本文關鍵詞： 客戶關系管理 中小企業(yè) 應用研究　出處：《新疆大學》2013年碩士論文　論文類型：學位論文

【摘要】：隨著社會的進步，，世界經濟一體化的發(fā)展，企業(yè)間的競爭越來越激烈，傳統(tǒng)的商業(yè)模式發(fā)生了根本性的變化，我們的企業(yè)特別是中小企業(yè)間競爭已經逐步由以“產品為中心”漸漸發(fā)展到了“客戶為中心”。傳統(tǒng)的粗放管理已經無法適應今天的企業(yè)發(fā)展方式，客戶資源的流失帶來的損失對企業(yè)來說是無法估量的，但是隨著銷售人員的忠誠度越來越低，客戶關系管理在企業(yè)中的地位也越來越重要。我國中小企業(yè)在客戶關系管理的應用上存在很多問題，如國內中小企業(yè)對CRM的認識不足；我國中小企業(yè)資金的匱乏；企業(yè)人員的素質相對較低；中小企業(yè)技術水平的制約等方面的原因，使我國中小企業(yè)的客戶關系管理系統(tǒng)體系的發(fā)展一直是踟躕不前。 客戶關系管理可以有效的實現企業(yè)內外部信息的共享，協調企業(yè)內部各部門的行為，消除信息屏障，統(tǒng)一企業(yè)各部門之間對客戶關系的認識，同時，客戶關系管理中的客戶不僅僅是一個單個的個體，也可能是與企業(yè)有貿易關系的實體企業(yè)，因此實施客戶關系管理同樣有利于企業(yè)與合作伙伴之間的信息共享，通過實施客戶關系管理，有效管理客戶關系生命周期，使企業(yè)與客戶的合作關系不斷深入和發(fā)展，并且通過一些新的業(yè)務模式擴大企業(yè)經營范圍，及時把握市場機會，占領更多市場份額。
[Abstract]:With the progress of the society and the development of the world economic integration, the competition among enterprises is becoming more and more fierce, and the traditional business model has undergone fundamental changes. The competition among our enterprises, especially small and medium-sized enterprises, has gradually developed from "product-centered" to "customer-centered". Traditional extensive management has been unable to adapt to today's enterprise development. The loss caused by the loss of customer resources is incalculable to the enterprise, but as the loyalty of the sales staff becomes lower and lower. Customer relationship management is becoming more and more important in enterprises. There are many problems in the application of customer relationship management, such as the lack of understanding of CRM in domestic SMEs; Lack of funds for small and medium-sized enterprises in China; The quality of enterprise personnel is relatively low; The development of customer relationship management system of small and medium-sized enterprises in our country has been hesitant because of the restriction of technical level of small and medium-sized enterprises. Customer relationship management can effectively realize the sharing of internal and external information, coordinate the behavior of internal and external departments, eliminate the information barrier, and unify the understanding of customer relationship among different departments of the enterprise. The customer in customer relationship management is not only a single individual, but also a entity enterprise with a trade relationship with the enterprise, so the implementation of customer relationship management is also conducive to the sharing of information between the enterprise and its partners. Through the implementation of customer relationship management, the effective management of customer relationship life cycle, the business relationship between enterprises and customers continue to deepen and develop, and through some new business models to expand the scope of business. Grasp market opportunity in time, occupy more market share.
【學位授予單位】：新疆大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F276.3

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本文編號：1450760