本文關(guān)鍵詞： H軟件公司 大客戶營銷 客戶關(guān)系管理 客戶滿意度　出處：《東華大學》2017年碩士論文　論文類型：學位論文

【摘要】：企業(yè)只有擁有數(shù)量相當可觀的客戶才能更好的生存和發(fā)展。企業(yè)要想獲得更多的市場份額,就不能忽視平時對于客戶資源的挖掘和維護。一般而言,所謂大客戶特指那些對于公司的長期發(fā)展和經(jīng)營利潤有較大貢獻的客戶。而對于大客戶的管理方法和一般客戶的模式截然不同。企業(yè)對于大客戶關(guān)系的維護應該從自身能力出發(fā),將其同大客戶的業(yè)務需求緊密聯(lián)合起來,并運用自身的資源優(yōu)勢來更好的滿足大客戶的需求以及維護大客戶關(guān)系。本文以H公司為研究對象,在對公司進行全面分析后首先挑選出40家符合公司長期戰(zhàn)略發(fā)展的大客戶,其次針對這40家大客戶進行客戶滿意度調(diào)查。本文以對客戶的滿意度、忠誠度以及大客戶關(guān)系管理等理論作為研究基礎,并結(jié)合軟件行業(yè)的特征,建立起H公司客戶的滿意度評價指標體系模型,并參照該模型來設計調(diào)查問卷,并最終得到了市場對于公司的滿意度調(diào)查結(jié)果。根據(jù)調(diào)查結(jié)論,本文進行了針對性分析并結(jié)合實際提出了H公司的大客戶營銷建議和策略。本文成果主要表現(xiàn)為:(1)結(jié)合金融軟件業(yè)和H公司的自身特點來打造H公司的客戶滿意度框架體系。(2)在滿意度框架內(nèi)確定了各指標權(quán)重,并設計了調(diào)查問卷(3)根據(jù)問卷結(jié)果來實際度量H軟件公司當前的大客戶管理水平,并于最后給出改進建議。
[Abstract]:Enterprises only have a considerable number of customers to better survive and develop. Enterprises want to obtain more market share, we can not ignore the usual mining and maintenance of customer resources. Generally speaking. The so-called "big customer" refers to those who make a great contribution to the long-term development and operating profit of the company. However, the management method for the big customer is very different from that for the general customer. The maintenance of the relationship between the enterprise and the major customer should be maintained. From the point of view of one's own abilities. It will be closely associated with the business needs of major customers, and use their own resource advantages to better meet the needs of major customers and maintain the relationship of major customers. This paper takes H Company as the research object. After a comprehensive analysis of the company, we first selected out 40 major customers who are in line with the long-term strategic development of the company, and then conducted a customer satisfaction survey on these 40 major customers. Based on the theory of loyalty and customer relationship management, and combining with the characteristics of software industry, the evaluation index system model of customer satisfaction of H company is established, and the questionnaire is designed according to the model. And finally obtained the market satisfaction with the company survey results. According to the findings. This article has carried on the pertinence analysis and has proposed the H company's big account marketing suggestion and the strategy combined with the actual situation. Combined with the financial software industry and H company's own characteristics to create H company customer satisfaction framework system. 2) in the satisfaction framework to determine the weight of each index. According to the results of the questionnaire, the author measures the current management level of key customers in H Software Company, and finally gives some suggestions for improvement.
【學位授予單位】：東華大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F49

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