【摘要】：隨著社會(huì)經(jīng)濟(jì)的快速發(fā)展,企業(yè)在逐步開(kāi)放的市場(chǎng)競(jìng)爭(zhēng)格局中正面臨著激烈競(jìng)爭(zhēng)的壓力。只有改變傳統(tǒng)的經(jīng)營(yíng)管理模式,引入“以客戶為中心”的企業(yè)發(fā)展思想,企業(yè)才能挖掘出進(jìn)一步發(fā)展的潛力。CRM系統(tǒng)與其所蘊(yùn)含的客戶關(guān)系管理理念,被廣泛認(rèn)為是企業(yè)建立客戶資源與優(yōu)勢(shì)的有力工具。在企業(yè)中大力推進(jìn)CRM戰(zhàn)略,實(shí)施CRM系統(tǒng)建設(shè),是公司提高自身競(jìng)爭(zhēng)力和迎接挑戰(zhàn)的重要途徑。然而,據(jù)國(guó)外調(diào)查機(jī)構(gòu)研究表明,中國(guó)企業(yè)CRM系統(tǒng)實(shí)施的成功率大約只有30%。因此分析企業(yè)在CRM系統(tǒng)實(shí)施過(guò)程中遇到的問(wèn)題,制定相應(yīng)的改進(jìn)方法十分緊迫和必要。本文首先對(duì)客戶關(guān)系管理相關(guān)理論進(jìn)行闡述,為論文的研究奠定理論基礎(chǔ);其次,本文以現(xiàn)實(shí)中實(shí)施CRM系統(tǒng)的M公司為研究對(duì)象,對(duì)其展開(kāi)研究說(shuō)明,并通過(guò)對(duì)M公司CRM前期實(shí)施情況的總結(jié)得出了CRM前期實(shí)施還存在著一些問(wèn)題,總結(jié)起來(lái)就是:觀念尚未完全轉(zhuǎn)變、管理和考核體系不完善、組織機(jī)構(gòu)與業(yè)務(wù)流程需要重構(gòu)和CRM對(duì)公司業(yè)務(wù)支撐范圍覆蓋不全四個(gè)方面;再次,在前面分析的基礎(chǔ)上本文針對(duì)性地從四個(gè)方向?yàn)镃RM系統(tǒng)的改進(jìn)提供建議,分別是:1)全員推廣CRM理念,促進(jìn)觀念轉(zhuǎn)變。2)以客戶為核心,優(yōu)化管理體系和考核制度。3)突破傳統(tǒng),重建組織機(jī)構(gòu)與流程再造。4)擴(kuò)大覆蓋面,完善CRM業(yè)務(wù)功能;最后,本文以CRM系統(tǒng)應(yīng)用的效果評(píng)價(jià)體系為基礎(chǔ),本文從客戶關(guān)系改善情況、流程再造情況和財(cái)務(wù)指標(biāo)情況三個(gè)方面對(duì)CRM系統(tǒng)改進(jìn)的有效性進(jìn)行了驗(yàn)證,并證實(shí)了改進(jìn)措施十分有效。筆者希望通過(guò)M公司CRM系統(tǒng)改進(jìn)過(guò)程的研究,分析企業(yè)在CRM系統(tǒng)建設(shè)中存在的共性問(wèn)題,研究CRM系統(tǒng)改進(jìn)方案,探討其問(wèn)題的根源并找到相應(yīng)的對(duì)策,對(duì)CRM系統(tǒng)應(yīng)用中的進(jìn)一步完善和更具實(shí)用性提出指導(dǎo)性建議。
[Abstract]:With the rapid development of social economy, enterprises are facing the pressure of fierce competition in the market competition pattern. Only by changing the traditional management mode and introducing the thought of "customer-centered" enterprise development, can enterprises tap the potential of further development. CRM system and its contained customer relationship management concept, It is widely recognized as a powerful tool for enterprises to establish customer resources and advantages. It is an important way for the company to improve its competitiveness and meet the challenge by vigorously promoting the CRM strategy and implementing the CRM system construction in the enterprise. However, according to foreign research agencies, the success rate of the implementation of CRM system in Chinese enterprises is only about 30%. Therefore, it is urgent and necessary to analyze the problems encountered by enterprises in the implementation of CRM system, and to formulate the corresponding improvement methods. Firstly, this paper expounds the related theories of customer relationship management, which lays a theoretical foundation for the research of this paper. Secondly, this paper takes M Company which implements CRM system in reality as the research object, and studies and explains it, and through summarizing the implementation of CRM in M Company, it concludes that there are still some problems in the implementation of CRM in the early stage. The summary is as follows: the concept has not been completely changed, the management and assessment system is not perfect, the organization and business process need to be restructured, and the business support scope of the company is not fully covered by CRM; Thirdly, on the basis of the previous analysis, this paper provides suggestions for the improvement of CRM system from four directions, namely: 1) promoting the concept of CRM and promoting the change of concept. 2) taking customers as the core. Optimize the management system and assessment system. 3) break through the tradition, rebuild the organization and process reengineering. 4) expand the coverage and perfect the CRM business function; Finally, based on the effectiveness evaluation system of CRM system application, this paper validates the effectiveness of CRM system improvement from three aspects: customer relationship improvement, process reengineering and financial indicators. The improvement measures are proved to be very effective. The author hopes that through the research on the improvement process of CRM system in M Company, the common problems existing in the construction of CRM system in enterprises are analyzed, the improvement scheme of CRM system is studied, the root causes of the problems are discussed, and the corresponding countermeasures are found. This paper puts forward some instructive suggestions for the further perfection and practicability of the application of CRM system.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F274;F49

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