發(fā)布時間：2018-02-10 12:53

  本文關鍵詞： 試驗儀器行業(yè) 客戶關系管理 核心競爭力　出處：《昆明理工大學》2013年碩士論文　論文類型：學位論文

【摘要】：隨著市場競爭的加劇,試驗儀器行業(yè)面臨著更為激烈的競爭,強化客戶關系管理,已成為試驗儀器公司求得生存與發(fā)展的必須。本文運用現(xiàn)代市場營銷理論和客戶關系管理理念,結合中外學者的研究成果,針對XY公司自身的經(jīng)營情況,對XY公司目前客戶關系管理的現(xiàn)狀進行分析。指出目前XY公司客戶關系管理方面的主要問題是客戶分類沒有客觀標準,客戶關系管理與銷售不能緊密結合,并且沒有真正與客戶建立戰(zhàn)略合作的關系。在此基礎上,通過對公司發(fā)展的內(nèi)外環(huán)境的分析,以及對公司客戶價值的分析,總結出XY公司的主要競爭優(yōu)劣勢,針對XY公司實際情況,提出了公司客戶關系管理體系需要一個更客觀的客戶分類標準,才能對不同的客戶采取不同的銷售策略。只有當銷售數(shù)據(jù)和銷售指標相結合,并且將客戶關系的管理納入銷售人員的績效考核中去,來檢驗客戶關系管理的實際執(zhí)行情況,這樣才能真正體現(xiàn)客戶關系管理給企業(yè)帶來的益處。同時必須與客戶建立戰(zhàn)略合作伙伴的關系,才能維護客戶的忠誠度,與客戶建立長期的穩(wěn)定的關系,才能使公司持續(xù)穩(wěn)定發(fā)展等建議。希望通過本文的研究,使XY公司客戶關系管理得到改善和提升,打造其試驗儀器行業(yè)的核心競爭力。
[Abstract]:With the intensification of market competition, the test instrument industry is facing more fierce competition, strengthening customer relationship management, This paper applies modern marketing theory and customer relationship management concept, combined with the research results of Chinese and foreign scholars, aiming at the operating situation of XY Company itself. This paper analyzes the current situation of customer relationship management in XY Company, and points out that the main problem in customer relationship management of XY Company is that there is no objective standard for customer classification, and customer relationship management and sales cannot be closely combined. On this basis, through the analysis of the internal and external environment of the company's development and the analysis of the company's customer value, the main competitive advantages and disadvantages of XY Company are summarized. According to the actual situation of XY Company, this paper puts forward that the customer relationship management system needs a more objective customer classification standard, in order to take different sales strategies for different customers, only when the sales data and sales indicators are combined, And the management of customer relationship will be included in the performance appraisal of sales personnel to verify the actual implementation of customer relationship management. Only in this way can we truly reflect the benefits of customer relationship management to the enterprise. At the same time, we must establish a strategic partnership with our customers in order to maintain customer loyalty and establish a long-term and stable relationship with our customers. It is hoped that the customer relationship management of XY Company will be improved and promoted through the research of this paper, and the core competitiveness of the testing instrument industry will be built.
【學位授予單位】：昆明理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F721

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本文編號：1500558