Q公司客户关系管理研究

【作者】 陈斌；

【导师】 蒋春燕；

【作者基本信息】 南京大学 ， 工商管理（MBA）（专业学位）， 2016， 硕士

【摘要】 自改革开放以来,中国经济进入了高速发展期,国有外贸企业面临着前所未有的挑战。首先,为了更好的参与国际竞争,伴随着对外出口权的放开,我国的进出口贸易格局发生了巨大的转变,从国有外贸企业垄断局面,演变为国有外贸企业、外资企业和民营企业并立的格局;其次,随着全球经济持续下滑,人民币巨幅升值、劳动力成本不断上升以及互联网技术的应用越加的广泛,作为拉动我国经济增长的三驾马车之一的出口贸易更是雪上加霜,逐渐失去其高速发展的源动力;最后,在由国有企业重组而成的股份制外贸公司中,其经营理念和管理机制还相对落后,不适应当前复杂的经济环境。客户关系管理作为现代营销管理理念与信息技术结合的产物,在对企业进行有效了解、满足客户需求,给客户更多让渡价值基础上,使客户更加满意的同时也更忠诚,增加企业的客户价值有重要的作用。获得客户就意味着企业拥有了在市场中继续生存的权利,而拥有客户并想办法保留和发展客户则成了企业可持续发展的动力源泉。作为以传统劳动力密集型产品服装出口为主营业务的国有外贸Q公司,如何在激烈的市场竞争中,获得更多的客户资源,是现阶段从上到下都需要思考的问题。这就要求Q公司必须在客户关系管理方面加大投入,更好的满足客户的需求、与客户建立密切的联系、增强客户满意度和忠诚度、减少关键客户的流失,维持、发展、提高客户占有率,实现企业的可持续发展。本文首先阐述了论文的研究背景、研究的目的和意义,接着对客户关系管理的相关理论进行了回顾,着重对客户价值、客户满意度、客户生命周期等概念进行了研究。正文部分以Q公司为例,通过介绍了公司的成长过程和现阶段经营状况,提出了目前在客户关系管理中存在的问题,然后,针对现阶段公司客户信息资源利用率低、客户数据分析和挖掘方式不理想、员工缺乏系统客户管理关系知识等方面的问题,提出了加大CRM功能开发、对客户进行科学分类后给予不同的信用额度等提升客户满意度和忠诚度优化方案,给Q公司提出了在客户关系管理上可采取的策略,希望能提升公司的核心竞争力,开创企业与客户共赢的良好局面。更多还原

【Abstract】 Since reform and opening up,China’s economy has entered a high-speed development period,the state-owned foreign trade enterprises is faced with unprecedented challenges.First of all,in order to better participate in international competition,China’s import and export trade pattern has had the huge change,from the pattern of monopoly of state-owned foreign trade enterprises to state-owned foreign trade enterprises competition with foreign-funded trade enterprises and private enterprises.Secondly,as the global economy is declining,sharp appreciation of RMB,rising labor costs,and the widely application of Internet technology,export trade gradually lost its momentum of rapid development.Finally,the state-owned enterprise restructuring into joint-stock foreign trade company but its business philosophy and management mechanism is relatively backward,unsuitable to the current complex economic environment.The CRM carries on the effective understanding and satisfied customer demand to the enterprise,transfers the value to the customer,thus makes customer more satisfied at the same time to be also more loyal.Obtaining customers means that the enterprise had the right to continue and to survive in the market.How to obtain more customer resources in the intense market competition and satisfy customer’s demand to establish the close relation become necessary to the state-owned foreign trade Q Corporation,which takes the traditional labor force intensity product apparel export as main business.This article elaborated goal and significance of research background and research,then has carried on the review to the correlation theories of CRM,had conducted the research to client value,customer satisfaction,customer life cycle and other concepts emphatically.The textual material takes Q Corporation as example,through introducing company’s development process and present the problem in the CRM.Then the article proposed to increase the CRM function development,after the customer science classifies gives different the limit of credit and other promotion customer satisfaction and loyalty optimization plan.更多还原