本文選題：客戶關(guān)系管理 + 石化行業(yè)��； 參考：《大連理工大學(xué)》2015年碩士論文

【摘要】：2004年,大連里瓦泵業(yè)有限公司(簡稱LEWA公司),在中國大連成立合資廠,產(chǎn)品從德國總部引進(jìn),可為國內(nèi)油氣、石化和化工行業(yè)提供國際領(lǐng)先的計(jì)量泵產(chǎn)品及服務(wù)。國內(nèi)市場營銷主要采用貼近客戶的直銷模式,公司經(jīng)過在國內(nèi)市場10多年的發(fā)展,建立了自己獨(dú)立的客戶關(guān)系管理體系。市場份額逐漸擴(kuò)大到30%,擁有一定的市場知名度。隨著外部行業(yè)發(fā)展日趨成熟增速放緩、競爭對手的發(fā)展,導(dǎo)致產(chǎn)品的市場競爭日漸加劇。另外隨著公司在目標(biāo)市場的積累和客戶數(shù)量的增加和公司資源的限制,近年也暴露出越來越多關(guān)于的客戶關(guān)系問題。如何與客戶建立長期業(yè)務(wù)合作,如何提升客戶對產(chǎn)品的滿意度,最后形成客戶對公司品牌的信賴。使公司在未來能夠獲得在行業(yè)持續(xù)穩(wěn)固的發(fā)展,成為目前公司首要關(guān)心的問題。本文以客戶關(guān)系管理(Customer Relations Management, CRM)作為本文的理論基礎(chǔ),列出公司在近年客戶關(guān)系管理過程中發(fā)生的三個(gè)典型問題案例,“重要客戶流失事件”、“設(shè)備零件仿造事件”、“銷售人員圍標(biāo)事件”,這三個(gè)典型的問題案例指出公司在客戶服務(wù)、價(jià)格機(jī)制、市場管理方面一定程度上所存在的問題,通過對案例問題的描述和分析來進(jìn)一步對LEWA公司客戶關(guān)系管理體系的發(fā)展歷程和現(xiàn)狀進(jìn)行研究。最后按照客戶關(guān)系管理的理念,并以公司現(xiàn)有的客戶關(guān)系管理體系為基礎(chǔ),提出通過對目標(biāo)市場客戶進(jìn)行細(xì)分,設(shè)計(jì)出切實(shí)可行的客戶關(guān)系管理體系完善方案,整合公司的優(yōu)勢資源,在客戶細(xì)分的基礎(chǔ)上對客戶實(shí)行差異化管理,便于在不同程度上滿足各類客戶群的購買使用需求,從而實(shí)現(xiàn)公司優(yōu)質(zhì)客戶資源能夠得到長期有效地鞏固和發(fā)展。通過本文研究希望為公司能在目標(biāo)市場的鞏固和增長提供新的動(dòng)力。同時(shí)也希望LEWA公司能更好的服務(wù)于國內(nèi)客戶。
[Abstract]:In 2004, Dalian Liwa pump Co., Ltd (LEWA) set up a joint venture factory in Dalian, China. The products were imported from German headquarters, which can provide international leading metering pump products and services for domestic oil, gas, petrochemical and chemical industries. The domestic marketing mainly adopts the direct selling mode close to the customers. After more than 10 years development in the domestic market, the company has established its own independent customer relationship management system. Market share gradually expanded to 30 points, has a certain market awareness. With the development of external industry and the development of competitors, the market competition of products is becoming more and more intense. In addition, with the accumulation of the company in the target market, the increase of the number of customers and the limitation of the company's resources, more and more problems about the customer relationship have been exposed in recent years. How to establish long-term business cooperation with customers, how to enhance customer satisfaction with products, and finally form customer trust in the company brand. To enable the company in the future to achieve a sustained and stable development in the industry, become the company's primary concern. Based on customer Relations Management, CRM), this paper lists three typical problems in the process of customer relationship management, such as "important customer loss event", "equipment parts imitation event", and so on. These three typical problem cases point to the company's problems in terms of customer service, price mechanism, and market management to a certain extent. Through the description and analysis of the case, this paper further studies the development course and present situation of customer relationship management system of LEWA Company. Finally, according to the concept of customer relationship management, and based on the existing customer relationship management system of the company, this paper proposes a feasible scheme to improve customer relationship management system by subdividing the customers in the target market. Integration of the company's superior resources, on the basis of customer segmentation on the basis of customer differentiation management, in order to meet the various customer groups in varying degrees of purchase and use needs, In order to achieve the company's high-quality customer resources can be effectively and long-term consolidation and development. Through this study, we hope to provide new impetus for the company to consolidate and grow in the target market. At the same time, we also hope that LEWA can better serve domestic customers.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F426.4

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本文編號：1947241