【作者】 何冬梅；

【导师】 胡珑瑛；

【作者基本信息】 哈尔滨工业大学 ， 工商管理硕士（专业学位）， 2021， 硕士

【摘要】 在现代全球经济体系下,国际贸易和商务活动日益频繁,经济市场竞争也日趋激烈,特别是芯片产业迎来了爆发式增长,各厂商之间的竞争也趋于白热化。企业间的竞争已不再局限于产品本身,怎样吸引更多客户、并且保持这些客户的稳定忠诚、全面挖掘客户价值是企业实现顺利发展的重要保障,同时也是长期盈利的前提条件。而如何才可以在竞争激烈的市场环境中占据优势,这是M公司需要面对的严峻挑战。因此需要全面分析,企业如果希望能够获得长期稳定发展,在确保具有良好质量和信誉的情况下,怎样开展客户关系也是一项非常重要的工作。客户是企业的稀缺资源,需要始终坚持以客户为中心,持续开发客户需求,并有效满足这些需求,构建良好的客户关系,最终保证企业发展目标能够顺利实现。本文以M公司作为研究对象,针对其客户关系管理进行研究。首先介绍了M公司基本情况和组织架构,从客户概况、客户分类现状、客户关系建立流程及CRM系统四个方面分析了M公司客户关系管理的现状,利用问卷调查了解M公司客户关系管理目前在哪些方面还存在问题,主要有:缺少准确识别客户的能力、没有细分客户、与客户交流互动不足、客户个性化与定制营销匮乏。其次,在明确改进目标和思路的基础上,从提升精准定位客户的水平、对客户实行差异化区分维护、拓展和客户交流沟通的渠道,并且能够搭建个性化服务的客户平台等4个角度来加快改善M公司加强客户关系的方案。详细来说,在提高准确识别客户能力方面需要树立CRM企业文化、完善CRM信息系统、增设CRM专门实施人员以及优化组织结构;客户差异化管理方面需要基于客户价值进行客户区分并制定客户差异化管理的策略;强化客户需求的调查角度,采用独特的创新服务打造忠实的客户群体、高效重视客户意见和投诉的处理、重视客户关系挽救;为客户提供个性化服务方面需要提供一对一整体解决方案、不断开发SCRM+私人定制。最后,基于制定出的M公司客户关系管理改进方案,为了确保制定的改进方案能够顺利实施,发挥出研究的初衷目标,提出在制度层面、技术层面和资金层面予以充分保障和科学谋划,最终实现改善客户关系管理的良好局面。更多还原

【Abstract】 With the rapid development of integrated world economy,business activities all over the world are becoming more and more frequently,and economic market competition has become increasingly fierce.In particular,the chip industry has ushered in explosive growth,and competition among various manufacturers is also fierce.The competition is no longer limited to the products,but also how to attract more customers,keep these customers stable,and fully tap customer value are the important guarantee for the smooth development of enterprises,and it is also a prerequisite for long-term profitability.How to gain an advantage in a highly competitive market environment is a severe challenge that M company needs to face.Therefore,a comprehensive analysis is needed.If a company wants to achieve long-term stable development,how to develop customer relationships is also a very important task while ensuring good quality and credibility.Customers are currently a scarce resource of a company.It is necessary to always adhere to customers as the center,continue to explore customer needs,and effectively meet these needs,build a good customer relationship,and ultimately ensure that the company’s development goals can be achieved smoothly.M company is taken for the paper using for the study object and carries out its customer relationship management.Firstly,introduce the basic situation and organization structure of M company.Customer relationship management problems of M company now are analyzed including customer profile,customer classification status,customer relationship establishment process and CRM system.In which areas there are still problems: Lack of ability to accurately identify customers,Lack of customer segmentation,insufficient communication and interaction with customers,Lack of customer personalization and customized marketing.Secondly,on basis of clarifying improvement goals and ideas,the company formulated a plan to improve customer relations for M Company’s customers from four aspects: Improving the ability to accurately identify customers,Customer differentiated management,Strengthening customer communication,and Providing customers with personalized services.In detail,to improve the ability to accurately identify customers,it is necessary to establish a CRM corporate culture,improve the CRM information system,add specialized CRM implementation personnel,and optimize the organizational structure;customer differentiation management requires customer differentiation based on customer value and development of customer differentiation management In terms of strengthening customer communication,we need to innovate models to attract more loyal customers,actively deal with customer feedback and complaints,and focus on customer relationship salvation;provide customers with personalized services,we need to provide one-to-one overall solutions,and continue to develop SCRM & private custom made.Finally,based on the customer relationship management improvement plan developed by M Company,it’s required to ensure the formulated improvement measures carry out successfully and its due effect can be embodied,system building,technology improvement and capital storage and more are proposed as corresponding safeguard aspects.At the same time,in order to ensure the effective implementation of relevant suggestions works effectively,it is proposed to give full guarantee and scientific planning at the system level,technical level and capital level,so as to finally realize the good situation of customer relationship management.更多还原