本文關(guān)鍵詞：S公司的客戶關(guān)系管理研究，由筆耕文化傳播整理發(fā)布。

【摘要】：自20世紀(jì)90年代以來(lái),隨著服務(wù)經(jīng)濟(jì)的迅猛發(fā)展,許多世界知名企業(yè)領(lǐng)先覺(jué)悟到,客戶關(guān)系管理是一種促進(jìn)企業(yè)業(yè)務(wù)發(fā)展的新方式,也是通過(guò)了解與滿足客戶的需要而增加企業(yè)收入的新技術(shù)。而對(duì)于特定行業(yè)工業(yè)品制造企業(yè)的客戶關(guān)系管理,目前相關(guān)的文獻(xiàn)對(duì)其認(rèn)識(shí)還很有限和零散。如何使企業(yè)從交易導(dǎo)向轉(zhuǎn)變到為客戶創(chuàng)造價(jià)值導(dǎo)向,尋找新的差異化的服務(wù)競(jìng)爭(zhēng)能力,已成為現(xiàn)代工業(yè)品制造企業(yè)認(rèn)真考慮的現(xiàn)實(shí)問(wèn)題。非輪胎類橡膠制品是橡膠制品中的一個(gè)重要分支,廣泛應(yīng)用于工業(yè)、農(nóng)業(yè)、建筑、汽車、電子、化工、醫(yī)療、航空航天、船舶等各行各業(yè),與人民的生活密切相關(guān)。國(guó)內(nèi)外橡膠制品市場(chǎng)異�；钴S,消費(fèi)和進(jìn)口需求旺盛,基本有機(jī)器轉(zhuǎn)動(dòng)的地方都會(huì)有橡膠件的存在。本文選取非輪胎類橡膠制品行業(yè)中的S企業(yè)為案例研究對(duì)象,深入探討了服務(wù)化視角下,S企業(yè)持續(xù)客戶關(guān)系管理的現(xiàn)狀和目前瓶頸�；趯�(duì)案例材料的多層追蹤分析和對(duì)非輪胎類橡膠制品的行業(yè)剖析,其沒(méi)有自己的特定產(chǎn)品,全依賴于客戶產(chǎn)品上的需求而研發(fā)生產(chǎn),為客戶的特定產(chǎn)品配套和服務(wù),而顧客需求也不斷呈現(xiàn)出差異化和個(gè)性化的趨勢(shì),傳統(tǒng)的營(yíng)銷理論和實(shí)踐逐漸表現(xiàn)出其自身的局限性,應(yīng)被更為完善的服務(wù)體系所代替。本文通過(guò)對(duì)S的客戶關(guān)系管理價(jià)值鏈分析、4C營(yíng)銷理論分析、“波特五力”行業(yè)競(jìng)爭(zhēng)模型等研究方法,分析S企業(yè)客戶關(guān)系管理的成果和目前所面臨的結(jié)癥,對(duì)S企業(yè)的CRM管理提出優(yōu)化建議,快速響應(yīng)客戶個(gè)性化的需求,對(duì)重�？蛻暨M(jìn)行維持和保持。提出S公司應(yīng)該推進(jìn)領(lǐng)先工程,從“全方位為客戶服務(wù)”到“為客戶創(chuàng)造價(jià)值”轉(zhuǎn)型的客戶關(guān)系管理理念。本文針對(duì)性的提出了改善S企業(yè)進(jìn)行客戶關(guān)系管理的幾點(diǎn)基礎(chǔ)措施,對(duì)企業(yè)策略、業(yè)務(wù)流程、企業(yè)文化等進(jìn)行重新的梳理與完善,對(duì)信息技術(shù)進(jìn)行完善改造,建立CRM的長(zhǎng)效機(jī)制等。這些建議對(duì)于企業(yè)致力于CRM管理的優(yōu)化具有較大意義的參考價(jià)值,對(duì)特定行業(yè)中工業(yè)品制品企業(yè)的客戶關(guān)系管理具有借鑒作用。
【關(guān)鍵詞】：客戶關(guān)系管理 非輪胎橡膠制品 客戶服務(wù) S企業(yè)
【學(xué)位授予單位】：廣東外語(yǔ)外貿(mào)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F274;F426.72
【目錄】：

• ACKNOWLEDGEMENTS4-5
• ABSTRACT5-7
• 摘要7-19
• 1 Introduction19-23
• 1.1 Research Background19-20
• 1.2 Research Meaning and Purpose20-21
• 1.3 Research Methodology21
• 1.4 Research Framework21-23
• 2 Literature Review23-35
• 2.1 Theories on the Customer Relationship Management23-30
• 2.1.1 Literature review of the theories on the CRM combined with domestic andoverseas23-28
• 2.1.2 Significance of the CRM to Enterprises28-30
• 2.2 Researches on the Enterprise Marketing of Industrial Products30-33
• 2.2.1 Related concepts30
• 2.2.2 Featured of the Enterprise marketing of industrial products30-32
• 2.2.3 Value analysis of CRM in the industrial product Enterprises32-33
• 2.3 Analysis Tools33-35
• 1 Value Chain Analysis Method33
• 2 The Marketing Theory of 4Cs33
• 3 Michael Porter's Five Forces Model33-35
• 3 Case Description35-48
• 3.1 Industrial Features of NTR products35-37
• 3.1.1 Introduction to rubber industry35-36
• 3.1.2 Industrial features36
• 3.1.3 Industrial barriers36-37
• 3.2 Basic Information of S Company37-42
• 3.2.1 Introduction to S Company37-38
• 3.2.2 Organization Structure of S Company38-39
• 3.2.3 Mainly Involved Industrial Customer Group and Marketing Features39-41
• 3.2.4 Status of Corporate Culture41-42
• 3.3 Self-competitiveness status and evaluation of S Company42-45
• 3.4 CRM status of S Company45-46
• 3.5 Problems faced by S Company46-48
• 4 Case Analysis48-61
• 4.1 4C marketing analysis of S Company48-49
• 4.2 Competition situation analysis of S Company49-52
• 4.3 Value chain analysis of S Company on the basis of CRM52-54
• 4.4 Analysis of S Company's operating conditions54-58
• 4.4.1 Analysis of operating conditions54-56
• 4.4.2 Analysis of customer satisfaction56-58
• 4.5 Problems of S Company's CRM58-61
• 5 Strategy Research61-73
• 5.1 Design of Enterprise CRM operation mode61-62
• 5.2 Specific measure of S Company's CRM optimization62-63
• 5.3 Strategies of improving customer satisfaction and loyalty63
• 5.4 Relying on Internet + action and improving information technology63-65
• 5.5 Build a long-term mechanism of CRM65-66
• 5.6 Coordinated and interactive management of S company with the outside66-67
• 5.7 Safeguard measures of S Company's CRM improvement implementation67-73
• 5.7.1 Business process and marketing structure transformation67-69
• 5.7.2 Internal information communication process transformation69-70
• 5.7.3 Regulatory measures of CRM70-71
• 5.7.4 Effective integration of corporate culture and management philosophy ofCRM71-73
• 6 Conclusion73-76
• REFERENCE76-78
• 附錄78

  本文關(guān)鍵詞：S公司的客戶關(guān)系管理研究，由筆耕文化傳播整理發(fā)布。

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本文編號(hào)：254353