【摘要】：在當今全球經濟的大環(huán)境中，“過�！被颉跋鄬^�！币殉蔀槿蚪洕幕咎卣�，滲透到每一個行業(yè)中，同質化產品和服務充斥著市場，企業(yè)面臨越來越大的生存壓力，越來越多企業(yè)逐漸重視客戶關系管理。近年來隨著建設集團油田外部市場份額的不斷擴大，每年承攬的施工項目數量也越來越多，客戶日趨增多，客戶關系管理還停留在傳統(tǒng)的管理模式中，沒有專業(yè)的客戶關系管理體系；隨著市場競爭環(huán)境的日益激烈，客戶流失現象也日趨嚴重。傳統(tǒng)的客戶關系管理工作流程已經很難適應e當今d 建設集團快速發(fā)展的現狀，如何科學有效地管理客戶關系成為本集團目前迫切要解決的問題。 本文從客戶關系管理及項目化管理的內容和國內外研究現狀入手，闡述客戶關系項目化管理的相關理論。然后簡要介紹了大慶油田建設集團客戶關系管理工作的現狀。通過對大慶油田建設集團客戶關系管理工作情況的梳理，發(fā)現了不少有待于解決的問題，包括：沒有樹立以客戶為核心的思想、沒有形成關鍵客戶（大客戶）的營銷策略、沒有建立專業(yè)的客戶關系管理流程等，進而分析了大慶油田建設集團客戶資源項目化管理的必要性和可行性。最后根據建設集團客戶關系管理的實際工作，提出構建大慶油田建設集團客戶關系項目化管理體系，圍繞構建體系展開論述，包括：大慶油田建設集團客戶關系項目化管理戰(zhàn)略的制定、企業(yè)文化的變革、組織結構的設計、業(yè)務流程的設計、CRM信息平臺的開發(fā)等。通過整套體系的設計，把客戶關系管理工作看作一個項目來實施管理運作，希望能達到規(guī)范流程管理，提高客戶關系管理效率，提高客戶滿意度的預期目標，為企業(yè)保持和獲得更多忠誠客戶，進而提升本集團的綜合競爭實力。
文內圖片：
圖片說明：大慶油田建設集團客戶細分依據在建設集團傳統(tǒng)的客戶管理中，對客戶的分類很粗獷，如大型客戶、小型客戶，，ed
[Abstract]:In the current global economic environment, "excess" or "relative surplus" has become the basic characteristics of the global economy. After permeating every industry, homogeneous products and services are full of markets, enterprises are facing more and more survival pressure, and more enterprises pay more and more attention to customer relationship management. In recent years, with the continuous expansion of the external market share of the oil field of the Construction Group, the number of construction projects contracted every year is also increasing, the customer relationship management is still in the traditional management mode, there is no professional customer relationship management system, with the increasingly fierce market competition environment, the phenomenon of customer loss is becoming more and more serious. The traditional customer relationship management workflow has been difficult to adapt to the current situation of the rapid development of e construction group. How to manage customer relationship scientifically and effectively has become an urgent problem to be solved in the group at present. Starting with the content of customer relationship management and project management and the research status at home and abroad, this paper expounds the related theories of customer relationship project management. Then it briefly introduces the present situation of customer relationship management in Daqing Oilfield Construction Group. Through combing the situation of customer relationship management in Daqing Oilfield Construction Group, this paper finds out many problems to be solved, including: not setting up the idea of taking customer as the core, not forming the marketing strategy of key customer (big customer), not establishing professional customer relationship management process, etc., and then analyzing the necessity and feasibility of customer resource project management of Daqing Oilfield Construction Group. Finally, according to the actual work of customer relationship management of construction group, this paper puts forward the construction of customer relationship project management system of Daqing oil field construction group, and discusses the construction system, including the formulation of customer relationship project management strategy of Daqing oil field construction group, the change of enterprise culture, the design of organizational structure, the design of business process, the development of CRM information platform and so on. Through the design of the whole system, the customer relationship management is regarded as a project to carry out the management operation, hoping to achieve the expected goal of standardizing process management, improving the efficiency of customer relationship management, improving customer satisfaction, maintaining and obtaining more loyal customers for the enterprise, and then enhancing the comprehensive competitive strength of the group.
【學位授予單位】：東北石油大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.2

【參考文獻】

相關期刊論文 前10條

1 張U

本文編號：2510324