【摘要】：客戶知識作為企業(yè)重要的資源，能夠幫助企業(yè)創(chuàng)造競爭優(yōu)勢，企業(yè)借助客戶知識可以了解到客戶對企業(yè)產(chǎn)品或服務(wù)持續(xù)變化的需求以及在購買、使用或維護客戶關(guān)系中所積累的知識。實施客戶知識共享能夠提升客戶價值，共享過去的經(jīng)驗并應(yīng)用于新的情況可以提升客戶價值，有利于知識創(chuàng)新，更好地改進服務(wù)并消除知識的重復(fù)創(chuàng)造[1]。員工通過將客戶數(shù)據(jù)和信息與他們的經(jīng)驗結(jié)合而產(chǎn)生知識、共享知識，能夠改進客戶服務(wù)，，提高客戶滿意度。 作者所在的ITS集團直屬下的廣州分公司屬于檢驗認(rèn)證行業(yè)，由于近年來市場競爭的劇烈，對客戶知識的掌握成為贏得客戶的重要武器。論文通過對所在的行業(yè)和競爭環(huán)境以及所在的組織結(jié)構(gòu)和客戶知識管理現(xiàn)狀的分析，對ITS公司客戶知識的內(nèi)容和需求進行識別，提出了客戶知識共享存在的問題。作者根據(jù)客戶知識共享障礙的因素理論，結(jié)合障礙的因素對ITS公司內(nèi)部進行問卷調(diào)查，分析影響ITS公司客戶知識共享的障礙因素：客戶知識共享組織結(jié)構(gòu)、組織文化、技術(shù)和交流平臺和激勵因素。 作者根據(jù)對問題原因的分析結(jié)果提出相應(yīng)對策：也就是解決客戶知識的共享障礙需要構(gòu)建起一個良好的知識共享環(huán)境平臺，包括需要營造有利于客戶知識共享的組織文化，完善統(tǒng)一客戶知識共享平臺以及客戶知識交流的場所，完善有效的客戶知識共享的組織結(jié)構(gòu)和激勵機制，從而最終實現(xiàn)客戶知識的有效共享。
[Abstract]:As an important resource of enterprise, customer knowledge can help enterprises to create competitive advantage. With the help of customer knowledge, enterprises can understand customers' changing demand for products or services and purchase them. Use or maintain knowledge accumulated in customer relationships. The implementation of customer knowledge sharing can enhance customer value, share past experience and apply it to new situations, promote customer value, benefit knowledge innovation, improve service and eliminate knowledge duplication. Employees can improve customer service and customer satisfaction by combining customer data and information with their experience to generate knowledge and share knowledge. Guangzhou Branch under the direct control of ITS Group belongs to the inspection and certification industry. Due to the fierce market competition in recent years, the mastery of customer knowledge has become an important weapon to win customers. Based on the analysis of the industry and competition environment, the organization structure and the current situation of customer knowledge management, this paper identifies the content and requirement of customer knowledge in ITS Company, and puts forward the existing problems of customer knowledge sharing. According to the factor theory of the obstacle of customer knowledge sharing and combining with the factor of obstacle, the author carries out a questionnaire survey on the interior of ITS Company, and analyzes the factors that affect the customer knowledge sharing of ITS Company: the organizational structure of customer knowledge sharing, the organizational culture of customer knowledge sharing, and so on. Technology and communication platforms and incentives. According to the analysis of the causes of the problems, the author puts forward the corresponding countermeasures: to solve the obstacles of customer knowledge sharing, we need to build a good knowledge sharing environment platform, including the need to create an organizational culture conducive to customer knowledge sharing. Perfect the unified customer knowledge sharing platform and the place of customer knowledge exchange, perfect the effective organization structure and incentive mechanism of customer knowledge sharing, and finally realize the effective sharing of customer knowledge.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F272

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