【作者】 李明；

【导师】 王德胜；

【作者基本信息】 山东大学 ， 工商管理（MBA）（专业学位）， 2020， 硕士

【摘要】 改革开放以来,我国国民经济快速发展,制造业水平持续提升,这也使得我国国际贸易飞速攀升,远程运输行业繁荣。特别是在加入世界贸易组织后的短短几十年间,我国已经发展成世界第一大贸易进出口国。同时,经过近30年的发展,我国现已成为全球最大的集装箱制造中心,数据表明全球95%的集装设备制造来自于中国。30年来,集装箱制造业的繁荣发展使得我国在集装箱行业内日趋繁荣,同时集装箱企业之间的竞争也日益激烈。青岛M集装箱工业有限公司于1998年并购了韩国GD集装箱有限公司,而后正式成立,是AP Moller集团的全资子公司。该项并购是青岛地区,第一次外商投资企业在国内的固定资产投资项目。目前,M集装箱企业是国内唯一的一家既能生产冷冻集装箱又能生产冷冻机组的工厂。M集装箱公司的产品销往世界各地,并且其优质的产品质量,完善的企业管理,在行业中拥有较高的声誉。但近年来,企业逐渐出现客户满意度走低和客户资源流失率上升等问题,这给企业的客户关系管理敲响了警钟。为提升M公司客户关系管理水平,本文尝试从供应链的视角构建M公司客户关系管理体系。首先,论文系统梳理了供应链管理和客户关系管理的理论内涵和研究现状以及二者之间关系分析的相关研究文献,在此基础上总结了供应链管理和客户关系管理各自存在的局限性,并说明了将供应链管理的思想应用于客户关系管理的可行性和先进性。其次,论文对M公司的基本概况和经营现状进行了分析,并发现目前M公司客户关系管理工作面临着客户满意度下降,客户关系管理分散等问题。随后对其中的原因进行了全面分析,为有针对性地解决M公司目前的客户关系管理存在的问题,提升客户满意度和公司的市场竞争力提供了方向。根据M公司现实情况和当下已有的研究成果,本文构建起供应链视角下客户关系管理平台的总体框架,简要说明了相对应的模块功能,并从原材料和零部件采购的协同整合、设计生产的协同整合、市场营销的协同整合物流运输的协同整合四个方面对平台的运营模式进行了分析。最后,为保证供应链视角下客户关系管理平台的持续高效运行以及其绩效的持续提升,基于对供应链视角客户关系管理平台的特征分析,从客户,企业和供应链三个方面,财务、学习与创新能力、客户满意度、业务流程再造、伙伴关系五个维度构建起评价指标体系,并采用层次分析(AHP)的方法对平台绩效进行科学评价。更多还原

【Abstract】 Since the reform and opening up,China’s national economy has risen rapidly,manufacturing industry has developed rapidly,and international trade has flourished,which also makes China’s long-distance transportation industry prosperous.Especially in the short decades after China’s accession to the world trade organization,China has developed into the world’s largest trade import and export country.At the same time,after nearly 30 years of development,China has become the world’s largest container manufacturing center.The data shows that 95%of the world’s container equipment manufacturing comes from China.In the past 30 years,the prosperity and development of container manufacturing industry has made our country more and more prosperous in the container industry.At the same time,the competition has become increasingly fierce.How to take the advantage and take the initiative in the fierce market competition will be a crucial issue for container manufacturers.M Container Industry Co.,Ltd.was formally established in 1998 as a wholly-owned subsidiary of AP Moller group.The acquisition is the first fixed asset investment project of foreign-funded enterprises in Qingdao.At present,m container company is the only company in China that can produce both cold box and refrigerator.The products are sold all over the world,and the high-quality product quality and perfect enterprise management have a high reputation in the industry.However,in recent years,the problems such as low customer satisfaction and rising customer churn rate have gradually appeared in enterprises,which has sounded an alarm for the customer relationship management of enterprises.In order to improve the customer relationship management level of M company,this paper attempts to build the customer relationship management system of M company from the perspective of supply chain.First of all,the paper systematically combs the theoretical connotation and research status of supply chain management and customer relationship management,as well as the relevant research literature of the integration of the two.On this basis,it summarizes the limitations of supply chain management and customer relationship management,and explains the feasibility and advancement of applying the thought of supply chain management to customer relationship management.Secondly,the paper analyzes the basic situation and operation status of M company,and finds that the current customer relationship management of M company is facing the problems of customer satisfaction decline,customer relationship management decentralization,and then analyzes the reasons.In order to effectively solve the problems existing in the current customer relationship management of M company,improve customer satisfaction and market competitiveness of the company,according to the current situation and existing research results of M company,this paper constructs a customer relationship management platform from the perspective of supply chain,and from the perspective of collaborative integration of raw materials and parts procurement,design and production,marketing and logistics This paper analyzes the operation mode of the platform from four aspects of the collaborative integration of transportation,so as to build the overall framework of the platform and explain the corresponding module functions.It’s a multi-party customer relationship management platform based on the supply chain.Through this platform,the functional departments of the enterprise and the member enterprises of the supply chain can realize information sharing and cooperation and jointly promote the quality of customer relationship.Finally,in order to ensure the continuous and efficient operation of the supply chain perspective customer relationship management platform and the continuous improvement of performance,through the analysis of the performance characteristics of the supply chain perspective customer relationship management platform,the paper constructs the performance evaluation index system of the supply chain perspective customer relationship management platform,and uses the AHP method to evaluate the platform performance scientifically.更多还原