本文選題：客戶(hù)關(guān)系管理(CRM) + 市場(chǎng)營(yíng)銷(xiāo)��； 參考：《東北大學(xué)》2013年碩士論文

【摘要】：隨著全球民用航空市場(chǎng)競(jìng)爭(zhēng)愈加激烈,天空航權(quán)愈加開(kāi)放,航空公司想要在世界的航空市場(chǎng)中站穩(wěn)腳跟,提高核心競(jìng)爭(zhēng)力,實(shí)現(xiàn)客戶(hù)價(jià)值最大化,追求企業(yè)收益最大化,需要對(duì)客戶(hù)關(guān)系管理(CRM)做進(jìn)一步探索和實(shí)踐。CRM在現(xiàn)代網(wǎng)絡(luò)技術(shù)的大力支持和相關(guān)軟件技術(shù)長(zhǎng)足發(fā)展的基礎(chǔ)上,實(shí)施方法得到本質(zhì)的變化和提升,能夠更好的挖掘客戶(hù)價(jià)值,提升企業(yè)收益,增加客戶(hù)忠誠(chéng)度,延長(zhǎng)客戶(hù)生命周期,保證企業(yè)利益最大化。 南方航空公司作為亞洲第一、世界第三,中國(guó)境內(nèi)跨越幅度最大,基地最多,機(jī)隊(duì)規(guī)模穩(wěn)坐世界第六的國(guó)有主流航空公司,是亞洲唯一一個(gè)進(jìn)入世界航空客運(yùn)排名前五強(qiáng),國(guó)內(nèi)連續(xù)7年進(jìn)入世界民航客運(yùn)前十強(qiáng)的大型航空公司,更加需要在競(jìng)爭(zhēng)中走在前列。本文從南方航空的實(shí)際出發(fā),結(jié)合CRM的功能特點(diǎn),主要完成如下研究工作： (1)給出了南方航空公司完善CRM的需求分析。在國(guó)際和國(guó)內(nèi)民用航空發(fā)展的大背景之下,通過(guò)對(duì)CRM的概念、類(lèi)型和方法的介紹,在深度結(jié)合南航現(xiàn)公司概況、組織架構(gòu)、主營(yíng)業(yè)務(wù)及營(yíng)銷(xiāo)現(xiàn)狀的分析,給出了南方航空完善CRM的功能、客戶(hù)關(guān)系、服務(wù)產(chǎn)品和管理方面的需求分析。 (2)給出了南方航空公司完善CRM的實(shí)施方案。針對(duì)南航的現(xiàn)狀,優(yōu)化組織架構(gòu),建立新的CRM管理流程,具體包括業(yè)務(wù)管理流程、客戶(hù)服務(wù)流程、部門(mén)聯(lián)動(dòng)流程以及品牌樹(shù)立流程四個(gè)方面,全面打造適用于南航提升服務(wù)的CRM實(shí)施方案,并通過(guò)項(xiàng)目管理的方法,保障CRM項(xiàng)目的順利高效的實(shí)施。 (3)給出了南方航空公司完善CRM的保障措施。加強(qiáng)南航的經(jīng)營(yíng)理念創(chuàng)新、組織結(jié)構(gòu)創(chuàng)新、業(yè)務(wù)流程創(chuàng)新等體制創(chuàng)新,并提供可靠的資金保障,以量化的服務(wù)質(zhì)量管理指標(biāo)重新架構(gòu)管理體系,從而全面保障南航CRM項(xiàng)目的順利實(shí)施。 本文的研究結(jié)果和解決方案具有一定的針對(duì)性,將對(duì)南方航空提升客戶(hù)價(jià)值、提高收益,成為更具競(jìng)爭(zhēng)力的航空公司做出切實(shí)的貢獻(xiàn)。
[Abstract]:With the increasingly fierce competition in the global civil aviation market and the opening of sky aviation rights, airlines want to stand firm in the world aviation market, improve their core competitiveness, maximize customer value, and pursue the maximization of enterprise income. CRM needs to be further explored and practiced on the basis of the vigorous support of modern network technology and the rapid development of related software technology, the implementation method has been substantially changed and promoted, which can better excavate customer value. Improve corporate income, increase customer loyalty, extend customer life cycle, and ensure the maximization of enterprise benefits. As the first in Asia and the third in the world, Southern Airlines has the largest span in China and the largest number of bases. The state-owned mainstream airlines with a stable fleet of aircraft in the world are the only state-owned mainstream airlines in Asia to enter the top five of the world's air passenger traffic rankings. For seven consecutive years, the large airlines in the top 10 of the world civil aviation passenger transport need to be in the forefront of competition. Starting from the reality of Southern Airlines and combining with the functional characteristics of CRM, this paper mainly completes the following research work: 1) the requirement analysis of China Southern Airlines to perfect CRM is given. Under the background of the development of international and domestic civil aviation, through the introduction of the concept, type and method of CRM, this paper analyzes the general situation, organization structure, main business and marketing status of China Southern Airlines Company in depth. The requirement analysis of CRM, customer relationship, service products and management of Southern Airlines is given. The implementation scheme of China Southern Airlines to perfect CRM is given. In view of the current situation of China Southern Airlines, it optimizes the organizational structure and establishes a new CRM management process, which includes four aspects: business management process, customer service process, department linkage process and brand building process. To create a comprehensive CRM implementation scheme suitable for China Southern Airlines promotion service, and to ensure the smooth and efficient implementation of the CRM project through project management. The guarantee measures for China Southern Airlines to perfect CRM are given. To strengthen the innovation of management concept, organizational structure and business process innovation of China Southern Airlines, and to provide reliable financial guarantee to re-establish the management system with the quantitative service quality management index, So as to ensure the smooth implementation of the China Southern Airlines CRM project. The research results and solutions of this paper have certain pertinence, will enhance customer value, increase revenue and become more competitive airlines to make a real contribution to Southern Airlines.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F562.6;F274

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