【作者】 赵翠；

【导师】 赵健宇；

【作者基本信息】 哈尔滨工程大学 ， 工商管理硕士（MBA）（专业学位）， 2024， 硕士

【摘要】 在21世纪后,全球商业环境复杂多变,各橡胶制品中小出口企业市场竞争越来越激烈,市场竞争模式从过去的产品与服务竞争逐渐转变成现在的客户竞争。橡胶制品出口型企业若想要提高自身的竞争力,实现自身的可持续发展,就必须要加强客户关系管理工作。而“二八法则”中提出,企业80%的利润仅来自于20%的关键客户。这就需要企业将客户关系管理工作重点放在关键客户之上。但结合实践发现,大部分橡胶制品出口型企业关键客户关系管理工作还存在关键客户关系识别不准确、缺乏客户分类分级管理等问题,导致企业关键客户关系管理工作难以达到预期效果。基于此,本研究运用客户关系管理相关理论,采取访谈调查等方法,以ZH公司为主要研究对象,对其关键客户关系管理展开相应的研究。首先,本文梳理了国内外学者关键客户管理关系管理方面的研究文献,阅读并总结各学者研究成果,作为本文研究的理论基础;然后,在确定论文相关概念与理论基础上,对ZH公司关键客户关系管理展开访谈调查,从关键客户识别与界定标准、关键客户关系维护机制、关键客户服务团队建设等方面着手,介绍了ZH公司关键客户关系管理现状。并对ZH公司相关工作人员、现有关键客户以及已流失关键客户进行了访谈;然后,结合访谈结果与各项内部资料,深入的挖掘ZH公司关键客户关系管理中存在的一些问题,以及这些问题的原因所在;最后,围绕“精准获取客户需求,提升客户满意度”、“完善客户分类分级管理,确保资源合理分配”、“提升关键客户忠诚度,增加关键客户价值贡献”的主要目标,坚持“成本效益”、“动态调整”、“以人为本”的基本原则,确定了ZH公司关键客户关系管理具体改进方案。本研究期望通过对ZH公司关键客户关系管理的研究,为该企业制定完善的关键客户关系管理策略,提升企业关键客户关系管理效率提供指导。同时,为其他橡胶制品出口企业关键客户关系管理的优化提供借鉴。更多还原

【Abstract】 After the 21st century,the global business environment is complex and changeable,and the market competition of enterprises in various rubber production industries is becoming more and more fierce.The market competition mode has gradually changed from the product and service competition in the past to the current customer competition.If rubber products export-oriented enterprises want to improve their own and realize their own sustainable development,they must strengthen customer relationship management.Under the "80-80rule",80 percent of companies’ profits only come to 20 percent of key customers.This requires companies to focus on CRM on key customers.However,combined with practice,it is found that most of the key customer relationship management of export rubber products enterprises still have problems such as inaccurate identification of key customer relationship,which makes it difficult for the key customer relationship management of enterprises to achieve the expected results.Based on this,this study uses the relevant theories of customer relationship management,adopts interviews and other methods,and takes ZH company as the main research object to carry out corresponding research on its key customer relationship management.Firstly,this paper sorts out the research literature on key customer management of domestic and foreign scholars,reads and summarizes the theoretical basis for the research on the basis of this paper,and introduces the current situation of key customer relationship management of ZH Company from the aspects of key customer identification and definition standard,key customer relationship maintenance mechanism,and building of key customer service team.And interviewed the relevant staff of ZH company,the existing key customers and the lost key customers;then,Combined with the interview results and various internal information,Dig deep into some problems in ZH’s key customer relationship management,And why the causes of these problems;last,Focusing on the " precise access to customer needs,Improve customer satisfaction "," improve customer classification and classification management,Ensure proper allocation of resources "," enhance key customer loyalty,Primary objectives of increasing key customer value contributions ",Adhering to the basic principles of "cost-effectiveness","dynamic adjustment" and "people-oriented",The specific improvement plan of the key customer relationship management of ZH company was determined.This study aims to provide guidance for the ZH company to develop a sound key CRM strategy and improve the efficiency of key CRR management.At the same time,it provides reference for the optimization of key customer relationship management of other rubber products export enterprises.更多还原