本文選題：客戶關(guān)系管理 + 客戶生命周期　； 參考：《哈爾濱工業(yè)大學(xué)》2017年碩士論文

【摘要】：自世界經(jīng)濟(jì)危機(jī)爆發(fā)以來,全球工業(yè)生產(chǎn)低速增長,大宗商品價格持續(xù)下跌。發(fā)達(dá)國家經(jīng)濟(jì)復(fù)蘇前景不確定,新興經(jīng)濟(jì)體增速逐漸回落,全球經(jīng)濟(jì)處在高度的不穩(wěn)定期,主要表現(xiàn)在增長緩慢、有失均衡、風(fēng)險(xiǎn)較高的特征。我國國內(nèi)經(jīng)濟(jì)運(yùn)行下行壓力依然較大,工業(yè)制造投資項(xiàng)目逐漸減少,對于特雷克斯德馬格中國公司(簡稱TD中國公司)等傳統(tǒng)機(jī)械制造行業(yè)沖擊較大,TD中國公司面對危機(jī)沒有退縮而是積極尋求變革。本文以TD中國公司為具體研究對象,在詳細(xì)分析了近幾年的國際和國內(nèi)經(jīng)濟(jì)發(fā)展情況的基礎(chǔ)上運(yùn)用了調(diào)查問卷法、實(shí)踐調(diào)研法、文獻(xiàn)資料法等多種方法進(jìn)行研究分析。文章從介紹客戶關(guān)系管理卡諾模型、客戶金字塔、CRM的六個主要的功能和技術(shù)要求、客戶生命周期理論等國內(nèi)外先進(jìn)理論入手。對TD中國公司客戶生命周期進(jìn)行了分析,并借助相關(guān)理論總結(jié)分析了TD中國公司存在的問題,主要問題有客戶分級模糊、員工服務(wù)意識不強(qiáng)、新產(chǎn)品與客戶需求脫鉤及老客戶流失較為嚴(yán)重。針對TD中國公司客戶關(guān)系管理方面的不足提出了總體的改進(jìn)原則,分別從新產(chǎn)品質(zhì)量改進(jìn)、客戶分級、提高員工服務(wù)意識及挽回流失老客戶方面進(jìn)行了具體的策略改進(jìn)闡述。接下來論文進(jìn)一步論述了TD中國公司客戶關(guān)系管理改進(jìn)的相關(guān)保障措施,分別從企業(yè)文化認(rèn)知、組織架構(gòu)建設(shè)、聯(lián)絡(luò)處建設(shè)、CRM系統(tǒng)等方面提出了客戶關(guān)系管理策略改進(jìn)的相關(guān)保障。本論文目的在于運(yùn)用客戶關(guān)系管理方面的國內(nèi)外先進(jìn)相關(guān)理論知識,結(jié)合TD中國公司在中國客戶關(guān)系管理的實(shí)踐,對TD中國公司的客戶關(guān)系管理策略進(jìn)行改進(jìn),為公司在競爭激烈的市場中留住老客戶,開發(fā)新客戶,提升企業(yè)在中國市場的競爭力。
[Abstract]:Since the onset of the world economic crisis, global industrial production has grown at a low speed and commodity prices have continued to fall. The prospects for recovery in developed countries are uncertain, the growth rate of emerging economies has gradually slowed down, and the global economy is in a period of high instability, mainly characterized by slow growth, unbalanced growth and high risk. The downward pressure on China's domestic economic operation is still large, and investment projects in industrial manufacturing are gradually decreasing. The traditional machinery manufacturing industry, such as Tracks Demag China (TD China), has had a strong impact on the crisis and is actively seeking change instead of retreating from the crisis. In this paper, TD China Company is taken as the specific research object. On the basis of detailed analysis of the international and domestic economic development in recent years, this paper makes use of questionnaire method, practical investigation method, literature method and other methods to carry out research and analysis. This paper introduces the Karnaugh model of customer relationship management (CRM), the six main functions and technical requirements of CRM, the theory of customer life cycle and other advanced theories at home and abroad. The customer life cycle of TD China Company is analyzed, and the problems of TD China Company are summarized and analyzed with the help of relevant theories. The main problems are customer classification fuzzy, employee service consciousness is not strong. New products and customer demand decoupling and the loss of old customers more serious. In view of the shortcomings of customer relationship management in TD China, the general improvement principles are put forward, including the improvement of the quality of new products, the classification of customers, the improvement of employee service consciousness and the recovery of old customers. Then the paper further discusses the relevant safeguard measures of customer relationship management improvement in TD China, respectively from the perspective of corporate culture cognition, organizational structure construction, The relative guarantee of CRM strategy improvement is put forward in the aspect of building CRM system in liaison office. The purpose of this paper is to improve the customer relationship management strategy of TD China Company by using the advanced theory knowledge of customer relationship management at home and abroad, combining with the practice of TD China Company in China customer relationship Management. For the company in the fierce competition in the market retain old customers, develop new customers, enhance the competitiveness of enterprises in the Chinese market.
【學(xué)位授予單位】：哈爾濱工業(yè)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F426.4

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