本文關(guān)鍵詞： 營銷管理 客戶關(guān)系管理 一對一　出處：《四川師范大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：摘要:V公司是一家造紙脫水器材生產(chǎn)企業(yè)。造紙脫水器材行業(yè)客戶群體相對固定，主要是下游的造紙企業(yè)。過去絕大部分企業(yè)都靠“老板魅力”獲取訂單，所以其在客戶關(guān)系管理方面很薄弱，更談不上體現(xiàn)企業(yè)-客戶價值的一對一營銷管理。 目前造紙行業(yè)普遍面臨資金不足、競爭激烈的環(huán)境壓力，同時“十二五”規(guī)劃對經(jīng)濟(jì)結(jié)構(gòu)調(diào)整的要求，以及經(jīng)濟(jì)社會可持續(xù)發(fā)展對環(huán)保的要求，導(dǎo)致造紙行業(yè)增速緩慢，甚至現(xiàn)有造紙企業(yè)不斷關(guān)停、破產(chǎn)等現(xiàn)象屢屢發(fā)生，作為上游的造紙脫水器材企業(yè)所受的影響也是顯而易見的。競爭環(huán)境的變化，要求企業(yè)重新建立和鞏固自己的競爭基礎(chǔ)，其中重要的環(huán)節(jié)就是建立良好的客戶關(guān)系管理系統(tǒng)，以提高客戶忠誠度，提高市場占有率。 本文在以客戶為中心的管理思想背景下，結(jié)合V公司營銷管理現(xiàn)狀，，借助客戶分類模型，從理論和實(shí)踐角度探討建立一套完整的，切實(shí)可行的一對一營銷方案和行動計(jì)劃的管理系統(tǒng)，以之提高客戶滿意度，降低客戶流失率，穩(wěn)定市場占有率。全文分成五個部分，第一部分簡述研究背景和意義、相關(guān)理論基礎(chǔ)和國內(nèi)外研究現(xiàn)狀、研究目的與方法、研究內(nèi)容與創(chuàng)新點(diǎn)；第二部分從造紙脫水器材行業(yè)客戶關(guān)系管理系統(tǒng)的特征分析入手，說明一對一營銷與CRM關(guān)系。第三部分是V公司客戶關(guān)系管理現(xiàn)狀及一對一營銷問題分析，從V公司經(jīng)營現(xiàn)狀和CRM管理現(xiàn)狀以及V公司現(xiàn)行的一對一營銷方案實(shí)施情況等幾個方面加以分析。第四部分研究V公司一對一營銷的客戶關(guān)系管理系統(tǒng)構(gòu)建。第五部分是一對一營銷系統(tǒng)實(shí)施效果評價、問題分析及改進(jìn)方案的闡述。 本系統(tǒng)的設(shè)計(jì)是建立造紙脫水器材企業(yè)新的客戶關(guān)系管理模式。主要包括：分析原有的業(yè)務(wù)流程與組織架構(gòu)，提出新的業(yè)務(wù)管理流程，調(diào)整組織架構(gòu)、建立一對一營銷模式并提出經(jīng)營方案，從產(chǎn)品適應(yīng)性、價格、技術(shù)服務(wù)、客戶信用風(fēng)險(xiǎn)等級、同行條件等方面進(jìn)行了解、分析和決策個性化的營銷方案，使得V公司管理規(guī)范化、效率最大化、效益最優(yōu)化。
[Abstract]:The customer group of paper dehydration equipment industry is relatively fixed, mainly downstream papermaking enterprises. In the past, most enterprises used to rely on "boss charm" to obtain orders. Therefore, its customer relationship management is very weak, let alone reflect the enterprise-customer value of one-to-one marketing management. At present, the papermaking industry is generally faced with environmental pressure due to the shortage of funds and fierce competition. At the same time, the requirements of the 12th Five-Year Plan for the adjustment of economic structure and the requirements of sustainable economic and social development for environmental protection have led to a slow growth rate of the papermaking industry. Even the existing papermaking enterprises have been closed down, bankruptcy and other phenomena have occurred frequently. As an upstream papermaking and dehydration equipment enterprises, the impact is also obvious. The change of competition environment requires enterprises to re-establish and consolidate their own competitive basis. One of the important links is to establish a good customer relationship management system to improve customer loyalty and market share. Under the background of customer-centered management thought, combined with the current situation of marketing management in V Company, this paper discusses the establishment of a complete set from the angle of theory and practice with the help of customer classification model. A feasible one-to-one marketing plan and action plan management system to improve customer satisfaction, reduce customer turnover, stabilize market share. The paper is divided into five parts, the first part briefly describes the research background and significance. Related theoretical basis and domestic and foreign research status, research purposes and methods, research content and innovation. Part two from the paper making dehydration equipment industry customer relationship management system characteristics analysis, Explain the relationship between one-to-one marketing and CRM. The third part is the current situation of customer relationship management in V Company and the analysis of one-to-one marketing problems. This paper analyzes the current situation of V company's management and CRM management and the implementation of V company's current one-to-one marketing scheme. Part 4th studies the construction of V company's one-to-one marketing customer relationship management system. The fifth part is the evaluation of the effect of one-to-one marketing system. Problem analysis and improvement plan. The design of the system is to establish a new customer relationship management model for papermaking dehydration equipment enterprises, including: analyzing the original business process and organizational structure, proposing a new business management process, adjusting the organizational structure, Establish a one-to-one marketing model and put forward a business plan to understand, analyze and make individual marketing plans from the aspects of product adaptability, price, technical service, customer credit risk rating, peer conditions, etc. Make V company management standardization, efficiency maximization, benefit optimization.
【學(xué)位授予單位】：四川師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.83

【參考文獻(xiàn)】

相關(guān)期刊論文 前7條

1 趙國慶;客戶關(guān)系管理中的客戶分類方法研究[J];安徽機(jī)電學(xué)院學(xué)報(bào);2001年04期

2 吳開軍;客戶分類方法探析[J];工業(yè)技術(shù)經(jīng)濟(jì);2003年06期

3 齊佳音,韓新民,李懷祖;我國客戶關(guān)系管理研究的緊迫性和方向分析[J];管理科學(xué)學(xué)報(bào);2002年04期

4 白剛;;營銷的隱性職能[J];銷售與市場(評論版);2012年02期

5 閆相斌,李一軍,鄒鵬,盧濤;動靜態(tài)屬性數(shù)據(jù)相結(jié)合的客戶分類方法研究[J];中國管理科學(xué);2005年02期

6 王崇陽;;不是營銷不夠狠,而是模式不夠新![J];銷售與市場(渠道版);2012年03期

7 范小青;;服務(wù)的USP:因消費(fèi)者而制定[J];銷售與市場(管理版);2012年02期

本文編號：1541021