【作者】 吴鹏；

【导师】 彭岷；

【作者基本信息】 电子科技大学 ， 工商管理硕士（专业学位）， 2016， 硕士

【摘要】 随着社会经济的快速发展,企业在逐步开放的市场竞争格局中正面临着激烈竞争的压力。只有改变传统的经营管理模式,引入“以客户为中心”的企业发展思想,企业才能挖掘出进一步发展的潜力。CRM系统与其所蕴含的客户关系管理理念,被广泛认为是企业建立客户资源与优势的有力工具。在企业中大力推进CRM战略,实施CRM系统建设,是公司提高自身竞争力和迎接挑战的重要途径。然而,据国外调查机构研究表明,中国企业CRM系统实施的成功率大约只有30%。因此分析企业在CRM系统实施过程中遇到的问题,制定相应的改进方法十分紧迫和必要。本文首先对客户关系管理相关理论进行阐述,为论文的研究奠定理论基础;其次,本文以现实中实施CRM系统的M公司为研究对象,对其展开研究说明,并通过对M公司CRM前期实施情况的总结得出了CRM前期实施还存在着一些问题,总结起来就是:观念尚未完全转变、管理和考核体系不完善、组织机构与业务流程需要重构和CRM对公司业务支撑范围覆盖不全四个方面;再次,在前面分析的基础上本文针对性地从四个方向为CRM系统的改进提供建议,分别是:1)全员推广CRM理念,促进观念转变。2)以客户为核心,优化管理体系和考核制度。3)突破传统,重建组织机构与流程再造。4)扩大覆盖面,完善CRM业务功能;最后,本文以CRM系统应用的效果评价体系为基础,本文从客户关系改善情况、流程再造情况和财务指标情况三个方面对CRM系统改进的有效性进行了验证,并证实了改进措施十分有效。笔者希望通过M公司CRM系统改进过程的研究,分析企业在CRM系统建设中存在的共性问题,研究CRM系统改进方案,探讨其问题的根源并找到相应的对策,对CRM系统应用中的进一步完善和更具实用性提出指导性建议。更多还原

【Abstract】 Today,enterprises are facing fierce competition in the market competition with the rapid development of social economy.Only by changing the traditional management mode,adhere to the ideas that "customer centered",enterprises can tap the potential for further development.CRM system and its customer relationship management concept,is widely considered to be a powerful tool for enterprise to establish customer resources.An important way to improve company’s competitiveness and to meet the challenges is promote the CRM strategy vigorously.However,according to foreign research institutions the success rate of the implementation of China’s CRM system is only about 30%.So it is urgent and necessary to establish the corresponding improvement methods for the problems encountered in the process of CRM system implementation.First,this paper expounded the theories of customer relationship management;Second,the research object based on the reality of the M company of the implementation of CRM system;The CRM of early implementation still exist some problems,summed up is: ideas have not been completely transformed,management and evaluation system is not perfect,the organization and business process should be reconstruction and CRM on the company’s business support coverage is not comprehensive;Again,on the basis of previous analysis,this paper provides four directions for the improvement of CRM system: 1)all promote the concept of CRM,to promote the concept of change,2)to the customer as the core,optimize the management system and evaluation system,3)to break through the traditional,reconstruction of organization and process reengineering 4)expand coverage,improve the CRM business functions;Finally,based on the CRM system application effect evaluation system,this article from three aspects to verify the effectiveness of the improved CRM system: the situation of customer relations improvement,the process reengineering and financial indicators,and confirmed the improvement measures are very effective.We that the research process of improvement process of CRM system in M,can find the common problems of enterprise in CRM system,and take improvement program on the CRM system,for improving the application of CRM system and making it more practical finally.更多还原