【作者】 张平；

【导师】 李顺才；

【作者基本信息】 华中科技大学 ， 工商管理， 2013， 硕士

【摘要】 近年来，国内钢铁行业产能严重过剩，钢厂利润大幅下滑。与之相关的钢材贸易企业经营也日渐困难。在如此的经营环境中，钢贸企业只有通过树立“以客户为本”的企业文化，加强客户关系管理，做好客户服务工作才能有效提升企业的核心竞争力，长期健康发展。本文首先介绍了客户关系的基本理论及“客户满意度”、“客户忠诚度”、“客户价值”等有关概念，然后对钢材贸易所属的工业品市场的客户关系管理的特点进行了阐述；其次，通过对SJCO公司发展历程、组织机构、主要业务流程及目前经营中存在的困难的介绍与分析，并结合目前该公司客户关系管理中存在的问题，指出了在SJCO公司实施客户关系管理改善的必要性，并对其实施的可能性进行了初步的论证；然后，具体提出了在该公司实施客户关系管理改善的有关策略，包括提前进行规划、对客户进行分级管理、加强客户满意度管理等。最后对客户关系管理的保障措施，包括实施“以客户为本”的企业文化并按照其要求对组织机构与业务流程进行优化等进行了阐述，并给出论文的结论。本文通过阐述有关理论，分析企业的实际问题，给出改进建议的完整流程，期望能够切实提升SJCO公司的客户关系管理理论及应用水平，提高该企业客户的满意度，提升客户价值。最终达到促进企业发展、形成企业核心竞争力的目的。更多还原

【Abstract】 In recent years, a huge overcapacity problem has been existed in the domestic steelindustry, with a sharp fall in profits of the steel mills. The business of the related steeltrading enterprises has also been increasingly difficult. In such a business environment, theonly way for the steel trade enterprises to effectively promote the core competitiveness andkeep growing healthily in the long term is to establish a "customer-oriented" enterpriseculture, strengthen the management of customer relationship and serve customers well.The thesis first introduces the basic theory of the customer relationship and the relatedconcepts about "customer satisfaction","customer loyalty","customer value", and thenelaborate on the characteristics of industrial products marketing to which the steel tradingbelongs; Secondly, the necessity for SJCO to implement the new-style customer relationshipmanagement is pointed out and the possibility of the implementation is preliminarily provedby means of introducing and analyzing the development history, organizations and majorbusiness processes of SJCO, as well as the difficulties existing in operation combined withthe problems of the company’s customer relationship management; Then, relevant strategiesto improve customer relationship management (CRM) in this company are presented in aconcrete way, including planning in advance, level-to-level administration of customers,increasing customer satisfaction etc. Last but not the least, the author of the paper elaboratesthe CRM supporting measures which include the implementation of customer orientedenterprise culture and an optimization of institutional framework and business process basedon its enterprise culture, and brings the paper to a natural conclusion.The thesis expects to be able to effectively enhance the theories and applications levelof SJCO’s customer relationship management, improve the customer satisfaction of thisenterprise and promote the customer value by elaborating on the theories, analyzing theactual problems of the enterprise and providing the complete process of recommendationsfor improvement. Ultimately the purposes of promoting the development of the enterpriseand forming the core competitiveness of the enterprise will be achieved.更多还原