【摘要】：受到全球經(jīng)濟(jì)危機和運力過剩問題影響,全球航運市場持續(xù)低迷,同時受到宏觀經(jīng)濟(jì)的調(diào)整和鋼鐵產(chǎn)能過剩影響,當(dāng)前沿海運輸市場持續(xù)低迷,衰退程度已經(jīng)超過金融危機時的低潮,低迷的航運市場態(tài)勢對我國港口企業(yè)造成了嚴(yán)重的沖擊。另外,由于我國市場機制的不斷完善,港口的建設(shè)發(fā)展,港口之間的競爭也日趨激烈,港口企業(yè)只有不斷提高核心競爭力,降低企業(yè)運營成本同時擴大企業(yè)利潤,才能在嚴(yán)酷的市場環(huán)境下求得生存發(fā)展。 錦州港一個集生產(chǎn)經(jīng)營、港口建設(shè)和拓展開發(fā)為一體的大型港口企業(yè),目前擁有生產(chǎn)泊位24個,其中包括25萬噸級油泊位、10萬噸級散雜貨泊位和10萬噸級集裝箱專用泊位,是遼寧省重點發(fā)展的北方區(qū)域性樞紐港口。隨著港口企業(yè)經(jīng)營環(huán)境日趨惡化,錦州港也逐步認(rèn)識到客戶對于企業(yè)的重要性。而客戶關(guān)系管理相關(guān)理論可以幫助企業(yè)有效地留住客戶、與客戶建立穩(wěn)定的合作關(guān)系,同時最大化的實現(xiàn)企業(yè)的客戶價值,因此本文旨在利用客戶關(guān)系管理相關(guān)理論,為錦州港未來經(jīng)營發(fā)展提出建設(shè)性的意見和建議。 本文首先研究客戶關(guān)系相關(guān)理論及其在港口企業(yè)的實踐應(yīng)用,認(rèn)為企業(yè)實施客戶關(guān)系管理過程中的核心問題是采用恰當(dāng)?shù)姆椒▽ζ髽I(yè)客戶進(jìn)行分類,并且有針對性的實施相應(yīng)的營銷管理策略；同時分析和討論了港口企業(yè)的特點和實施客戶關(guān)系管理的要點,在理論上為錦州港實施客戶關(guān)系管理提供相應(yīng)的理論基礎(chǔ)。 本文分析了錦州港客戶關(guān)系管理現(xiàn)狀與存在問題,認(rèn)為當(dāng)前錦州港在應(yīng)用客戶關(guān)系管理過程中在客戶信息采集、客戶信息管理系統(tǒng)建設(shè)、公司管理組織結(jié)構(gòu)和專業(yè)化分析團(tuán)隊建設(shè)等方面存在一定的問題。同時,針對錦州港客戶關(guān)系管理現(xiàn)狀,本文利用三維客戶細(xì)分方法對錦州港客戶進(jìn)行了分類,從維護(hù)現(xiàn)有客戶和開發(fā)潛在客戶兩方面提出了適合錦州港發(fā)展的客戶關(guān)系管理策略,并針對錦州港客戶關(guān)系管理存在問題,提出了錦州港客戶關(guān)系管理的實施方案。
[Abstract]:Affected by the global economic crisis and overcapacity, the global shipping market continues to be depressed, and at the same time affected by macroeconomic adjustments and overcapacity of steel, the current coastal transport market continues to be depressed. The recession has exceeded the low tide during the financial crisis, and the weak shipping market has caused a serious impact on the port enterprises of our country. In addition, due to the continuous improvement of market mechanism, the development of port construction and the increasingly fierce competition between ports, port enterprises must constantly improve their core competitiveness, reduce their operating costs and expand their profits. In order to survive and develop in the harsh market environment. A large port enterprise in Jinzhou Port, which integrates production and operation, port construction and development, currently has 24 production berths, including 250,000 dwt oil berths and 100,000-ton bulk berths and 100,000-ton container berths. Liaoning Province is the key development of the northern regional hub port. With the worsening of port business environment, Jinzhou Port has gradually realized the importance of customers to enterprises. The theory of customer relationship management can help enterprises to effectively retain customers, establish stable cooperative relationship with customers, and maximize customer value. Therefore, this paper aims to make use of the relevant theory of customer relationship management. Put forward constructive suggestions and suggestions for the future operation and development of Jinzhou Port. This paper first studies the theory of customer relationship and its practical application in port enterprises. It is considered that the core problem in the process of implementing customer relationship management is to use appropriate methods to classify enterprise customers. At the same time, it analyzes and discusses the characteristics of port enterprises and the key points of implementing customer relationship management, which provides a theoretical basis for the implementation of customer relationship management in Jinzhou Port. This paper analyzes the current situation and existing problems of customer relationship management in Jinzhou Port, and points out that in the process of applying customer relationship Management in Jinzhou Port, customer information is collected and customer information management system is built. There are some problems in management organization structure and professional analysis team construction. At the same time, according to the current situation of customer relationship management in Jinzhou Port, this paper classifies the customers of Jinzhou Port by using three-dimensional customer segmentation method. This paper puts forward the customer relationship management strategy suitable for the development of Jinzhou Port from the aspects of maintaining existing customers and developing potential customers. Aiming at the existing problems of customer relationship management in Jinzhou Port, the implementation scheme of customer relationship Management in Jinzhou Port is put forward.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F552.6

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本文編號：2212810