本文關(guān)鍵詞： 客戶(hù)關(guān)系管理 煤炭行業(yè) 策略研究　出處：《河北大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著全球經(jīng)濟(jì)的迅速發(fā)展，經(jīng)濟(jì)權(quán)力逐漸從企業(yè)手中轉(zhuǎn)移到客戶(hù)手中，客戶(hù)對(duì)于企業(yè)來(lái)說(shuō)越來(lái)越重要。煤炭企業(yè)作為企業(yè)的一種，既具有一般企業(yè)的共性，又具有產(chǎn)品特殊，客戶(hù)具有數(shù)量相對(duì)較少但購(gòu)買(mǎi)量大、專(zhuān)業(yè)性強(qiáng)等特殊性。自2012年初以來(lái)，受?chē)?guó)際國(guó)內(nèi)經(jīng)濟(jì)危機(jī)等諸多因素影響，國(guó)內(nèi)煤炭市場(chǎng)需求一路下滑，煤炭?jī)r(jià)格與銷(xiāo)售數(shù)量出現(xiàn)了明顯地降低，這也導(dǎo)致了煤炭企業(yè)的利潤(rùn)有了大幅度下降。在這樣的背景下，如何牢牢掌握老客戶(hù)、開(kāi)拓新客戶(hù)、保持客戶(hù)忠誠(chéng)度，就成為了解決當(dāng)前煤炭企業(yè)困難的關(guān)鍵。神華石家莊辦事處作為煤炭企業(yè)中的一員，同樣正遭受由于煤炭市場(chǎng)需求下滑等因素所引起的危機(jī)。因此，面對(duì)當(dāng)前市場(chǎng)巨變，辦事處如何利用客戶(hù)關(guān)系管理理論牢牢地抓住目標(biāo)客戶(hù)群體——朔黃沿線的客戶(hù)，在增加客戶(hù)的煤炭購(gòu)買(mǎi)量的同時(shí)保持客戶(hù)忠誠(chéng)度，就成為目前企業(yè)需要解決的關(guān)鍵問(wèn)題。 本文以神華集團(tuán)石家莊辦事處為研究對(duì)象，以朔黃鐵路沿線客戶(hù)為目標(biāo)群體，通過(guò)對(duì)客戶(hù)關(guān)系管理的國(guó)內(nèi)外研究文獻(xiàn)的梳理，尋找到客戶(hù)關(guān)系管理中一些適用于辦事處問(wèn)題解決的理論基礎(chǔ)。然后在分析了煤炭行業(yè)客戶(hù)關(guān)系管理特殊性的前提下，對(duì)神華石家莊辦事處基本情況進(jìn)行詳細(xì)地介紹，同時(shí)對(duì)朔黃沿線客戶(hù)的營(yíng)銷(xiāo)環(huán)境進(jìn)行掃描。最后深入發(fā)掘辦事處的基本情況，找到辦事處在客戶(hù)關(guān)系管理方面存在的問(wèn)題。針對(duì)這些問(wèn)題，本文結(jié)合客戶(hù)關(guān)系管理的理論基礎(chǔ)部分內(nèi)容，對(duì)其進(jìn)行了有針對(duì)性的解決。本文一方面在理論上豐富了客戶(hù)關(guān)系管理理論在煤炭企業(yè)的應(yīng)用與研究；另一方面，本文從組織結(jié)構(gòu)變革、建立CRM管理系統(tǒng)、提升煤炭企業(yè)的服務(wù)、健全煤炭企業(yè)的客戶(hù)分級(jí)管理的基礎(chǔ)設(shè)計(jì)以及煤炭企業(yè)的客戶(hù)關(guān)系管理策略等諸多方面為現(xiàn)在還沒(méi)有實(shí)施客戶(hù)關(guān)系管理的煤炭企業(yè)提供切實(shí)可行的措施，這對(duì)我國(guó)的煤炭企業(yè)改制、實(shí)行市場(chǎng)化運(yùn)行具有極其重要的意義。
[Abstract]:With the rapid development of global economy, economic power is gradually transferred from the hands of enterprises to customers. Customers are becoming more and more important to enterprises. As a kind of enterprises, coal enterprises have the commonness of general enterprises and special products. Since early 2012, due to many factors, such as the international and domestic economic crisis, the domestic coal market demand has been declining. Coal prices and sales have been significantly reduced, which has led to a significant drop in profits for coal companies. In this context, how to firmly grasp old customers, open up new customers, and maintain customer loyalty, Shenhua Shijiazhuang office, as a member of the coal enterprises, is also suffering from the crisis caused by factors such as declining demand in the coal market. Therefore, in the face of the great changes in the current market, How to make use of the theory of customer relationship management to grasp the customers along the line of target customers, and to increase the amount of coal purchased by customers while maintaining customer loyalty, has become the key problem that enterprises need to solve at present. This paper takes Shijiazhuang office of Shenhua Group as the research object, taking the customers along Shuohuang Railway as the target group, combing the domestic and foreign research literature on customer relationship management. This paper finds out some theoretical basis of customer relationship management which is suitable for solving problems in office. Then, on the premise of analyzing the particularity of customer relationship management in coal industry, it introduces the basic situation of Shenhua Shijiazhuang office in detail. At the same time, the marketing environment of customers along Shuohuang is scanned. Finally, the basic situation of the office is deeply explored, and the problems existing in the customer relationship management of the office are found. In view of these problems, Based on the theoretical basis of customer relationship management, this paper has carried out a targeted solution. On the one hand, this paper enriches the application and research of customer relationship management theory in coal enterprises; on the other hand, This article from the organizational structure transformation, establishes the CRM management system, enhances the coal enterprise service, Improving the basic design of customer classification management in coal enterprises and the customer relationship management strategy of coal enterprises provide practical measures for coal enterprises that have not implemented customer relationship management at present. This is of great significance to the reform of China's coal enterprises and the implementation of market-oriented operation.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F426.21

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