本文選題：寶馬汽車 + 客戶關(guān)系管理�。� 參考：《山東師范大學(xué)》2017年碩士論文

【摘要】：近年來隨著我國國民經(jīng)濟(jì)的高速增長,汽車行業(yè)也進(jìn)入到了快速發(fā)展階段。汽車全產(chǎn)業(yè)鏈的競爭空前激烈。在這種情況下,客戶關(guān)系管理已然成為了企業(yè)競爭的核心內(nèi)容,客戶滿意度和忠誠度成為了企業(yè)追求的重要目標(biāo),特別是在當(dāng)今企業(yè)經(jīng)營范圍和過程無差異的前提下,客戶關(guān)系管理變的越來越重要。隨著人們生活水平的提高,豪華汽車行業(yè)也進(jìn)入了高速發(fā)展階段,豪車市場競爭到達(dá)白熱化程度,產(chǎn)品同質(zhì)化現(xiàn)象嚴(yán)重,可替代性越來越強(qiáng),顧客的消費(fèi)習(xí)慣已經(jīng)由過去的感性消費(fèi)進(jìn)入到理性消費(fèi)的階段,在這個(gè)復(fù)雜的市場競爭中,單純的產(chǎn)品和服務(wù)策略已經(jīng)無法被客戶認(rèn)可而以“客戶為中心”,不斷提高客戶滿意度、重視企業(yè)的客戶關(guān)系管理已成為了汽車經(jīng)銷商突破重圍的唯一出路。本文將從寶馬授權(quán)經(jīng)銷商A公司客戶關(guān)系管理現(xiàn)狀出發(fā),分析其服務(wù)流程和滿意度流程,結(jié)合客戶滿意度調(diào)查問卷,驗(yàn)證問題分析原因,提出解決方案和建議。首先,介紹了客戶關(guān)系管理理論的國內(nèi)外研究現(xiàn)狀,詳細(xì)解釋了客戶關(guān)系管理理論的概念和內(nèi)涵,介紹了其主要應(yīng)用行業(yè)。結(jié)合中國汽車行業(yè)介紹了當(dāng)前的研究現(xiàn)狀及應(yīng)用情況。其次,重點(diǎn)對經(jīng)銷商A客戶關(guān)系管理的現(xiàn)狀進(jìn)行描述,然后將客戶關(guān)系管理系統(tǒng)進(jìn)行分析,說明優(yōu)勢,發(fā)現(xiàn)問題。利用客戶滿意度問卷調(diào)查的結(jié)果,分析現(xiàn)有客戶關(guān)系管理中存在的問題。用四分圖模型分析現(xiàn)有客戶滿意度評價(jià)模式,驗(yàn)證分析結(jié)果。最后,提出了應(yīng)對經(jīng)銷商A在現(xiàn)有客戶關(guān)系管理中出現(xiàn)問題的對策,將滿足客戶滿意度提升到了實(shí)現(xiàn)客戶忠誠的高度,并設(shè)計(jì)了監(jiān)控客戶忠誠度的問卷,最終實(shí)現(xiàn)客戶價(jià)值和企業(yè)利潤的雙贏局面。本文的創(chuàng)新點(diǎn)在于在目前客戶關(guān)系管理的基礎(chǔ)上更加重視客戶忠誠度管理,設(shè)計(jì)了忠誠度調(diào)查問卷,充分分析調(diào)查結(jié)果,改善經(jīng)營管理中的問題,最終實(shí)現(xiàn)真正的客戶忠誠,是企業(yè)利潤最大化。
[Abstract]:In recent years, with the rapid growth of China's national economy, the automobile industry has also entered a rapid development stage. The competition of automobile whole industry chain is unprecedented fierce. In this case, customer relationship management has become the core content of enterprise competition, customer satisfaction and loyalty has become an important goal pursued by enterprises, especially under the premise that there is no difference in business scope and process. Customer relationship management is becoming more and more important. With the improvement of people's living standard, the luxury automobile industry has also entered the stage of high-speed development. The competition in luxury car market has reached a white-hot degree, the phenomenon of product homogenization is serious, and the substitution is becoming stronger and stronger. Customers' consumption habits have moved from perceptual consumption to rational consumption. In this complicated market competition, simple products and service strategies can no longer be recognized by customers and are "customer-centered". Continuously improving customer satisfaction and attaching importance to customer relationship management have become the only way for automobile dealers to break through the tight circle. This paper will start from the current situation of customer relationship management of BMW authorized dealer A Company, analyze its service flow and satisfaction process, combined with customer satisfaction questionnaire, verify the causes of the problem analysis, and put forward solutions and suggestions. Firstly, this paper introduces the domestic and international research status of customer relationship management theory, explains the concept and connotation of customer relationship management theory in detail, and introduces its main application industries. This paper introduces the current research status and application of automobile industry in China. Secondly, the current situation of dealer A customer relationship management is described, and then the customer relationship management system is analyzed to explain the advantages and find problems. Based on the results of customer satisfaction questionnaire, the existing problems in customer relationship management are analyzed. Using the quadrilateral graph model to analyze the existing customer satisfaction evaluation model, verify the analysis results. Finally, the paper puts forward the countermeasures to deal with the problems of dealer A in the existing customer relationship management, promotes the satisfaction degree of customers to the height of realizing customer loyalty, and designs a questionnaire to monitor the customer loyalty. Finally realize the double-win situation of customer value and enterprise profit. The innovation of this paper lies in paying more attention to customer loyalty management on the basis of current customer relationship management, designing loyalty questionnaire, fully analyzing the results of investigation, improving the problems in management and finally realizing true customer loyalty. Is the enterprise profit maximization.
【學(xué)位授予單位】：山東師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F416.471

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本文編號：1819622