【作者】 杨华；

【导师】 崔明；

【作者基本信息】 兰州大学 ， 工商管理（专业学位）， 2020， 硕士

【摘要】 近年来,随着互联网技术的快速发展及应用,电子商务在我国迅速发展。随着越来越多电商平台的建立,竞争也日益激烈。客户对电商平台来说至关重要,在激烈的竞争及日益变化的客户需求下,电商平台开始重视客户关系的管理,调整从以产品为中心向以客户为中心的企业战略,进而加强与客户的长期合作关系。然而,在解决客户关系管理问题的过程中,电商平台仍然存在很多不足。目前,兰州银行百合生活网在客户关系管理中也存在一些问题,这些问题影响平台客户的体验度、满意度和忠诚度,从而影响客户与平台的长期合作关系,进而影响平台在同业竞争中所处的地位。本文作者首先通过对国内外文献成果的阅读学习,简单概述了市场营销、客户关系营销、客户价值、客户生命周期等理论,并重点总结概括了客户关系管理的内涵和管理内容及本文的理论基础。其次,通过拦截300名百合生活网客户进行客户满意度问卷调查,从客户的角度了解和掌握兰州银行百合生活网在客户关系管理中存在的问题。然后以客户关系管理的相关理论知识为基础,以问卷调查的结果为依据,阐述兰州银行百合生活网客户关系管理的现状,指出存在的现实问题,并对其客户关系管理存在问题的原因进行分析总结。最后作者分别从兰州银行百合生活网客户关系管理的目标、客户细分、客户选择与开发、客户维护和客户挽救等角度,提出兰州银行百合生活网客户关系管理的优化策略;同时,论文从加强客户关系管理的服务理念、构建科学的客户关系管理方式、加大数据分析的使用、增强运营人员的专业素养及完善客户管理绩效考核等方面提出百合生活网客户关系管理优化策略的保障措施。通过对兰州银行百合生活网客户关系管理策略优化的研究,一方面,为百合生活网实现良好的客户关系管理提供帮助和指导,促进其客户关系的良性化和优质化,加强平台与客户的持久性关系;另一方面,能够为银行电商平台的客户关系管理提供借鉴。更多还原

【Abstract】 In recent years,the e-commerce in China has witnessed considerable growth with the rapid development and wide application of Internet technology.An increasingly number of e-commerce platforms trigger more fierce competition.Clients count a lot to the platforms,so,in the face of fierce competition and ever-changing customer needs,e-commerce platforms have begun to attach importance to the management of customer relationships,adjust the corporate strategy from product-oriented to customer-oriented and then strengthen long-term cooperation with customers.However,there have been many imperfections in the practical process of solving the relationship.Some problems have also been recognized in BHELIFE.COM.They affect clients’ experience,satisfaction and allegiance toward the website,the long-term cooperation between the clients and platform and,finally,the competitiveness of the platform.The study,after reading and learning the literature reviews home and abroad,briefly summarizes the theories of marketing,client relationship marketing,client value,customer life cycle,etc.and mainly sums up the connotation and management content of client relationship management.Secondly,by intercepting satisfaction questionnaires of 300 clients of BHELIFE.COM,it analyzes the problems in the client relationship management of BHELIFE.COM from the perspective of clients.Based on the relevant theoretical knowledge of client relationship management and results of questionnaires,the study explains the current situation of client relationship management of BHELIFE.COM,points out the actual problems and analyzes the reasons.At last,the paper puts forward the optimization management strategies for the network from the perspective of management target,customer subdivision,client selection and development,client preservation and remedy.In addition,the paper puts forward the guarantee measures of client relationship management from the aspects of strengthening the“customer-centered” service concept,constructing scientificmanagement system of customer information,increasing data analysis,strengthening professionalism of the operators and improving customer management performance evaluation.Study on the optimization of client relationship management strategies of BHELIFE.COM,for one thing,provides help and guidance for the network to achieve good relationship management,promotes the benignization and good quality of its client relationship,and strengthens the durability between the platform and clients.For another,it can provide e-commerce platforms with reference on client relationship management.更多还原