【摘要】：隨著市場競爭由產品的競爭轉向服務品牌的競爭,與客戶建立持續(xù)性的合作關系顯得尤為必要。誰在市場上掌握充分地客戶資源,誰就能在市場競爭中處于有利地位,而政府作為一類特殊的客戶,對企業(yè)的發(fā)展產生重要影響。政府是國家權力的執(zhí)行機構,也是國家以及社會總體利益的代表。因而企業(yè)應該重視政府客戶關系管理,這不僅能讓企業(yè)順利實現產品營銷,實現利潤增長,更重要的是與政府保持長期的合作關系,可保證企業(yè)未來持續(xù)性利潤增長,有利于企業(yè)市場競爭優(yōu)勢的建立。由于目前政府客戶關系管理方面的研究十分有限,且政府客戶與其他類型客戶存在差異,研究上存在難度。本文以惠普公司政府客戶關系管理為研究實例,具體分析該公司的客戶維護經驗和新形式下所面臨的挑戰(zhàn)及應對,為國內其他企業(yè)更好加強政府關系管理提供參考。本文首先梳理了客戶關系管理理論及發(fā)展。概述客戶關系管理相關概念及理論,對于政府客戶關系管理而言,它與CRM在服務的理念上均是堅持以客戶為核心,但政府客戶關系管理也具有自身獨特的一面,主要表現政府主體地位的特殊性、政府關系管理目標的差異性以及政府關系管理影響的特殊性等方面。其次分析了我國政府采購制度的現狀、政府采購制度的變化對企業(yè)客戶關系管理的影響。再次分析了惠普中國政府客戶關系管理。通過對惠普中國的分析,結果表明在政府采購規(guī)模不斷擴大的市場環(huán)境下,盡管面臨來自競爭對手的壓力,但惠普依靠自身的產品及創(chuàng)新優(yōu)勢,促進產品的合理布局,擴大了市場份額。針對政府客戶,惠普的關系管理主要體現在以下幾方面：其一專注產品創(chuàng)新,立足本土特色；其二引領綠色科技,契合政府需求；其三完善的金牌服務,舒適的客戶體驗；其四共謀合作,共贏未來。接著研究了惠普公司在新市場環(huán)境下所面臨的挑戰(zhàn)。分析新的政府采購模式、電子商務的興起以及負面事件對惠普公司客戶關系管理方面的挑戰(zhàn)。最后總結了惠普公司政府客戶關系管理的經驗。惠普公司在對政府客戶關系管理過程中,注重以客戶為中心,加強產品變革與創(chuàng)新；加強與政府客戶技術或事務合作；提供超預期的優(yōu)質服務；敏銳地分析政府需求特色。本文通過對惠普公司對政府客戶關系管理的研究,筆者認為公司加強政府客戶關系管理的核心是堅持以客戶為中心。對于企業(yè)來說客戶的價值程度直接影響到企業(yè)利潤的最大化,如何維護并充分利用好客戶帶來的預期價值就顯得至關重要,公司可憑借自身特點,開展產品創(chuàng)新、服務創(chuàng)新、科技創(chuàng)新來維系好客戶群體。
[Abstract]:With the market competition changing from the competition of products to the competition of service brands, it is particularly necessary to establish a continuous cooperative relationship with customers. Who grasps the customer resources adequately in the market, who can be in the advantageous position in the market competition, and the government, as a kind of special customer, has an important influence on the development of the enterprise. The government is the executive organ of the state power, and also the representative of the state and the general interests of the society. Therefore, enterprises should attach importance to government customer relationship management, which can not only make enterprises realize product marketing smoothly and realize profit growth, but also maintain long-term cooperative relationship with the government, which can ensure the sustained profit growth in the future. Is advantageous to the enterprise market competition superiority establishment. Due to the limited research on government customer relationship management and the differences between government customers and other types of customers, the research is difficult. Taking the government customer relationship management of Hewlett-Packard Company as an example, this paper analyzes the customer maintenance experience and the challenges faced by Hewlett-Packard Company in the new form, and provides a reference for other domestic enterprises to strengthen government relationship management. This article first combs the customer relationship management theory and the development. This paper summarizes the related concepts and theories of customer relationship management. For the government customer relationship management, it and CRM insist on taking customer as the core in the concept of service, but the government customer relationship management also has its own unique side. It mainly shows the particularity of the main body position of the government, the difference of the goal of the government relationship management and the particularity of the influence of the government relationship management. Secondly, it analyzes the current situation of our government procurement system, and the influence of the change of government procurement system on enterprise customer relationship management. Again analyzed HP China government customer relationship management. Through the analysis of HP China, the results show that in the market environment of government procurement scale expanding, despite the pressure from competitors, HP relies on its own products and innovative advantages to promote the rational distribution of products. Increased market share. For government customers, HP's relationship management is mainly reflected in the following aspects: first, focus on product innovation, based on local characteristics; second, lead green technology to meet the needs of the government; Its four collusive cooperation, win-win future. Then it studies the challenges that HP faces in the new market environment. Analysis of the new government procurement model, the rise of e-commerce and negative events to HP customer relationship management challenges. Finally, the experience of government customer relationship management of Hewlett-Packard Company is summarized. In the process of government customer relationship management, Hewlett-Packard Company pays attention to the customer center, strengthens the product innovation and innovation, strengthens the cooperation with the government customer technology or affairs, provides the surpassing quality service, and analyses the government demand characteristic acutely. Through the research on the government customer relationship management of Hewlett-Packard Company, the author thinks that the core of the government customer relationship management is to insist on taking the customer as the center. For enterprises, the value of customers directly affects the maximization of enterprise profits. How to maintain and fully utilize the expected value brought by customers is very important. The company can carry out product innovation and service innovation by virtue of its own characteristics. Technology innovation to maintain a good customer base.
【學位授予單位】：西南財經大學
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：F274

【引證文獻】

相關碩士學位論文 前1條

1 姜錦婷;電信科學技術第一研究所有限公司品牌形象塑造研究[D];蘭州大學;2018年

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本文編號：2326713