【摘要】：隨著生產(chǎn)力的不斷解放和商品經(jīng)濟(jì)的發(fā)展，商業(yè)已遍及世界各個(gè)角落，每一個(gè)人都生活中世界商業(yè)這個(gè)大的環(huán)境中，傳統(tǒng)的生產(chǎn)營(yíng)銷(xiāo)理論也跟隨著時(shí)代和現(xiàn)實(shí)情況有所轉(zhuǎn)變，企業(yè)的生產(chǎn)以不再是生產(chǎn)出去的產(chǎn)品都能銷(xiāo)售出去這種以生產(chǎn)為主的商業(yè)環(huán)境了，主動(dòng)權(quán)已經(jīng)移到客戶(hù)或者消費(fèi)者手中了，由于物質(zhì)的極大豐富，消費(fèi)者或買(mǎi)者成為市場(chǎng)交易活動(dòng)的掌控者。 當(dāng)今，每一家企業(yè)都把客戶(hù)資源當(dāng)做企業(yè)發(fā)展的前提要素，“客戶(hù)就是上帝”，“一切為了客戶(hù)”這種新的商業(yè)營(yíng)銷(xiāo)理念已深入人心，得到普遍的認(rèn)可和接受。隨著世界經(jīng)濟(jì)一體化進(jìn)展的推進(jìn)，商業(yè)環(huán)境的競(jìng)爭(zhēng)日趨激烈，每一個(gè)行業(yè)、價(jià)值鏈的每一個(gè)環(huán)節(jié)都有很多競(jìng)爭(zhēng)者。在面對(duì)這種情況下，企業(yè)不能不重視客戶(hù)資源的挖掘和利用，他們從關(guān)注企業(yè)內(nèi)部?jī)r(jià)值鏈慢慢轉(zhuǎn)向企業(yè)外部?jī)r(jià)值鏈的重視。單一的價(jià)值提供不再具有明顯的競(jìng)爭(zhēng)力，只有從整個(gè)價(jià)值鏈的完善和打造中才能維持長(zhǎng)久而主動(dòng)的競(jìng)爭(zhēng)優(yōu)勢(shì)，客戶(hù)是企業(yè)外部?jī)r(jià)值鏈中的重要環(huán)節(jié)，是企業(yè)的產(chǎn)品或服務(wù)轉(zhuǎn)變通往市場(chǎng)，從而轉(zhuǎn)變?yōu)橘Y金，實(shí)現(xiàn)價(jià)值鏈的連續(xù)和循環(huán)的關(guān)鍵一步，那么如何維持有效的客戶(hù)關(guān)系，并對(duì)客戶(hù)價(jià)值有自己的判斷，為企業(yè)能夠合理分配資源，培育客戶(hù)價(jià)值就是任何一個(gè)企業(yè)都必須解決的重要課題。 本文從就是依據(jù)邁克爾·波特價(jià)值鏈的理論，闡述客戶(hù)在價(jià)值鏈中的地位，對(duì)價(jià)值鏈的影響。通過(guò)對(duì)價(jià)值鏈和客戶(hù)關(guān)系相關(guān)文獻(xiàn)理論的回顧，分析企業(yè)內(nèi)外部?jī)r(jià)值鏈，提出客戶(hù)關(guān)系管理的核心是客戶(hù)價(jià)值管理，并構(gòu)建價(jià)值鏈CRM模型。在深入剖析H企業(yè)客戶(hù)關(guān)系管理的特點(diǎn)和現(xiàn)狀的基礎(chǔ)上，構(gòu)建了基于價(jià)值鏈視角下客戶(hù)價(jià)值評(píng)價(jià)模型體系，以H企業(yè)為案例，搜集相關(guān)數(shù)據(jù)作為分析，通過(guò)層次分析法得出分?jǐn)?shù)和排名，，并提出相應(yīng)的對(duì)策，旨在幫助企業(yè)對(duì)其客戶(hù)有更深入的了解的同時(shí)，為企業(yè)管理客戶(hù)提供一種現(xiàn)實(shí)的可參考的理論方法。
[Abstract]:With the unceasing liberation of productive forces and the development of commodity economy, commerce has spread all over the world. Everyone lives in the big environment of world commerce, and the traditional production and marketing theory also changes with the times and reality. The production of enterprises can be sold in such a production-oriented business environment as no longer the products produced out. The initiative has been transferred to the hands of customers or consumers, because of the great abundance of materials. A consumer or a buyer becomes the master of market trading activities. Nowadays, every enterprise regards the customer resource as the prerequisite element of the enterprise development, "the customer is the God", "all for the customer" this kind of new commercial marketing idea has been deeply popular, obtains the universal recognition and the acceptance. With the development of the world economic integration, the competition in the business environment is becoming more and more fierce. There are many competitors in every industry and every link of the value chain. In the face of this situation, enterprises can not but attach importance to the mining and utilization of customer resources, they are slowly changing from paying attention to the internal value chain of enterprises to the attention of the external value chain. The single value supply is no longer obviously competitive, only from the improvement and creation of the whole value chain can we maintain a long-term and active competitive advantage. Customers are an important link in the external value chain of an enterprise. It is a key step for a company to transform its products or services to the market, thereby turning them into funds, and realizing the continuity and cycle of the value chain, so how to maintain an effective customer relationship and have its own judgment on customer value, It is an important task for any enterprise to allocate resources reasonably and cultivate customer value. According to Michael Porter's theory of value chain, this paper expounds customer's position in value chain and its influence on value chain. By reviewing the theory of value chain and customer relationship related literature, this paper analyzes the internal and external value chain of enterprises, puts forward that the core of customer relationship management is customer value management, and constructs the value chain CRM model. On the basis of deeply analyzing the characteristics and present situation of customer relationship management in H enterprise, this paper constructs a customer value evaluation model system based on value chain perspective, taking H enterprise as a case, collecting relevant data as an analysis. Through analytic hierarchy process (AHP) score and ranking are obtained and corresponding countermeasures are put forward in order to help enterprises understand their customers more deeply and at the same time to provide a practical theoretical method for the management of customers.
【學(xué)位授予單位】：陜西科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274

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