本文選題：株洲市煙草公司 + 零售終端��； 參考：《湖南大學(xué)》2015年碩士論文

【摘要】：煙草行業(yè)從經(jīng)營、專賣“兩網(wǎng)”建設(shè)初期開始,實(shí)行的客戶管理是單向的、生硬的服務(wù)加行政管理。那時(shí)的管理是建立在網(wǎng)點(diǎn),即批發(fā)部和稽查中隊(duì)駐點(diǎn)管理,所謂的服務(wù)就是單純的送貨上門、簡單的稽查監(jiān)管。隨著時(shí)代的發(fā)展�！芭c客戶共創(chuàng)成功”理念,成為構(gòu)建和諧煙草的一大法寶。零售終端客戶關(guān)系管理,它是一切營銷、專賣管理的出發(fā)點(diǎn),是提高經(jīng)營業(yè)績、保持市場凈化率的必要手段；是連接行業(yè)與客戶、消費(fèi)者的紐帶,也是樹立企業(yè)形象,提高行業(yè)知名度的有效措施。本文以株洲市煙草公司為例,研究了零售終端的客戶關(guān)系管理,首先描述研究背景的基礎(chǔ)上,提出本文研究的問題及其意義,對本文的理論基礎(chǔ)和文獻(xiàn)綜述進(jìn)行闡述,并明確研究思路及研究方法。接著闡述了株洲市煙草零售終端建設(shè)現(xiàn)狀及存在的問題分析。介紹了株洲市煙草公司基本情況介紹、株洲市零售終端建設(shè)現(xiàn)狀分析以及株洲市煙草公司零售終端客戶關(guān)系管理存在的不足和問題原因分析。隨后,文章進(jìn)行了株洲市煙草零售終端客戶關(guān)系管理方案的設(shè)計(jì)。這是全文的核心部分,從設(shè)計(jì)入手,對零售終端客戶信息數(shù)據(jù)庫、零售終端客戶服務(wù)與指導(dǎo)、零售終端客戶滿意度管理和零售終端聯(lián)動(dòng)體系設(shè)計(jì)等方面進(jìn)行設(shè)計(jì)。文章的最后提出了株洲市煙草零售終端客戶關(guān)系管理改進(jìn)方案的實(shí)施保障。本章將根據(jù)客戶關(guān)系管理改進(jìn)方案實(shí)施后制定相應(yīng)的保障措施,包括營銷組織架構(gòu)、企業(yè)文化建設(shè)、績效管理方案等方面進(jìn)行保障。通過對株洲市煙草公司零售終端客戶關(guān)系管理的研究和相關(guān)策略制定,對公司的長遠(yuǎn)發(fā)展有重大的實(shí)際意義,并對其他煙草商業(yè)企業(yè)的零售終端建設(shè)有一定參考價(jià)值。卷煙零售客戶是煙草經(jīng)濟(jì)活動(dòng)的終端體,也是創(chuàng)造煙草產(chǎn)值和財(cái)富的最重要的載體,可以說,它是煙草行業(yè)發(fā)展中的重要組成部份和資源。搞好零售客戶終端客戶關(guān)系管理,必須樹立好依靠自身和客戶的經(jīng)營理念,通過內(nèi)、外部全體成員的共同努力,才能創(chuàng)造出美好的、輝煌的行業(yè)發(fā)展與業(yè)績。
[Abstract]:From the beginning of the operation of the tobacco industry and the initial construction of the "two net" construction, the customer management is one way, the hard service and the administrative management. At that time, the management was established in the network, that is, the wholesale department and the Inspection Squadron standing point management, the so-called service is simple delivery, simple inspection and supervision. With the development of the times, "with the customer. The concept of "creating success together" has become a great magic weapon for building harmonious tobacco. The retail terminal customer relationship management is the starting point of all marketing and monopoly management. It is the necessary means to improve the operating performance and maintain the market purification rate; it is the link between the connection industry and the customer and the consumer. It is also an effective way to establish the corporate image and improve the reputation of the industry. Taking the Zhuzhou tobacco companies as an example, this paper studies the customer relationship management of the retail terminal, first describes the research background, puts forward the problems and significance of the study, expounds the theoretical basis and literature review of this article, and clarifies the research ideas and research methods. Then, it expounds the construction of the tobacco retail terminal in Zhuzhou. The present situation and the existing problems are analyzed. The basic situation of Zhuzhou tobacco companies, the current situation analysis of the retail terminal construction in Zhuzhou city and the shortcomings of the customer relationship management in the retail terminal of the tobacco companies in Zhuzhou and the reasons for the problems are analyzed. Then, the article carries out the design of the customer relationship management scheme for the retail terminal of tobacco grass in Zhuzhou. This is the core part of the full text. From the design, it designs the retail terminal customer information database, the retail terminal customer service and guidance, the retail terminal customer satisfaction management and the retail terminal linkage system design. Finally, the article puts forward the implementation guarantee of the improvement scheme of the Zhuzhou tobacco zero sale terminal customer relationship management. This chapter will make the corresponding safeguard measures, including marketing organization structure, enterprise culture construction, performance management plan, and so on. Through the research and related strategy of the Zhuzhou tobacco companies retail terminal customer relationship management, it will have a great effect on the long-term development of the company. It has a certain reference value for the construction of the retail terminal of other tobacco business enterprises. The cigarette retail customer is the terminal body of the tobacco economic activity and the most important carrier to create the output value and wealth of tobacco. It can be said that it is an important component and resource in the development of the tobacco industry. In order to create a better and brilliant industry development and performance, we must build up a good business concept that depends on itself and the customers, and through the joint efforts of all the outside members.

【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F721;F274

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本文編號：1812476