【摘要】：在經(jīng)濟全球化及信息化技術(shù)突飛猛進的今天，企業(yè)面臨的商業(yè)環(huán)境及市場行情發(fā)生著巨大的變化，市場競爭狀況愈演愈烈，使企業(yè)面臨著前所未有的挑戰(zhàn)。越來越多的企業(yè)都覺悟到，客戶已發(fā)展成為企業(yè)最寶貴的資源之一，提高客戶滿意度，留住老客戶，開發(fā)新客戶，建立與客戶間的策略性雙贏合作伙伴關(guān)系是企業(yè)永續(xù)經(jīng)營的根本，因而客戶關(guān)系管理策略也就成了如今商業(yè)策略的一個重要組成部份。客戶關(guān)系管理的本質(zhì)，是通過系統(tǒng)化的方法，改善公司與客戶之間的關(guān)系，用優(yōu)質(zhì)的產(chǎn)品與服務(wù)滿足客戶個性化的需求，最終獲得客戶的認可，并贏得市場及利潤。 良好的客戶關(guān)系管理策略，有助于企業(yè)去管理及綜合運用最為寶貴的客戶數(shù)據(jù)，從而更加全面的分析客戶的相關(guān)的歷史數(shù)據(jù)履歷，預(yù)估客戶未來需求的變化趨勢，進一步改善客戶服務(wù)流程，提高客戶的滿意度，提升客戶的忠誠度。同時，客戶關(guān)系管理能夠幫助企業(yè)從競爭對手那里競爭贏回客戶、長久留住客戶，并使客戶的價值最大化，通過現(xiàn)代的信息技術(shù)--CRM軟件系統(tǒng)，還可以標準化相關(guān)業(yè)務(wù)流程，讓制度運作的效率最優(yōu)化，在公司內(nèi)部提供信息共享平臺，提高企業(yè)內(nèi)部員工的工作能力，推動企業(yè)成長，并帶來更豐厚利潤。 本文參照諸多專家學者研究成果的基礎(chǔ)上，選擇作者服務(wù)的SY公司作為研究對象，并簡要分析了LED照明行業(yè)目前的市場情況，，及行業(yè)客戶CRM實施的情況，描述SY公司利用定制化的產(chǎn)品研發(fā)及客戶服務(wù)策略，進行市場開拓及客戶關(guān)系管理，并通過軟件系統(tǒng)、組織保證，人員觀念的改變等方法將與之相關(guān)的作業(yè)流程進行標準化，確保系統(tǒng)長期有效的運行。
[Abstract]:Today, with the rapid development of economic globalization and information technology, the business environment and market are undergoing tremendous changes, and the market competition is becoming more and more fierce, which makes the enterprises face unprecedented challenges. More and more enterprises are aware that customers have developed into one of the most valuable resources for enterprises to improve customer satisfaction, retain old customers, and develop new customers. The establishment of strategic win-win partnership with customers is the foundation of sustainable business, so customer relationship management strategy has become an important part of business strategy today. The essence of customer relationship management (CRM) is to improve the relationship between the company and customers through systematic methods, to meet the individual needs of customers with high quality products and services, and to win the recognition of customers and win the market and profits. A good customer relationship management strategy will help enterprises to manage and comprehensively use the most valuable customer data, thus more comprehensive analysis of the customer's related historical data resume, and estimate the future trends of customer demand. Further improve customer service process, improve customer satisfaction, enhance customer loyalty. At the same time, CRM can help enterprises to win back customers from competitors, retain customers for a long time, and maximize the value of customers. Through modern information technology-CRM software system, it can also standardize related business processes. To optimize the efficiency of system operation, to provide information sharing platform within the company, to improve the working ability of employees, to promote the growth of enterprises, and to bring more profits. Based on the research results of many experts and scholars, this paper selects SY Company, which is served by the author, as the research object, and briefly analyzes the current market situation of LED lighting industry and the implementation of CRM by industry customers. This paper describes the SY company's application of customized product development and customer service strategy to market development and customer relationship management, and standardizes the related work flow through software system, organization assurance, personnel concept change and so on. Ensure long-term and efficient operation of the system.
【學位授予單位】：蘇州大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F272;F426.6

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