【作者】 余郁；

【导师】 王成钢；

【作者基本信息】 长沙理工大学 ， 企业管理， 2005， 硕士

【摘要】 在当今激烈竞争的商业环境中,竞争对手的增加、业务的多样化和全球化已使企业间的竞争急剧增强。企业只有不断地通过各种渠道同客户进行有效的互动交流,并且从这种互动中获取知识,了解客户,提高客户满意度来获得利润,才能在竞争中立于不败之地。尤其是新经济时代的到来,客户是企业至关重要的成功因素和利润来源,谁把握了客户谁就拥有了市场,使得企业的战略正从“以产品为中心”向“以客户为中心”转变。企业应如何了解客户的需求,如何细分不同客户,改变客户关系,提高客户满意度?客户关系管理(CRM)就是为了解决企业的这些问题。CRM 首先强调的是以客户为中心的思想,这种思想必须渗透到企业管理的每个环节。只有深入研究自己企业和行业的特点,对企业进行业务流程重组和组织结构再造,建设合适自己企业特点的CRM 系统,才能对企业的发展有所帮助。我国物流行业是一个新兴的行业,自上世纪末期物流在我国沿海省份兴盛起来,至今已经发展成为一个相对成熟的行业,它日益对我国经济的发展起着越来越大的作用。而于此同时,我国物流行业跟国外物流巨头们相比,还存在着很大的差距,其中一点突出地表现在大多数的物流企业缺乏以客户为中心的观念,即使部分企业已经意识到了这一点,并且在企业CRM 建设方面做出了相当的努力,但大部分企业仍停留在凭经验运作的落后阶段。于是,CRM 在我国物流企业中应用的问题就日益受到我国物流企业管理层的关注。本文基于物流企业引入CRM 的前提、如何实施CRM 及如何评价CRM 的实施效果这一思路,首先从我国物流企业应用CRM 的现状出发,分析了其CRM 在我国物流企业应用所存在的问题,提出了CRM 引入企业的前提条件,随后,本着CRM 实施重在再造企业流程的这一精神,结合广东某物流企业的实例,尝试着对我国物流企业的基本流程进行再造,最后,探讨了我国物流企业实施CRM 的效果评价指标体系,试图为我国物流企业评价CRM 效果提供解决方案。更多还原

【Abstract】 In the severely competitive business environment,the increasing of competitors and diversification and globalization of business has made the competition between enterprises much more intensive. Only by communicating with customers through all kinds of channels so as to gain knowledge,could enterprises know more about customers and improve their satisfaction to get more profit and win in competition. Especially when the new economy comes,customers are the most important factors for success and the source of profit for enterprises. It means that who owns the customers,who will own the market. And it will make enterprises’strategy change from product-centered to customer-centered. But how to get to know what customers need,how to get customer segmentation,how to change customer relationship and how to improve their satisfaction? Customer Relationship Management (CRM) is used to solve these problems. CRM puts emphasis on the customer-centered idea. This idea should be filtered into every aspect of enterprise management. Only by doing research of characters of our enterprise itself and its industry,can we integrate business process and organization structure,and set up CRM system,which fits to our own business,and can be helpful to the development of enterprise. Our logistics industry is a newly rising industry, and it has developed a relatively mature industry since it emerged in the south-east provinces near to the sea. Nowadays, it is making greater and greater effects to our economy. However, comparing with those overseas logistics enterprises, ours are so behindhand. One of the obvious shortcomings is that our enterprises are short of the idea centering on customers’advantages. Although some enterprises have realized this problem and made great efforts in CRM constructing, most of enterprises are still staying the stage that acting by experiences. So, how to applying CRM to our logistics enterprises is an important task to be solved immediately. This paper based on the thinking of how to introduce、apply and evaluate CRM, firstly analyzed the actuality of our logistics enterprises applying CRM and the problems existing, then forwarded the qualifications of CRM introduced to our enterprises. Secondly, with the example of a Guangdong logistics enterprise, told that how to carry out BPR of enterprises because of applying CRM depends on BPR deeply. The last chapter discussed the effects evaluating indicators system on CRM and tried to provide some solutions to our logistics enterprises.更多还原