本文關(guān)鍵詞：基于客戶關(guān)系管理的株冶集團(tuán)關(guān)系營(yíng)銷策略研究　出處：《中南大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 株冶集團(tuán) 客戶價(jià)值 客戶關(guān)系管理 關(guān)系營(yíng)銷

【摘要】：在市場(chǎng)經(jīng)濟(jì)不斷拓展的背景下,不論何種產(chǎn)品,其市場(chǎng)都呈現(xiàn)出多樣化趨勢(shì),客戶亦出現(xiàn)多樣化、個(gè)性化需求,因此產(chǎn)品的市場(chǎng)競(jìng)爭(zhēng)激烈程度越來(lái)越高。在這樣的背景下,越來(lái)越多優(yōu)秀的企業(yè)意識(shí)到僅僅依靠?jī)?yōu)異的產(chǎn)品質(zhì)量并不能保證企業(yè)可以獲得持續(xù)的競(jìng)爭(zhēng)力和核心的競(jìng)爭(zhēng)優(yōu)勢(shì),客戶在市場(chǎng)的開拓和企業(yè)的發(fā)展中占據(jù)了越來(lái)越重要的地位,甚至成為了關(guān)乎公司生存和發(fā)展的關(guān)鍵資源之一。如何與客戶展開溝通,如何與客戶建立長(zhǎng)期有效穩(wěn)定可靠的合作關(guān)系,如何針對(duì)客戶展開客戶關(guān)系營(yíng)銷策略。這一系列問(wèn)題已經(jīng)成為了企業(yè)管理層尤其是營(yíng)銷管理者所不得不考慮的關(guān)鍵課題。 本文以株冶集團(tuán)為研究對(duì)象,分析了其開展“關(guān)系營(yíng)銷”策略的相關(guān)問(wèn)題。論文首先系統(tǒng)的梳理了客戶關(guān)系營(yíng)銷的相關(guān)基礎(chǔ)理論,總結(jié)出了客戶關(guān)系管理與客戶關(guān)系營(yíng)銷之間的聯(lián)系,奠定了關(guān)系營(yíng)銷策略研究的基礎(chǔ)。在此基礎(chǔ)上,分析了株冶集團(tuán)在經(jīng)營(yíng)尤其是營(yíng)銷方面遇到的困難和存在的問(wèn)題,總結(jié)出株冶集團(tuán)現(xiàn)有客戶管理方面的不足,以及現(xiàn)有客戶管理模式在市場(chǎng)營(yíng)銷方面所導(dǎo)致的后果�；谶@些事實(shí),本文認(rèn)為在客戶關(guān)系管理理念的指導(dǎo)下實(shí)行客戶關(guān)系營(yíng)銷策略可以解決上述問(wèn)題。然后,本文通過(guò)對(duì)株冶集團(tuán)的客戶關(guān)系和客戶關(guān)系管理進(jìn)行了分析,結(jié)合株冶集團(tuán)的實(shí)際情況,提出了企業(yè)實(shí)施客戶關(guān)系營(yíng)銷的五項(xiàng)具體方案：建立株冶集團(tuán)客戶信息數(shù)據(jù)庫(kù)；評(píng)估株冶集團(tuán)客戶價(jià)值和客戶細(xì)分；管理株冶集團(tuán)與客戶的關(guān)系拓展?fàn)I銷市場(chǎng)；建立長(zhǎng)期穩(wěn)定客戶關(guān)系的市場(chǎng)營(yíng)銷策略；五、建立客戶退出管理。通過(guò)建立株冶集團(tuán)的關(guān)系營(yíng)銷策略,力爭(zhēng)全面、系統(tǒng)地為株冶集團(tuán)開展客戶關(guān)系營(yíng)銷提供指導(dǎo)。 本文以株冶集團(tuán)如何發(fā)展與客戶的關(guān)系為研究核心,以提高株冶集團(tuán)的核心競(jìng)爭(zhēng)力和市場(chǎng)占有率為研究目標(biāo),詮釋了株冶集團(tuán)實(shí)施客戶關(guān)系營(yíng)銷的必要性,設(shè)計(jì)了株冶集團(tuán)實(shí)施關(guān)系營(yíng)銷策略的具體辦法,以期對(duì)株冶集團(tuán)在制定和實(shí)施營(yíng)銷策略的過(guò)程中有所幫助和借鑒。
[Abstract]:In the market economic development background, regardless of the type of product, the market is showing a trend of diversity, customers also appear diversification, personalized demand, so the product market competition more and more intense. In this background, more and more excellent corporate consciousness that only relying on excellent product quality can not guarantee enterprises you can get the core competitiveness and sustainable competitive advantage, customers in the market development and the development of enterprises plays a more and more important role, and even become one of the company's survival and development of key resources. How to communicate with customers, how to establish effective long-term stable cooperative relationship with customers, to customer relationship marketing according to the customer. This strategy launched a series of problems has become the enterprise management especially the key issues of marketing managers have to consider.
In this paper, Zhuzhou Smelter Group as the research object, analyzes the development problems related to "relationship marketing" strategy. Firstly, the system combing the basic theory of customer relationship marketing, summed up the relationship between customer relationship management and customer relationship marketing, laid the foundation of the relationship marketing strategy research. Based on this analysis. The Zhuzhou Smelter Group in business especially the marketing difficulties and problems, summed up the deficiencies of existing customer management in Zhuzhou Smelter Group, and the consequences of existing customer management pattern resulting in marketing. Based on these facts, this paper argues that the introduction of customer relationship marketing strategy in customer relationship management under the guidance of the concept of can to solve the above problems. Then, this paper based on the analysis of Zhuzhou Smelter Group Customer Relationship and customer relationship management, combined with the actual situation of Zhuzhou Smelter Group,. Out of the five specific schemes for enterprises to carry out customer relationship marketing: a line customer information database for Metallurgical Group; Zhuzhou Smelter Group assessment of customer value and customer relationship management segment; Zhuzhou Smelter Group with customers to expand marketing market; establish a long-term and stable customer relationship marketing strategy; five, the establishment of customer relationship marketing management through the exit. Strategy, establishment of Zhuzhou Smelter Group and strive to fully, systematically provide guidance for Zhuzhou Smelter Group to carry out customer relationship marketing.
In this paper, Zhuzhou Smelter Group how to develop relationships with customers as the core, to enhance the core competitiveness and market share of Zhuzhou Smelter Group as the research object, explains the necessity of Zhuzhou Smelter Group implementation of customer relationship marketing, relationship marketing strategy design of specific measures for the implementation of Zhuzhou Smelter Group, in order to Zhuzhou Smelter Group in the formulation and implementation of marketing strategies in the process of help and reference.

【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.3

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本文編號(hào)：1404924