【作者】 李莉；

【导师】 井淼；

【作者基本信息】 上海交通大学 ， 工商管理（MBA）（专业学位）， 2018， 硕士

【摘要】 随着日益加剧的市场竞争,企业将关注的焦点逐渐由企业内部转向了外部,客户成为企业发展的首要战略资源。企业的经营理念也从“以产品为中心”转向了“以客户为中心”。实施客户关系管理,成为企业加强自身核心竞争力、提高客户满意度和忠诚度并实现企业利润最大化的方式。本文采用定性和定量分析相结合、理论和实践相结合的方式展开研究,首先介绍了客户关系管理的概念、目的和相关理论,总结了实施客户关系管理的途径和方法,然后分析了S公司面临的外部环境及客户关系管理的现状和问题,最后给出了S公司客户关系管理的改善方案。本文通过对S公司客户关系管理的研究,对S公司及与其现状相似的企业,即垄断企业在面临新的竞争者、失去产品的垄断优势时,如何借助实施客户关系管理实现客户留存、保持盈利能力具有很大的借鉴意义。更多还原

【Abstract】 As the market becomes increasingly competitive,enterprises gradually shifted their focus externally.Customer becomes the primary strategic resource for the development of the enterprise.The business concept also changed from “Product Centricity” to “Customer Centricity”.Successful implementation of customer relationship management becomes an essential way for enterprises to strengthen core competencies,improve customer satisfaction and loyalty,and maximize profits.The thesis adopts qualitative and quantitative analysis combined with CRM theories and practices to carry out the research.Firstly it introduced the concept of Customer Relationship Management,its purpose and related theories and summarized ways and methods for implementation CRM;secondly the thesis analyzed the external environment which S company faced and S company’s current status and problems in managing CRM;lastly it provided the solution for improving S company’s CRM.The thesis,through its research on S company’s CRM,has important implications to S company and similar enterprises,i.e.how the monopoly enterprises in the situation of facing new competitors and losing product advantages,can properly apply the CRM to achieve customer retention and maintain profitability.更多还原