【作者】 张艳芳；

【导师】 高宏；

【作者基本信息】 天津大学 ， 管理科学与工程， 2007， 硕士

【摘要】 信息技术的发展为企业带来了机遇,也带来了挑战。产品质量和价格不再是激烈的市场竞争中的竞争优势,客户关系管理成为了企业制胜的关键。本论文首先简要介绍了客户关系管理产生的原因、内涵以及CRM系统的体系结构,并分析了中小企业的特点,例如企业规模较小,业务活动灵活,组织结构简单,资金、人员、技术等资源有限,信息化设施不完善,管理相对落后等。但是因为市场环境发生了变化,中小企业需要扩大业务,而客户需求日益个性化,所以有必要在中小企业实施客户关系管理系统,目的是实现业务进程一体化管理,缩短销售周期,提高工作效率,优化工作流程,并为企业高层提供可靠、完整、科学的决策依据,从而真正为企业带来增值,提升企业竞争力。然后根据中小企业自身的特性,分析中小企业对CRM的需求特点,要求CRM功能简单、实用、易用,且实施周期短,维护方便,稳定性高,速度快,功能易扩充,并具备集成功能。通过与一般大型CRM的功能做比较,指出由于规模、技术、资金等方面的原因,中小企业CRM对渠道管理、CTI集成、电子商务等一般不会有特别强烈的功能需求,它的功能主要定位于对营销、销售、客户服务三个方面的有效管理。最后以某柴油机厂为例,通过分析企业的营销状况和在客户关系管理方面出现的问题,根据其自身的业务特点,分析得出企业对CRM的功能需求,并进行了有针对性地功能模型设计,说明中小企业要根据自身的实际情况,有针对性地选择适合企业发展的功能模块,为其他中小企业实施CRM提供借鉴。更多还原

【Abstract】 The development of the information technology brings to enterprises both opportunities and challenge. Quality and price are no longer the competitive advantage in market competition. And customer relationship management has become the key to winning the Enterprise.The thesis briefly introduces the reason why CRM came into being and connotation as well as the system structure of CRM at first, and analyses the characteristic of SMEs such as smaller scale, simple organizational structure, limited resources (fund, personnel and technology etc.) , imperfect information facility and management. But SMEs need to expand service for the market has changed and demands of customers become more individual, so it is necessary to implement the CRM in order to realize the integration of service management, shorten the sales period, enhance working efficiency, optimize work flow, and provide credible and scientific policy-making basis for the leader of enterprises.Then According to the SMEs’own characteristics, the thesis proposes the demand about CRM applying in SMEs that CRM should have simple and practical functions and short period for implementation, satisfy the need of enterprise, can be maintained conveniently, have high stability and quick speed, and expand the functions easily. And the thesis also proposes SMEs do not have strong need towards channel management, the CTI integration, the electronic commerce and so on for the reason of scale, technology and fund though comparison with the CRM in large-scale enterprises and the functions of SEMs CRM mainly locate to the marketing, sale and customer service.Finally taking some a diesel engine plant as the example, through the analysis on its marketing condition and the problem which appears in the customer relationship management, the thesis obtains the CRM function demand that the plant needs, and then designs the function model. It points that SMEs need to choose suits of function module which suits the development of enterprise according to its actual situation, and provide the model for other SMEs to implement CRM.更多还原