本文選題：G醫(yī)藥公司 + 關(guān)鍵客戶管理��； 參考：《廣西師范大學(xué)》2015年碩士論文

【摘要】：隨著市場(chǎng)經(jīng)濟(jì)的不斷發(fā)展,使得不同的市場(chǎng)經(jīng)營(yíng)活動(dòng)的競(jìng)爭(zhēng)態(tài)勢(shì)日益激烈,在做行內(nèi)關(guān)鍵客戶營(yíng)銷時(shí),對(duì)客戶資源的了解以及能夠把握與客戶的關(guān)系,是實(shí)現(xiàn)市場(chǎng)銷售的重要因素。如今,很多的企業(yè)漸漸意識(shí)到,要通過不同手段和方法的加強(qiáng)來實(shí)現(xiàn)客戶的管理,這樣才能夠使客戶的滿意度和企業(yè)的盈利能力、運(yùn)營(yíng)效率得到提升,才能使客戶價(jià)值得到提高,并能為企業(yè)可持續(xù)發(fā)展創(chuàng)造有利條件。從G醫(yī)藥公司剛成立到現(xiàn)今已發(fā)展了十多年。G醫(yī)藥公司在這十多年中,擁有了巨大的客戶資源。也正是因?yàn)檫@些豐富的客戶資源,企業(yè)才能獲取利潤(rùn),這些客戶資源更是企業(yè)可以在這么一個(gè)激烈的市場(chǎng)競(jìng)爭(zhēng)中能夠賴以生存和發(fā)展的基礎(chǔ)。G醫(yī)藥公司不僅僅在客戶關(guān)系的管理方面做出了很多工作,而且在對(duì)客戶的定位上和企業(yè)在硬件系統(tǒng)的資源方面也一再堅(jiān)持引進(jìn)客戶的關(guān)系管理系統(tǒng),但是G醫(yī)藥公司在客戶的關(guān)系管理方面依然還是存在一些不可避免的問題,例如在客戶的等級(jí)劃分方面采用方法不太科學(xué)、有待提升的客戶忠誠(chéng)度、公司整體發(fā)展的戰(zhàn)略與客戶關(guān)系管理有脫節(jié)等等問題。這些都對(duì)企業(yè)的客戶關(guān)系管理整體水平的改善和提升有了一定的限制和影響。G醫(yī)藥公司在發(fā)展中一直注重培養(yǎng)和建立關(guān)鍵的客戶,更好的讓關(guān)鍵客戶擁有優(yōu)質(zhì)高效的服務(wù),盡可能的擴(kuò)大重要客戶并且得到長(zhǎng)期的合作,為公司的發(fā)展提供支撐,公司在關(guān)鍵客戶對(duì)公司發(fā)展的重要性這一問題的認(rèn)識(shí)上是相當(dāng)?shù)轿坏?遵循相關(guān)的市場(chǎng)發(fā)展準(zhǔn)則和規(guī)律,但由于經(jīng)驗(yàn)不足、人才儲(chǔ)備少,對(duì)客戶等級(jí)的劃分還不夠科學(xué)、合理,工作開展效率不夠高,評(píng)估能力不充足,服務(wù)貿(mào)易無法達(dá)到最優(yōu)質(zhì),管理系統(tǒng)也不夠完善等一些問題對(duì)公司未來更好的發(fā)展有了一定的影響。本文以關(guān)鍵客戶關(guān)系管理等相關(guān)理論為背景,結(jié)合G醫(yī)藥公司的客戶關(guān)系管理現(xiàn)狀以及G醫(yī)藥公司的情況來進(jìn)行科學(xué)分析：且以關(guān)鍵客戶作為研究對(duì)象,根據(jù)客戶價(jià)值的評(píng)價(jià)體系來優(yōu)選高價(jià)值的關(guān)鍵客戶,并且對(duì)關(guān)鍵客戶的控制和維護(hù)方面提出有效的辦法,從而實(shí)現(xiàn)與重要客戶取得雙贏的美愿,為關(guān)鍵客戶提出高效優(yōu)質(zhì)的服務(wù),為實(shí)現(xiàn)公司的發(fā)展戰(zhàn)略目標(biāo)提供管理策略的基礎(chǔ),文章從客戶的關(guān)系管理角度出發(fā),對(duì)目前G醫(yī)藥公司的重要客戶管理情況進(jìn)行回顧與總結(jié),并指出該公司在客戶管理方面的問題所在,深入分析和研究,設(shè)計(jì)一套使用于該公司的決策方案,使公司現(xiàn)有的重要客戶管理水平有所改善,并使公司重要客戶管理戰(zhàn)略項(xiàng)目得到實(shí)現(xiàn),企業(yè)的核心競(jìng)爭(zhēng)力得到提升,也希望通過本文的研究能夠?yàn)橥袠I(yè)的關(guān)鍵客戶管理提供借鑒意義.
[Abstract]:With the continuous development of market economy, the competition situation of different market management activities is becoming more and more fierce. In doing the key customer marketing in the industry, we can understand the customer resources and grasp the relationship with the customers. It is the important factor that realizes the market sale. Nowadays, many enterprises gradually realize that customer management should be realized through different means and methods, so that customer satisfaction, profitability and operational efficiency can be improved. Only then can the customer value be improved, and the favorable conditions for the sustainable development of the enterprise can be created. G Pharmaceutical Company has been developed for more than ten years since it was founded. It is precisely because of these rich customer resources that enterprises can make profits. These customer resources are the basis on which enterprises can rely for survival and development in such a fierce market competition. G Pharmaceutical Company has not only done a lot of work in the management of customer relations. Moreover, in terms of customer orientation and enterprise resources in hardware systems, they have repeatedly insisted on introducing customer relationship management systems. However, there are still some unavoidable problems in customer relationship management in G Pharmaceutical Company. For example, the method of customer grading is not scientific, the customer loyalty needs to be improved, and the overall development strategy of the company is out of touch with customer relationship management and so on. All of these have a certain limitation and influence on the improvement and improvement of the overall level of customer relationship management of enterprises. G Pharmaceutical Company has been focusing on cultivating and establishing key customers in its development, so that key customers can have better quality and efficient service. Expand important customers as much as possible and get long-term cooperation to provide support for the development of the company, the company in key customers on the importance of the development of the company is quite in place, follow the relevant market development guidelines and rules, However, due to lack of experience, lack of talent reserves, classification of customer levels is not scientific, reasonable, work efficiency is not high enough, evaluation capacity is not sufficient, trade in services can not achieve the highest quality. Management system is not perfect and so on some problems have a certain impact on the company's future better development. Based on the relevant theories of key customer relationship management and combining the current situation of customer relationship management in G Pharmaceutical Company and the situation of G Pharmaceutical Company, this paper makes a scientific analysis: taking the key customer as the research object, According to the evaluation system of customer value, we can select the key customers with high value, and put forward effective methods to control and maintain the key customers, so as to achieve a win-win situation with important customers. This paper reviews and summarizes the important customer management situation of G Pharmaceutical Company from the point of view of customer relationship management, in order to provide efficient and high quality service for key customers and to provide the basis of management strategy for realizing the company's development strategic objectives. It also points out that the problems in customer management of the company lie in, deeply analyzing and studying, designing a set of decision plan used in the company, so as to improve the existing important customer management level of the company. The key customer management strategy project of the company is realized and the core competitiveness of the enterprise is promoted. It is also hoped that the research in this paper can provide reference significance for the key customer management in the same industry.
【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.72

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