电信企业大客户关系管理方法研究

【作者】 李伟；

【导师】 邓贵仕；

【作者基本信息】 大连理工大学 ， 工商管理， 2003， 硕士

【摘要】 现代市场营销实践证明：在企业中，营销收益的80％往往来自于20％的客户，这些大客户位于客户金字塔的最顶端，他们中有些会为企业带来更大的利润，有些则有更长远的价值。所以，在当今电信市场竞争日趋激烈的情况下，大客户业务因其高利润或长远的价值成为各电信运营商争夺的焦点。 客户关系管理(CRM)是在大量总结前人成败得失和把管理科学中的“客户中心论”作为企业核心经营理念的基础上，把如何实现销售自动化、加强市场营销，提高服务水平并最终提高客户满意度、忠诚度等系列工作程序化，形成的可以应用于各种不同类型企业的客户关系管理系统。电信企业建立大客户关系管理系统，能更好地为高价值客户提供个性化服务，切实提高大客户的满意度和忠诚度，从而吸引和保留更多的大客户，最终提高企业利润。 本文首先阐述了我国电信业市场的竞争新格局，我国电信业的发展趋势和市场竞争特点，分析了我国电信企业大客户经营服务工作现状及存在问题，论述了大客户关系管理对于中国电信业的战略意义。接着，对电信企业大客户进行了分类，研究了电信大客户终生价值的分析方法。然后，对中国网通某通信分公司大客户满意度评估过程进行了实证研究。最后论述了电信大客户关系管理的实施方法，实施难点及障碍，对如何评价电信大客户关系管理的实施效果作了进一步分析。 通过以上论述和分析，可以看出我国电信企业实施大客户关系管理是企业管理变革的过程，在项目实施过程中应充分考虑电信企业的资源状况，重视人的因素，总体规划、分步实施。我国电信企业要加强对大客户客户价值分析应用研究，通过大客户满意度评估工作不断提高电信大客户经营服务管理水平，同时做好大客户关系管理项目实施效果评价工作。更多还原

【Abstract】 The practice of modern marketing has proved that 80 percent of income often come from 20 percent of customers. These great customers lie in the top of customer pyramid, some of them can bring enterprise more profit, the others have longer value. Therefore, great customers business is becoming contest focus of telecom operating enterprise in today drastic telecom market competition condition.Customer Relationship Management (CRM) is based upon quantity sum-up forerunner experiences and customer core theory of management science. CRM is being used to making a series of work formalization, such as realizing Sales Force Automation (SFA), improving marketing, promoting service, increasing customer satisfaction and customer loyalty. It can be applied in different enterprise. Telecom enterprise building great Customer Relationship Management System can not only provide individuation service for valuable customers but also improve customer satisfaction and loyalty in truth. Finally, it may increase company profit through attract and hold more customers.First, this thesis depicts the new structure of China telecom operation market, the development trend of China telecom trade and the characteristic of market competition. Second, the thesis analyzes the current management status and problem of China telecom enterprise, expatiate strategic meaning of great CRM. After making great customer division, research into telecom great Customer lifetime value analytics. The article summarize great customer satisfaction evaluation process for China Netcom certain filiale. Finally, it discusses implement method and difficulty of telecom great CRM and how to evaluating implementary effect on great CRM.By the above analyse, it is proved that China Telecom enterprise carrying out great CRM is a transforming process of business management. In the course of CRM appliance, it is very important to consider the resource condition and employee. China Telecom enterprise should reinforce appliance study for Customer Value of important customer. It should advance important customer service level and evaluating implementing effect of great CRM.更多还原