management (CRM) is used to solve these problems.CRM put emphasis on the customer-centered idea. This idea should filter into every link of enterprise management. Only by doing research of characters of our enterprise itself and its industry, could we integrate business process and organization structure, and set up CRM system, which fits for our own business, and could it be helpful to the development of enterprise.China Telecom is a special enterprise, which has been splited twice, and has been changed from a monopolist to a market competition participator. During the transformation, China Telecom needs advanced management ideas to improve its management and customer relationship. That’s why the topic about how to apply CRM in China Telecom has been proposed. This paper provided a program for the CRM application in China Telecom, based on the characters of China Telecom, and based on the ideas of CRM implementation and business process integration.更多还原