本文選題：營(yíng)銷管理　切入點(diǎn)：客戶關(guān)系管理　出處：《華南理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著經(jīng)濟(jì)的發(fā)展、物質(zhì)產(chǎn)品的極大豐富和人們生活水平的提高，人們?cè)诨镜男枨鬂M足之后，已逐漸追求更高層次的、精神上的滿足感。因此，企業(yè)若單憑某些單一層次上的競(jìng)爭(zhēng)，如局部的產(chǎn)品競(jìng)爭(zhēng)、價(jià)格競(jìng)爭(zhēng)和資源競(jìng)爭(zhēng)等來(lái)參與商戰(zhàn)，勢(shì)必會(huì)南轅北轍，須將目光投向那些能夠全方位展現(xiàn)企業(yè)整體實(shí)力的競(jìng)爭(zhēng)，特別是客戶這個(gè)各個(gè)行業(yè)激烈爭(zhēng)奪的稀缺性資源。誰(shuí)掌握了客戶，誰(shuí)就擁有了市場(chǎng)份額。然而面對(duì)消費(fèi)訴求各不相同的客戶群體，如何采取針對(duì)性的策略進(jìn)行有效的管理就成為值得研究的課題。 進(jìn)口家居建材代理公司特性是沒(méi)有自己生產(chǎn)的產(chǎn)品，只是營(yíng)銷所代理的國(guó)外產(chǎn)品，于是乎它的營(yíng)銷顯得至關(guān)重要。另外，此類公司的消費(fèi)群體為高端客戶，而高端客戶的維系、滿意度的提升、再次購(gòu)買(mǎi)率以及客戶的轉(zhuǎn)介紹等，則直接會(huì)影響銷售業(yè)績(jī)。所以其客戶關(guān)系管理顯得尤為重要。 M家居建材公司作為世界高端建材品牌進(jìn)入中國(guó)的重要戰(zhàn)略合作伙伴，，是家居建材行業(yè)企業(yè)的一個(gè)縮影。作者在文中對(duì)該公司客戶管理現(xiàn)狀進(jìn)行了細(xì)致的分析并提出了相應(yīng)的對(duì)策。作者通過(guò)運(yùn)用客戶關(guān)系管理以及營(yíng)銷管理的理論，結(jié)合實(shí)地走訪等對(duì)M家居建材公司的內(nèi)外部競(jìng)爭(zhēng)環(huán)境、以及企業(yè)內(nèi)部的客戶管理現(xiàn)狀等進(jìn)行分析，發(fā)現(xiàn)其存在的問(wèn)題，進(jìn)而提出建設(shè)性的改進(jìn)建議，以此提高M(jìn)家居建材公司整體客戶管理效率和核心競(jìng)爭(zhēng)力，從而使得該公司占領(lǐng)更多的市場(chǎng)份額。
[Abstract]:With the development of economy, the great wealth of material products and improve the living standards of people, people on the basic needs, has been the pursuit of a higher level of mental satisfaction. Therefore, if enterprises with certain single level of competition, such as local product competition, price competition and resource competition to participate in the war, is bound to be different, to be eyeing who can show the overall strength of enterprises all-round competition, especially in the fierce competition for customers in various industries of the scarcity of resources. Who mastered the customer, who has a market share. However, in the face of consumer demands of different customer groups, to take targeted strategies for effective management has become a topic worthy of study.
The import of building materials company Home Furnishing properties are not only their own products, marketing agents of foreign products, so it is essential to marketing. In addition, the company's consumer groups for high-end customers, while maintaining high-end customers, enhance the satisfaction, re purchase rate and customer referrals, directly will sales. So the customer relationship management is particularly important.
M Home Furnishing building materials company as the world's high-end brand building materials into the important strategic partner China, is a microcosm of Home Furnishing building materials industry enterprises. In this paper the status quo of management of the company's customers are analyzed and put forward corresponding countermeasures. The author makes use of customer relationship management and marketing management theory, combined with field visits on the M Home Furnishing building materials company's internal and external competition environment and internal customer management situation analysis, find out the existing problems, and puts forward constructive suggestions for improvement, in order to improve the M Home Furnishing building materials company overall customer management efficiency and core competitiveness, so as to enable the company to occupy more market share.

【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.92

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本文編號(hào)：1581946