發(fā)布時(shí)間：2018-03-05 05:33

  本文選題：IT企業(yè)　切入點(diǎn)：客戶關(guān)系　出處：《華東理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：當(dāng)今世界,市場競爭日益激烈,企業(yè)產(chǎn)品同質(zhì)化現(xiàn)象越來越嚴(yán)重,如何有效地滿足客戶的獨(dú)特需求成為企業(yè)關(guān)注的焦點(diǎn)。中國IT市場盡管發(fā)展迅速,但企業(yè)利潤卻日漸稀薄,市場、技術(shù)更新?lián)Q代壓力很大,做好客戶關(guān)系管理尤其是大客戶管理,成為IT企業(yè)獲取競爭優(yōu)勢、維持企業(yè)持續(xù)穩(wěn)定收益的重要工作。H公司作為一家IT制造企業(yè),要在激烈的市場競爭中生存和發(fā)展,就要持續(xù)提高和保持企業(yè)的競爭力,就要管理好企業(yè)的重要外部資產(chǎn)——客戶,尤其是大客戶。 本文在研究了大客戶、大客戶管理、CRM的有關(guān)概念后,對(duì)IT業(yè)大客戶消費(fèi)需求特征與大客戶管理實(shí)踐進(jìn)行了較為翔實(shí)的分析。然后對(duì)H公司大客戶管理的現(xiàn)狀進(jìn)行了剖析,通過對(duì)公司內(nèi)部人員和外部渠道的訪談?wù){(diào)查以及對(duì)客戶滿意度的問卷調(diào)查分析,結(jié)合本人在H公司多年的工作經(jīng)驗(yàn),得出H公司在大客戶管理上存在的問題。并對(duì)IT業(yè)知名企業(yè)的大客戶管理實(shí)踐進(jìn)行了總結(jié)。 由此,提出了對(duì)H公司大客戶管理的改進(jìn)建議：建立基于客戶價(jià)值的大客戶戰(zhàn)略；建立大客戶管理職能體系,組建大客戶銷售團(tuán)隊(duì),明確大客戶管理團(tuán)隊(duì)工作職責(zé),實(shí)行全面考評(píng)；建立大客戶管理信息系統(tǒng),通過客戶分類管理、客戶生命周期管理、大客戶滿意度考評(píng),進(jìn)行大客戶關(guān)系管理；對(duì)大客戶銷售流程管理,使用銷售漏斗工具監(jiān)控銷售計(jì)劃,進(jìn)行銷售預(yù)測；提供大客戶的專項(xiàng)服務(wù)；通過CRM系統(tǒng)運(yùn)營,提供統(tǒng)一的大客戶管理界面和支撐,實(shí)現(xiàn)大客戶管理的高效運(yùn)轉(zhuǎn)。文章最后還給出了H公司大客戶管理改進(jìn)建議的實(shí)施保障。
[Abstract]:In today's world, the market competition is becoming more and more fierce, and the phenomenon of product homogeneity is becoming more and more serious. How to effectively meet the unique needs of customers has become the focus of attention of enterprises. Although the IT market in China is developing rapidly, the profits of enterprises are becoming thinner and thinner. In the market, the pressure of technological upgrading is very great. Doing a good job of customer relationship management, especially big customer management, has become an important job for IT enterprises to gain competitive advantage and maintain the sustainable and stable profits of enterprises. H Company, as an IT manufacturing enterprise, In order to survive and develop in the fierce market competition, it is necessary to continuously improve and maintain the competitiveness of enterprises, and manage well the important external assets of enterprises-customers, especially large customers. After studying the concept of CRM, this paper makes a detailed analysis of the characteristics of consumption demand and the practice of big customer management in IT industry, and then analyzes the present situation of H company's big account management. Through the interview of the company's internal personnel and external channels, and the analysis of the customer satisfaction questionnaire, combined with my working experience in H Company for many years, The problems in key account management of H Company are obtained, and the practice of big account management in famous IT enterprises is summarized. Therefore, some suggestions are put forward to improve H company's key account management: to establish the strategy of key account based on customer value, to establish the functional system of key account management, to set up the sales team of key account, and to clarify the responsibility of the management team. Implement comprehensive evaluation; establish key account management information system, through customer classification management, customer life cycle management, major customer satisfaction evaluation, key customer relationship management; key account sales process management, Monitor sales plan with sales funnel tool, make sales forecast; provide special service for big account; operate through CRM system, provide unified interface and support for key account management, Finally, the paper gives the implementation guarantee of H company's key account management improvement suggestion.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274

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本文編號(hào)：1568986