本文選題：郵政企業(yè) + 客戶關(guān)系管理��； 參考：《青島大學(xué)》2017年碩士論文

【摘要】：20世紀(jì)90年代以來(lái),隨著全球經(jīng)濟(jì)一體化、信息技術(shù)和互聯(lián)網(wǎng)技術(shù)的迅速發(fā)展,整個(gè)世界進(jìn)入了知識(shí)經(jīng)濟(jì)時(shí)代,在此背景下,中國(guó)郵政的外部環(huán)境發(fā)生了很大變化。從1998年開始實(shí)行的郵政、電信分開經(jīng)營(yíng)開始,中國(guó)郵政的體制改革十年間經(jīng)歷了郵電分營(yíng)、政企分開、內(nèi)部重組三個(gè)階段,至2015年10月底,中國(guó)郵政凈資產(chǎn)由分營(yíng)時(shí)的928.3億元增至2741.3億元,企業(yè)管理水平不斷提升。在市場(chǎng)競(jìng)爭(zhēng)越來(lái)越激烈的現(xiàn)實(shí)環(huán)境下,通過(guò)提高客戶滿意度和忠誠(chéng)度來(lái)維護(hù)好與客戶間的關(guān)系,能夠充分提高企業(yè)的核心競(jìng)爭(zhēng)力。本文以LS郵政分公司為研究對(duì)象,使用理論分析和現(xiàn)實(shí)對(duì)比相互結(jié)合的方法,分析了LS郵政分公司客戶關(guān)系管理開展的現(xiàn)狀,利用現(xiàn)代客戶關(guān)系管理的理論知識(shí),指出了LS郵政分公司目前在客戶關(guān)系管理中存在的不足。在綜述國(guó)內(nèi)外相關(guān)文獻(xiàn)資料的基礎(chǔ)上,結(jié)合時(shí)代背景,論證了客戶關(guān)系管理的內(nèi)涵和意義,圍繞內(nèi)涵出發(fā)論證了深入實(shí)施客戶關(guān)系管理理念的做法,一是建設(shè)LS郵政客戶關(guān)系管理系統(tǒng),利用信息科學(xué)技術(shù),實(shí)現(xiàn)市場(chǎng)營(yíng)銷、大客戶資源管理的信息化、系統(tǒng)化;二是改進(jìn)LS郵政分公司大客戶管理的水平,建立大客戶分級(jí)分類管理體系,鞏固“一心一意為客戶服務(wù)”的轉(zhuǎn)型發(fā)展理念,提高服務(wù)能力和水平,全面提高大客戶的滿意度和忠誠(chéng)度;三是強(qiáng)化基礎(chǔ)客戶管理,壯大基礎(chǔ)客戶規(guī)模;四是實(shí)施綜合營(yíng)銷隊(duì)伍轉(zhuǎn)型,進(jìn)一步深化LS郵政營(yíng)銷體系建設(shè),努力打造高績(jī)效的綜合營(yíng)銷團(tuán)隊(duì),不斷提高市場(chǎng)營(yíng)銷水平;五是結(jié)合“互聯(lián)網(wǎng)+”開展微信社群營(yíng)銷,并對(duì)微信客戶建檔;六是加快實(shí)施基礎(chǔ)客戶大數(shù)據(jù)戰(zhàn)略,利用大數(shù)據(jù)信息系統(tǒng)在郵政全業(yè)務(wù)的客戶數(shù)據(jù)整合領(lǐng)域?qū)崿F(xiàn)突破,實(shí)現(xiàn)8大專業(yè)業(yè)務(wù)數(shù)據(jù)與基礎(chǔ)地址庫(kù)整合。本文研究可為L(zhǎng)S郵政分公司提升客戶關(guān)系管理水平提供幫助和參考。
[Abstract]:Since 1990s, with the rapid development of global economic integration, information technology and Internet technology, the whole world has entered the era of knowledge economy. Under this background, the external environment of China Post has changed greatly. From the beginning of the separate operation of postal services and telecommunications in 1998, the reform of the postal system in China has gone through three stages, namely, the separation of posts and telecommunications, the separation of government and enterprises, and the internal reorganization, until the end of October 2015. The net assets of China Post increased from 92.83 billion yuan to 274.13 billion yuan. In the realistic environment of increasingly fierce market competition, the core competitiveness of enterprises can be fully improved by improving customer satisfaction and loyalty to maintain the relationship with customers. This paper takes LS Post Branch as the research object, using the method of combining theory analysis with reality contrast, analyzes the current situation of LS postal branch customer relationship management, and utilizes the theory knowledge of modern customer relationship management. The deficiency of LS Postal Branch in customer relationship management is pointed out. On the basis of summarizing the domestic and foreign literature, combining with the background of the times, this paper demonstrates the connotation and significance of customer relationship management, and demonstrates the practice of carrying out the concept of customer relationship management deeply around the connotation. First, to build a LS postal customer relationship management system, to use information science and technology to realize the informationization and systematization of marketing and major account resource management; and second, to improve the level of major account management in LS postal branch. To establish a classified and classified management system for major customers, to consolidate the transformation and development concept of "single-mindedly serving for customers", to improve the service ability and level, and to comprehensively enhance the satisfaction and loyalty of major customers; third, to strengthen the management of basic customers, Fourth, implement the transformation of comprehensive marketing team, further deepen the construction of LS postal marketing system, strive to create a high performance comprehensive marketing team, and constantly improve the level of marketing; The fifth is to carry out community marketing of WeChat with "Internet" and file WeChat customers; sixthly, to speed up the implementation of the big data strategy of basic customers and to make use of big data information system to achieve a breakthrough in the field of customer data integration in the whole postal service. Implementation of 8 major professional business data and basic address base integration. This study can provide the help and reference for LS Post Branch to improve the level of customer relationship management.
【學(xué)位授予單位】：青島大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F616;F274

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本文編號(hào)：1896451