本文關(guān)鍵詞：京東商城客戶關(guān)系管理改進(jìn)研究　出處：《青島大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 電子商務(wù) 客戶關(guān)系管理 京東商城

【摘要】：在新的市場環(huán)境下,客戶關(guān)系管理已經(jīng)成為企業(yè)提高市場適應(yīng)力的重要手段�，F(xiàn)階段,網(wǎng)絡(luò)購物的盛行使電子商務(wù)越來越廣為人知,網(wǎng)絡(luò)營銷已經(jīng)進(jìn)入了一個(gè)全盛的時(shí)期。但是隨之產(chǎn)生的問題也愈加明顯,即買家與賣家在交易過程中產(chǎn)生的矛盾,如產(chǎn)品質(zhì)量、售后服務(wù)等,已經(jīng)影響到電子商務(wù)企業(yè)的健康發(fā)展,使企業(yè)——顧客關(guān)系難以為繼。因此如何解決這一矛盾,改善賣家與買家的關(guān)系成為企業(yè)客戶關(guān)系管理的主要內(nèi)容,也成為學(xué)術(shù)界一個(gè)全新的研究領(lǐng)域和新興的研究課題。本研究的目的在于以京東商城為例,分析并總結(jié)現(xiàn)實(shí)中電子商務(wù)企業(yè)在客戶關(guān)系管理中存在的主要問題,提出網(wǎng)絡(luò)營銷環(huán)境下京東商城客戶關(guān)系管理的具體策略,使京東商城在贏取新客戶、鞏固現(xiàn)有顧客,提高顧客忠誠度等方面獲得更大的成效。本文的研究不僅為目前正在從事電子商務(wù)的企業(yè),更為其他不同領(lǐng)域企業(yè)提供建立CRM的推動(dòng)力以及實(shí)施CRM的戰(zhàn)略指導(dǎo),使客戶關(guān)系管理真正成為其贏得市場競爭的有力武器。研究指出京東商城客戶關(guān)系管理存在的問題在于缺乏對(duì)顧客的全方位認(rèn)識(shí),缺乏對(duì)顧客的科學(xué)管理,客戶關(guān)系管理流程出現(xiàn)脫節(jié)現(xiàn)象,客服人員缺乏實(shí)施客戶關(guān)系管理的能力,溝通互動(dòng)不到位。分析問題的原因在于對(duì)CRM的認(rèn)識(shí)不足,資金制約,人才匱乏,新技術(shù)的風(fēng)險(xiǎn)性。對(duì)此本文提出客戶資源深度開發(fā),完善客戶關(guān)系管理軟件,創(chuàng)新營銷模式等建議。同時(shí)提出了強(qiáng)化企業(yè)文化建設(shè),優(yōu)化企業(yè)組織結(jié)構(gòu),鞏固CRM軟件建設(shè),加強(qiáng)人力資源保障力度,深化顧客研究策略,加強(qiáng)與顧客的溝通,加大顧客參與力度等客戶關(guān)系管理策略實(shí)施的保障性建議。
[Abstract]:In the new market environment, customer relationship management has become an important means for enterprises to improve market adaptability. At present, the prevalence of online shopping makes e-commerce more and more widely known. Network marketing has entered a prosperous period, but the resulting problems are increasingly obvious, that is, buyers and sellers in the process of trading contradictions, such as product quality, after-sales service and so on. Has affected the healthy development of e-commerce enterprises, making the enterprise-customer relationship difficult to continue. Therefore, how to solve this contradiction, improve the relationship between sellers and buyers has become the main content of enterprise customer relationship management. The purpose of this study is to take JingDong Mall as an example to analyze and summarize the main problems in customer relationship management of e-commerce enterprises in reality. Put forward the specific strategy of customer relationship management of JingDong Mall under the network marketing environment, make JingDong Mall win new customers and consolidate existing customers. Improve customer loyalty and other aspects to achieve greater results. This study is not only for the current engaged in e-commerce enterprises. More different areas of enterprises to provide the impetus for the establishment of CRM and the implementation of CRM strategic guidance. The study points out that the problem of customer relationship management in JingDong Mall lies in the lack of comprehensive understanding of customers and the lack of scientific management of customers. Customer relationship management process appears disjointed, customer service personnel lack the ability to implement customer relationship management, communication and interaction is not in place. The analysis of the problem lies in the lack of understanding of CRM, capital constraints, lack of talent. This paper puts forward some suggestions such as the deep development of customer resources, the perfection of customer relationship management software, the innovation of marketing mode, and so on. At the same time, it puts forward some suggestions to strengthen the construction of enterprise culture and optimize the organizational structure of enterprises. Strengthen the CRM software construction, strengthen the strength of human resources, deepen the customer research strategy, strengthen the communication with customers, increase customer participation and other customer relationship management strategy implementation recommendations.
【學(xué)位授予單位】：青島大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F724.6

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 邵成;;中小企業(yè)電子商務(wù)中的客戶關(guān)系管理研究[J];現(xiàn)代經(jīng)濟(jì)信息;2015年24期

2 朱真主;;電子商務(wù)背景下的物業(yè)客戶關(guān)系管理研究[J];當(dāng)代經(jīng)濟(jì);2015年27期

3 周晨;;電子商務(wù)下的客戶關(guān)系管理探討[J];信息化建設(shè);2015年09期

4 張文進(jìn);;電子商務(wù)環(huán)境下的客戶關(guān)系管理分析[J];雞西大學(xué)學(xué)報(bào);2015年02期

5 畢達(dá)天;邱長波;;B2C電子商務(wù)企業(yè)-客戶間互動(dòng)對(duì)客戶體驗(yàn)影響機(jī)制研究[J];中國軟科學(xué);2014年12期

6 鄭稱德;王倩;劉m翠，

本文編號(hào)：1379475