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  本文選題：客戶關(guān)系管理　切入點：價值創(chuàng)造　出處：《成都理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著“十二·五計劃”的提出，近幾年高速鐵路的興起改變了大眾出行的傳統(tǒng)決策模式，高鐵憑借其在速度上的大幅提升以及列車車型的優(yōu)越特性，得到了客運市場的青睞，給城際高鐵客運市場乃至整個道路客運行業(yè)帶來了不小的沖擊。隨著市場經(jīng)濟發(fā)展的深入，客戶經(jīng)濟時代的到來，鐵路運輸業(yè)如何能把握住市場脈搏、滿足旅客對出行交通工具和旅途服務(wù)的需求，如何平衡其運營收益與社會效益之間的關(guān)系，即企業(yè)價值與客戶價值的關(guān)系，是高鐵時代應(yīng)該關(guān)注的問題。為顧客創(chuàng)造更多的價值是出發(fā)點，實現(xiàn)顧客和企業(yè)的雙贏是落腳點。 本文從客戶關(guān)系管理理論入手，將價值創(chuàng)造原理引入CRM理論中，，分析了價值創(chuàng)造與CRM之間的密切關(guān)系，并描述了CRM的價值驅(qū)動原理，即CRM為顧客創(chuàng)造價值的同時也為企業(yè)創(chuàng)造價值。文章分析了中國鐵路行業(yè)背景及在該行業(yè)實施CRM的必要性，根據(jù)城際高鐵客運行業(yè)目前的營銷現(xiàn)狀，闡釋了該行業(yè)實施CRM戰(zhàn)略是必然的趨勢，并構(gòu)建了城際高鐵客運行業(yè)CRM價值創(chuàng)造模型；以成渝客運通道作為案例，列舉并分析了該通道目前的營銷現(xiàn)狀和存在的主要問題；引入層次分析法和ABC分析法，對成渝客運通道的旅客特征和乘客價值進行分析，并通過乘客分類，明確了CRM戰(zhàn)略實施面向的目標群體；最后根據(jù)調(diào)查研究結(jié)果，為成渝高鐵客運行業(yè)提出了一套基于價值創(chuàng)造的CRM戰(zhàn)略及系統(tǒng)規(guī)劃方案。 本文主要研究成果有： （1）基于CRM理論及其價值創(chuàng)造原理，分析了CRM創(chuàng)造價值的過程，探討了CRM的價值驅(qū)動原理，通過實施CRM戰(zhàn)略，企業(yè)與客戶的關(guān)系價值得到提升，最終雙方實現(xiàn)互創(chuàng)價值的雙贏。 （2）通過對中國鐵路行業(yè)背景和中國城際高鐵行業(yè)營銷現(xiàn)狀的考察，分析了高鐵行業(yè)實施CRM戰(zhàn)略的可行性和必要性。在此基礎(chǔ)上，建立了城際高鐵客運行業(yè)CRM價值創(chuàng)造模型。 （3）以成渝客運通道為例，對成渝城際高鐵客運和高速公路客運的旅客運輸特性做了對比分析，通過對其運營現(xiàn)狀的考察，運用層次分析法研究了成渝客運通道乘客出行交通工具選擇決策情況，引入ABC分析法，按照乘客價值的高低對乘客進行了分類，明確了中高端客戶是高鐵客運行業(yè)的目標客戶群。 （4）提出了成渝高鐵客運CRM戰(zhàn)略及系統(tǒng)規(guī)劃，為高鐵行業(yè)實施客戶關(guān)系管理戰(zhàn)略實現(xiàn)企業(yè)與顧客的價值創(chuàng)造提供指導(dǎo)。
[Abstract]:With the "12 路5" plan proposed, the rise of high-speed railway in recent years has changed the traditional decision-making mode of mass travel. High-speed rail has been favored by the passenger transport market because of its rapid increase in speed and the superior characteristics of train models. With the deepening of the market economy and the arrival of the customer economic age, how can the railway transport industry grasp the pulse of the market? How to balance the relationship between operating income and social benefits, that is, the relationship between enterprise value and customer value, to meet the needs of passengers for travel vehicles and travel services. Creating more value for customers is the starting point and realizing the win-win situation between customers and enterprises is the foothold. Starting with the theory of customer relationship management, this paper introduces the theory of value creation into CRM theory, analyzes the close relationship between value creation and CRM, and describes the value driving principle of CRM. This paper analyzes the background of Chinese railway industry and the necessity of implementing CRM in this industry, according to the current marketing situation of intercity high-speed rail passenger transport industry. This paper explains the inevitable trend of implementing CRM strategy in this industry, and constructs the CRM value creation model of intercity high-speed railway passenger transport industry, taking Chengdu-Chongqing passenger transport channel as a case, enumerates and analyzes the current marketing situation and main problems of this channel. This paper introduces the analytic hierarchy process (AHP) and the ABC analysis method to analyze the passenger characteristics and passenger value of Chengdu-Chongqing passenger corridor, and through passenger classification, defines the target groups for the implementation of CRM strategy, and finally, according to the research results, This paper presents a set of CRM strategy and system planning scheme based on value creation for Chengdu-Chongqing high-speed railway passenger transport industry. The main research results of this paper are as follows:. 1) based on CRM theory and value creation principle, this paper analyzes the process of CRM value creation, probes into the value driving principle of CRM. Through the implementation of CRM strategy, the relationship value between enterprise and customer is promoted, and finally both sides realize the win-win of creating value mutually. This paper analyzes the feasibility and necessity of implementing CRM strategy in China's high-speed rail industry through the investigation of the background of China's railway industry and the current marketing situation of China's inter-city high-speed rail industry, and on this basis, establishes a model of CRM value creation in intercity high-speed rail passenger transport industry. Taking Chengdu-Chongqing passenger transport corridor as an example, this paper makes a comparative analysis of passenger transport characteristics of Chengdu-Chongqing intercity high-speed railway passenger transport and highway passenger transport, and through the inspection of its operation status quo, In this paper, the decision making of passengers' travel choice in Chengdu-Chongqing passenger transport channel is studied by using the analytic hierarchy process (AHP), and the passengers are classified according to the value of passengers by introducing the ABC analysis method. It is clear that high-end customers are the target group of high-speed passenger transport industry. This paper puts forward the CRM strategy and system planning of Chengdu-Chongqing high-speed railway passenger transport, which provides guidance for the implementation of customer relationship management strategy to realize the value creation of enterprises and customers.
【學(xué)位授予單位】：成都理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：U293.1;U238

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