【作者】 张莉；

【导师】 马玲； 郑昊；

【作者基本信息】 华东理工大学 ， 项目管理， 2013， 硕士

【摘要】 国内服装企业面临着品牌竞争白热化、产品同质化、消费者忠诚度不高等问题,希望借助CRM提高企业的客户满意度、竞争力和盈利水平,但同时又由于服装企业本身的信息化起步较晚加上CRM项目本身的失败率较高,服装企业管理者对实施CRM既有些期待又有些踌躇。本文在研究国内外CRM项目现状的基础上,对AB企业的CRM现状和问题进行了分析,指出了AB企业在产品、销售、品牌策略、运营及人力资源策略等方面存在的不足,针对上述问题,提出了符合AB公司的CRM发展目标,并在此基础上结合项目管理技术,探讨了AB企业建设客户关系管理体系的方法和进程。整个项目过程分为三个阶段,包括AB企业CRM规划咨询与实施方案设计、CRM的实施服务和辅助运营阶段。每一阶段都有各自的项目实施计划和目标。项目过程中注重对服装企业业务流程优化、IT系统规划和会员制度设计,最后对AB企业客户关系管理体系建设的经验和教训进行了总结。通过论文的研究,得出了项目管理技术在服装企业客户关系管理体系建设方法和建设过程中对于帮助企业确立合理可行的项目实施目标、有效控制变更管理、准确评估实施效果等方面有着显著作用等结论。更多还原

【Abstract】 Chinese apparel companies are facing the problems of brand competition, product homogenizationand and low customer loyalty. They do hope to be more competent, and to improve the customer satisfaction and profitability with the help of CRM system. But at the same time, due to the late start of electronic information system deployment and the high failure rate of CRM system, apparel companies are hesitating to build CRM system.The thesis analyses the current situation and problems of AB apparel company and its customer relationship management system, and propose the AB’s CRM development goals based on the study of domestic and overseas CRM project. Based on the above, the methods and process of building AB’s own customer management system are explored by combining project management techniques. The whole project process is divided into three phases, each phase has its own project implementation plan and target.Finally, the experiences and lessons of AB customer relationship management system are summarized in this thesis.Through the research conducted in this thesis, it is concluded that project management technique has significant role in building customer relationship management system, and so on.更多还原