【作者】 李兵；

【导师】 佟琼；

【作者基本信息】 北京交通大学 ， 工商管理（专业学位）， 2013， 硕士

【摘要】 摘要：随着我国市场化程度的不断提高,竞争逐渐加剧,在各行各业都呈现出供过于求的局面。企业为赢得竞争,就必须不断提高服务水平,提高客户的满意度,以谋求企业的长久发展。客户关系管理的重要作用正在被越来越多的公司接受和认可。本文研究的B公司中国区化学建材业务部在客户关系管理的问题上存在着欠缺,亟待改进和提高。本文首先从客户细分、客户价值、客户满意与客户忠诚的角度出发,介绍了客户关系管理的相关理论知识。然后,就B公司中国区化学建材业务部客户关系管理的现状进行介绍,提出其在客户细分方面,存在脱离市场大环境,更多地是从企业自身角度而不是客户的角度,来考虑问题、制定政策；在客户价值方面,存在着对关键客户投入的关注度不够、对客户流失的漠视、客户管理松散和没有形成有效的客户激励机制等问题；在客户满意与客户忠诚方面,存在着办事效率低下、客户关怀缺失的问题。作为B公司中国区化学建材业务部的一名团队成员,作者既考虑到企业自身的特点,又结合市场及客户的需求,有针对性地建议B公司中国区化学建材业务部在客户关系建立方面,应基于客户细分和客户价值的角度,选择那些有价值、有潜力的优质客户进行合作,并与大型集团公司、轨道建设管理公司、行业协会等建立战略联盟及保持良好关系；在客户关系维护方面,应基于客户满意和客户忠诚角度,针对不同客户采取不同的维护政策,全力维护关键客户、适当关注普通客户、坚决大胆取舍维持客户,逐渐培养出一批忠诚于B公司中国区化学建材业务部的忠诚客户；在客户关系管理配套制度的完善方面,从管理制度和人员考核与培训制度两个层面,建议B公司中国区化学建材业务部应明确部门与岗位职责、建立和规范标准业务流程、严格考核员工、加强员工培训,全面提升自身竞争力。最后,通过客户关系管理改进预期实施效果和真实案例,进一步强化客户关系管理改进方案的积极意义。更多还原

【Abstract】 Competition gradually has been intensified with the improvement of our nation’s degree of marketization; supply exceeds demand in almost every field. To win the competition, enterprises have to continuously improve their service level, and the customers’ satisfaction, for seeking enterprises’ long-term development. The important role of customer relationship management is being accepted by more and more companies. This paper studies B construction chemicals (China) Co., Ltd which is lack of customer relationship management, and is urgent to be improved.This paper starts from the customer segmentation, customer value, customer satisfaction and customer loyalty perspective, introduces the related theoretical knowledge of customer relationship management. Then, it introduces the current situation of customer relationship management of B construction chemicals (China) Co., Ltd, and points out that B construction chemicals (China) Co., Ltd, in terms of customer segmentation, has been thinking of questions, drawing up policies more not from the customer’s point of view but of their own. In terms of customer value, there are problems on paying insufficient attention to the key customers, overlooking the loss of customers, customer management loose and no effective customer incentive mechanism. In terms of customer satisfaction and customer loyalty, there are problems on low working efficiency, and lack of customer care.As a member of B construction chemicals (China) Co., Ltd, the author both thinks of the B construction chemicals (China) Co., Ltd’s characteristics and the market&customer’s requirement, suggests that in terms of customer relationship set up, B construction chemicals (China) Co., Ltd should choose those valuable customers to cooperate. And also it should build up strategic alliance and keep good relationship with those large group of companies, subway construction management companies, industry association etc. In terms of customer relationship maintenance, B construction chemicals (China) Co., Ltd should adopt different policies according to different tiers of customers. It should do its best to hold the key customers, pay less attention to the ordinary customers, to keep reluctantly or abandon the low-valued customers promptly, and gradually develop a group of loyal customers. In terms of the consummation of the supporting system, from the view of administration system and personnel assessment and training, this paper suggests that B construction chemicals (China) Co., Ltd should clear departments and job responsibilities, establish and standardize the business process standardization, assess the staff strictly, enhance the staff training and its competitiveness comprehensively. At last, it further strengthens the positive significance of improvement of customer relationship management by raising expected effects and real case of CRM improvement.更多还原