【作者】 孙利；

【导师】 郭子雪；

【作者基本信息】 河北大学 ， 企业管理， 2011， 硕士

【摘要】 我国家电行业作为最早进入市场化的行业,在全球化的视角下,我国家电行业的技术水平接近国际先进水平,基本上能够满足全球200多个国家和地区的各细分市场对产品不断翻新的需求。但是,随着人工成本的提高、原材料和营销成本居高不下,我国家电行业如果继续依靠高投入、低成本和价格战,那么行业的增长空间则较为有限。另外,由于20世纪末的家电行业渠道革命,具有巨大“销售能力”和“物流组织能力”的超级家电连锁异军突起,家电销售渠道发生了“结构性”的变革。渠道引发了家电产业链(原材料采购、品牌营销、技术研发、销售渠道等)的剧烈震荡,垄断经营形成。各地渠道商店铺成为消费者购买的首选场地,渠道商的影响力随着其自身品牌的成长而日益增强。与此同时,国际渠道商向发展中国家扩张。渠道上的垄断经营进一步恶化了家电市场的价格结构,低价和本地品牌盛行成为必然趋势。找新的竞争措施,在家电市场上生存和发展,已经势在必行。本文通过对客户关系管理相关理论知识的总结归纳,在深入分析的基础上,借鉴其研究成果,并结合家电行业自身特有的特点,将定量与定性分析、理论与实践研究相结合等方法的应用,希望将客户关系管理策论引入到家电行业,为这个竞争激烈的行业开辟新的发展蹊径。本文则从客户关系管理的角度,通过对客户价值的分析,从潜在价值和当前价值两个维度,在借鉴以往的研究成果和有关专家意见的基础上,给出了针对家电行业转售客户价值和最终客户价值的评价指标体系,使得家电企业可以对客户价值进行定量计算,据此将企业的客户进行分类。在分类的基础上,针对不同的客户群体相应地从客户关系发展策略和资源分配策略两个角度提出了客户关系管理策略,帮助企业将有限的精力和资源投入到最有价值和发展潜力的客户身上,建立稳定的客户关系,至利于提高企业的竞争力和长期盈利能力。为企业提供了一套客户价值分析以及客户管理的办法,对企业进行科学地客户关系管理有重要的理论和实践价值。更多还原

【Abstract】 Household electrical appliance industry is the first to enter the marketization in China, in a global market perspective, its technology level is close to the international advanced level, and basically can satisfy all segments of the market in more than 200 country and region in worldwide. But as artificial increasing costs of raw material and marketing costs remains high, China’s household electrical appliance industry if continue to rely on high investment, low cost and price war, then the industry’s growth space is more limited. In addition, because household electrical appliance industry channel revolution at the end of 20 century, super home appliance interlinks bouncy come out with tremendous "sales ability" and "logistics organization ability", appliance sales channel happen "structural" transformation. Channel triggered the appliance industry chain shock (raw materials procurement, brand marketing, technology research and development, sales channels, etc), the violent shake monopolize formation. Shop around channels become consumers purchase venue, channel distributor’s influence increase as its own brand. Meanwhile, the international channel distributor expands to developing countries. Channel monopoly on business further deteriorate the home appliance market price structure, low price and local brand become a necessary tendency. Finding new competition measures is the survival and development of household electrical appliance, already imperative.With summarizing the relevant theoretical knowledge of customer relationship management, analyzing on the basis of reference, combining former results and household electrical appliance industry own peculiar characteristics, and using quantitative analysis and qualitative analysis and combination method of theory and practice research , this paper introduces customer relationship management into the household electrical appliance industry, for opening up a new ground in this competitive industry development . From the angle of customer relationship management, based on customer value analysis, from the two dimensions of the potential value and the current value, in referencing past research results and relevant expert advice, customer who sell what they bought and final customer value evaluation index system was given, which make household enterprises can quantitatively calculate customers value, finally the enterprise can classify their customers. On the basis of classification, in view of the different customer groups, we can manage the customer relationship accordingly development strategy and resource allocation strategies , help enterprise put limited energy and resources into the most valuable and most potential clients, establish stable customer relationship, and in order to improve the competitiveness of the enterprises and long-term profitability. It provides a set of customer value analysis and customer management method for the enterprise, and is great meaningful practically and theoretically.更多还原