本文選題：顧客滿意度 + 客戶關(guān)系管理系統(tǒng)��； 參考：《蘭州理工大學(xué)》2013年碩士論文

【摘要】：隨著全球一體化進(jìn)程的加快和競爭日益激烈,顧客滿意度將成為每個企業(yè)相互追求的目標(biāo),特別是在經(jīng)營流程無差異的前提下,顧客滿意度將會更重要,近年來我國汽車行業(yè)已經(jīng)步入了高速發(fā)展的快車道,汽車市場競爭空前激烈,產(chǎn)品同質(zhì)化的程度越來越高、可替代性也越來越強、服務(wù)模式也趨于同一化,顧客的消費行為也由原來的感性階段進(jìn)入了理性階段,在一個復(fù)雜多變的市場競爭環(huán)境中,單純的產(chǎn)品策略、服務(wù)策略等營銷手段已經(jīng)無法被顧客所認(rèn)可,而以“顧客為中心,全心全意為顧客服務(wù)”,不斷提高顧客滿意度、培養(yǎng)獨特的品牌已成為了汽車企業(yè)突破重圍的唯一出路。 本文將以A汽車公司如何運用客戶關(guān)系管理系統(tǒng)提高顧客滿意度為切入點,結(jié)合顧客滿意度模型、系統(tǒng)優(yōu)化、顧客實地調(diào)查等手段進(jìn)行研究。 首先,回顧了顧客滿意度理論和模型以及滿意度在國內(nèi)外的研究狀況。 其次,重點對A汽車公司客戶關(guān)系管理系統(tǒng)的現(xiàn)狀進(jìn)行描述,然后將客戶關(guān)系管理系統(tǒng)進(jìn)行同類對比,突出優(yōu)勢。最后將現(xiàn)有的客戶關(guān)系管理系統(tǒng)進(jìn)行優(yōu)化,再進(jìn)行前后使用對比,運用現(xiàn)場調(diào)研顧客滿意度來突出取得的成效,目的是突出進(jìn)行系統(tǒng)優(yōu)化后的客戶關(guān)系管理系統(tǒng)比過去所用的對提升顧客滿意度更加有效。 最后,通過調(diào)查問卷進(jìn)行滿意度調(diào)查,發(fā)現(xiàn)通過客戶關(guān)系管理系統(tǒng)功能提升對顧客滿意度提升有促進(jìn)作用,用四分圖模型進(jìn)行分析后,驗證了分析結(jié)果。所以從傳統(tǒng)經(jīng)營手段提升到現(xiàn)代化技術(shù),在國內(nèi)汽車行業(yè)中將會越來越多的企業(yè)運行系統(tǒng)進(jìn)行業(yè)務(wù)管理,不斷的更新信息化技術(shù),使更能滿意顧客的需要,從而立于市場競爭的主動位。
[Abstract]:With the acceleration of the global integration process and the increasingly fierce competition, customer satisfaction will become the goal of each enterprise to pursue each other, especially in the premise of no difference in business processes, customer satisfaction will be more important. In recent years, the automobile industry of our country has already stepped into the high-speed development fast lane, the automobile market competition is unprecedented intense, the product homogenization degree is higher and higher, the substitutability is also stronger and stronger, the service pattern also tends to be the same. The consumer behavior of the customer has also entered the rational stage from the original perceptual stage. In a complex and changeable market competition environment, the simple product strategy, service strategy and other marketing means can no longer be recognized by the customer, and take "customer as the center". "serve customers wholeheartedly" and continuously improve customer satisfaction, Cultivating a unique brand has become the only way for automobile enterprises to break through the tight encirclement. This paper will focus on how to use customer relationship management system to improve customer satisfaction, combining with customer satisfaction model, the system will be optimized. Firstly, it reviews the theory and model of customer satisfaction and the research situation of customer satisfaction at home and abroad. Secondly, it describes the current situation of customer relationship management system in A automobile company. Then the customer relationship management system for the same kind of comparison, outstanding advantages. Finally, the existing customer relationship management system will be optimized, and then used before and after comparison, the use of on-site research customer satisfaction to highlight the results achieved, The purpose of this paper is to highlight the effectiveness of the optimized customer relationship management system in improving customer satisfaction. Finally, the customer relationship management system is investigated by questionnaire. It is found that the function enhancement of customer relationship management system can promote the improvement of customer satisfaction. The analysis results are verified by using the quadrilateral graph model. So from the traditional management means to the modern technology, more and more enterprises will operate the business management system in the domestic automobile industry, constantly update the information technology, so as to meet the needs of the customers. Thus stands in the market competition the initiative position.
【學(xué)位授予單位】：蘭州理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.471

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