本文選題：貨運(yùn)代理　切入點(diǎn)：客戶價值　出處：《華中農(nóng)業(yè)大學(xué)》2013年碩士論文

【摘要】：現(xiàn)在的貨運(yùn)代理市場的競爭日益激烈,跟過去相比,貨代公司的客戶角色已經(jīng)發(fā)生了巨大的變化,在以前,客戶只是接受公司提供的各種貨運(yùn)代理服務(wù),現(xiàn)在客戶的需求發(fā)生變化,并且在公司的經(jīng)營過程中參與度越來越大,經(jīng)常發(fā)現(xiàn)公司在設(shè)計航線的時候,要與客戶共同研究,邀請他們參與設(shè)計。客戶對貨運(yùn)代理行業(yè)越來越熟悉,針對不同的貨物需要采用不同的貨運(yùn)方式,因此,顧客的需求更加個性化,在面對著眾多貨運(yùn)代理公司時,顧客有了更多的選擇,因?yàn)榇砉镜姆⻊?wù)都能滿足其需求,客戶對一家企業(yè)的忠誠度日趨下降,經(jīng)常出現(xiàn)客戶轉(zhuǎn)向別的貨運(yùn)代理公司現(xiàn)象,現(xiàn)在已經(jīng)進(jìn)入了以客戶為中心的時代。同時,在大連貨運(yùn)代理行業(yè)中存在著眾多良莠不齊的貨運(yùn)代理公司,他們相互之間的競爭非常慘烈,只有企業(yè)針對不同的客戶提供個性化的服務(wù),滿足顧客不同的需求,才能夠保持住客戶,了解客戶需求就需要與客戶保持良好的關(guān)系,貨運(yùn)代理企業(yè)需要加強(qiáng)與的客戶關(guān)系,及時了解客戶,客戶關(guān)系管理在貨代企業(yè)日益重要。 本文通過對以往有關(guān)客戶關(guān)系管理的文獻(xiàn)進(jìn)行回顧,闡述了有關(guān)客戶關(guān)系管理的定義、內(nèi)涵�？蛻絷P(guān)系管理是企業(yè)是“以客戶為中心”的發(fā)展戰(zhàn)略,它采用先進(jìn)的信息技術(shù)來獲取有關(guān)顧客的信息,并以此為基礎(chǔ),通過數(shù)據(jù)分析來對顧客的需求和偏好進(jìn)行預(yù)測,根據(jù)顧客的不同需求,為顧客提供不同的產(chǎn)品或服務(wù),建立顧客關(guān)系并進(jìn)行管理,提高顧客的忠誠度,使顧客的價值達(dá)到最大,從而給公司帶來最大的利潤。關(guān)于客戶關(guān)系管理具體包涵的內(nèi)容主要有三個方面,第一講的是顧客價值,即顧客從產(chǎn)品中得到的價值；第二是關(guān)系價值,即公司維持這個客戶給公司帶來的價值；第三是信息技術(shù),就是公司實(shí)施客戶關(guān)系管理所需要的信息技術(shù)。隨后,對有關(guān)客戶關(guān)系管理中的關(guān)系營銷,客戶關(guān)系價值、客戶生命周期利潤等理論進(jìn)行介紹,特別是引入了客戶生命周期利潤作為客戶分類的基礎(chǔ),發(fā)現(xiàn)關(guān)鍵客戶,提出了針對不同客戶的管理策略。接下來,通過定性分析和實(shí)際調(diào)查闡述了DLHC國際貨運(yùn)代理公司的客戶關(guān)系管理現(xiàn)狀及存在的主要問題。結(jié)合客戶關(guān)系管理理論和DLHC的實(shí)際情況,對DLHC公司實(shí)施客戶關(guān)系管理系統(tǒng)進(jìn)行了全面的探討,設(shè)計了公司的客戶關(guān)系管理的目標(biāo)和實(shí)施步驟,建立了信息系統(tǒng),調(diào)整了組織結(jié)構(gòu),創(chuàng)新了業(yè)務(wù)流程,以提高公司客戶關(guān)系管理水平。最后,提出了加強(qiáng)企業(yè)文化和員工培訓(xùn),完善考核體系等保障客戶關(guān)系管理的順利實(shí)施的措施。 通過客戶關(guān)系管理系統(tǒng)在公司中的應(yīng)用,企業(yè)能夠科學(xué)的識別客戶,針對不同類型的客戶,提供創(chuàng)新性的服務(wù),滿足其需求,提升市場知名度,從而實(shí)現(xiàn)公司利益最大化的企業(yè)目標(biāo)。
[Abstract]:The competition in the freight forwarding market is becoming increasingly fierce. Compared with the past, the customer role of freight forwarding companies has changed dramatically. In the past, customers only accepted various freight forwarding services provided by the company. Now the needs of customers have changed, and they are becoming more and more involved in the business process of the company. It is often found that the company has to study with its customers when designing routes. Invite them to participate in the design. Customers are more and more familiar with the freight forwarder industry and adopt different freight transportation methods for different goods. Therefore, the customer's demand is more individualized, in the face of many freight forwarders, Customers have more choices, because agency services can meet their needs, customer loyalty to one enterprise is declining, and customers often turn to other freight forwarders. Now we have entered a customer-centered era. At the same time, in Dalian freight forwarding industry, there are many freight forwarders with mixed good and bad, and the competition between them is very fierce. Only when enterprises provide individualized services to different customers and meet different needs of customers can they maintain customers. To understand customer needs, they need to maintain good relations with customers. Freight forwarders need to strengthen their customer relations. Timely understanding of customers, customer relationship management in freight forwarding enterprises increasingly important. By reviewing the previous literatures on customer relationship management, this paper expounds the definition and connotation of customer relationship management. Customer relationship management is an enterprise's development strategy of "taking customer as the center". It uses advanced information technology to obtain information about customers, and on this basis, through data analysis to predict the needs and preferences of customers, according to different needs of customers, to provide customers with different products or services. Establish and manage customer relationship, improve customer loyalty, maximize customer value, and bring maximum profit to the company. There are three aspects about the content of customer relationship management. The first is the customer value, that is, the value that the customer gets from the product; the second is the relationship value, that is, the company maintains the value that the customer brings to the company; the third is the information technology. That is, the information technology that companies need to implement customer relationship management. Then, the theory of relationship marketing, customer relationship value, customer life cycle profit and so on in customer relationship management is introduced. In particular, the customer lifecycle profit is introduced as the basis of customer classification, key customers are found, and management strategies for different customers are put forward. Through qualitative analysis and actual investigation, this paper expounds the current situation and main problems of customer relationship management of DLHC International Freight forwarding Company. Combined with the theory of customer relationship management and the actual situation of DLHC, This paper discusses the implementation of customer relationship management system in DLHC Company, designs the target and implementation steps of customer relationship management, establishes information system, adjusts the organization structure, and innovates the business process. In order to improve the level of customer relationship management, this paper puts forward some measures to ensure the smooth implementation of customer relationship management, such as strengthening the enterprise culture and staff training, perfecting the examination system and so on. Through the application of customer relationship management system in the company, enterprises can scientifically identify customers, for different types of customers, provide innovative services, meet their needs, enhance market awareness, In order to achieve the corporate profit maximization of the enterprise objectives.
【學(xué)位授予單位】：華中農(nóng)業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F512.6

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本文編號：1684044