【作者】 孙伟；

【导师】 谢天保；

【作者基本信息】 西安理工大学 ， 工商管理（专业学位）， 2016， 硕士

【摘要】 当今社会,随着网络技术、信息技术的高速发展,信息传播的速度越来越快,市场透明度也越来越高。在这种情况下,企业不仅会获得更广阔的市场,同时也面临着越来越激烈的市场竞争。近几年,中国工业自动化行业发展十分迅速,但伴随着业务量的增大,企业的利润率却越来越低。企业不但要保证产品和服务的质量、保持技术和理念的先进性,同时也要更加关注人的因素——客户关系管理。D公司作为一个从事工业自动化领域业务的技术型企业,要特别注重与客户的伙伴型合作关系。本文共分为六章。第一章是绪论,介绍了选题背景、国内CRM系统使用现状、研究意义、研究内容、研究方法和研究路线。第二章介绍客户关系管理理论的定义、发展历程和本文的相关理论支持。第三章是D公司客户关系管理现状与问题分析,结合公司基本概况表述了D公司客户关系管理现状。通过客户问卷调查提出D公司客户关系管理存在的主要问题,并对这些原因进行分析,确定了改进的必要性。第四章是客户关系管理策略的改进,通过SWOT分析结合4C理论,总结出D公司的优势与劣势,确定目标、提出客户关系管理的改进策略。第五章是客户关系管理策略的实施保障措施,包括客户关系管理改进策略的实施,以及使用过程中应注意的事项。第六章是本文的结论,对全文进行了总结。笔者希望本文能够为需要客户关系管理系统的类似企业,在体系建设和使用方面提供一定的参考和借鉴。更多还原

【Abstract】 In today’s society,informations spread quickly with the development of network technology and information technology.The market not only will have a high degree of transparency.In this case,the enterprises will get a broader market,but also face a more violent competition in the market.In recent years,industrial automation develops very rapidly.in China.Although the companies tend to have more business but the profit margins become smaller and smaller.Enterprises not only need to ensure the quality of products and services,but also need to maintain the advanced nature of technology and ideas.They should pay more attention to human factors-customer relationship management.As a company in the field of industrial automation technology,D company needs to pay special attention to build and contain firm partnership with important customers.This paper is divided into six chapters.The first chapter is the introduction,which introduces the selected topic background,the current situation of using CRM in China,research significance,research content,research methods and research routes of CRM system in China.The second chapter introduces the definition of customer relationship management theory,the development process and the relevant theoretical supports of this paper.The third chapter is D company customer relationship management status and problem analysis,combining with the company’s basic situation.The main problems of customer relationship management are putted forward through customer questionnaire surveies,the reasons are analyzed and the necessity of improvement are determined.The fourth chapter is the improvement of customer relationship management,besides the environmental analysis,the SWOT analysis of D company’s strengths and weaknesses with 4Cs,and it puts forward the enhanceing strategies of customer relationship management.The fifth chapter is the guarantee measures of customer relationship management strategies,including the implementation of customer relationship management strategies,and the matters that should be paid attention to in the course of using.The sixth chapter is the conclusion of this paper,which is the summary of the full text.I hope that this paper can provide some references or help for the similar enterprises which need the customer relationship management system to server.更多还原