我國企業(yè)客戶關(guān)系管理現(xiàn)狀及對策(已修改)
2025-04-19 23:09 本頁面
【正文】 渤海大學(xué)管理學(xué)院管理學(xué)學(xué)士學(xué)位畢業(yè)論文我國企業(yè)客戶關(guān)系管理現(xiàn)狀及對策系 別： 市場營銷系 專 業(yè)： 市場營銷 班 級： 二○○四級九班 姓 名： 劉瑩瑩 指導(dǎo)教師： 李福學(xué) 完成日期： 二○○六年五月二十七日 [論文摘要]在激烈的市場競爭環(huán)境下，伴隨著互聯(lián)網(wǎng)和電子商務(wù)的迅速發(fā)展，CRM即客戶關(guān)系管理借助先進的信息技術(shù)和管理思想，對所收集的客戶信息進行智能化分析，為企業(yè)的決策提供了科學(xué)依據(jù)。企業(yè)因此擁有強有力的競爭優(yōu)勢，在市場競爭中立于不敗之地?，F(xiàn)在，我國許多企業(yè)被客戶關(guān)系管理系統(tǒng)所折服，盲目引進CRM系統(tǒng),導(dǎo)致企業(yè)大量資金流失,卻得不到相應(yīng)的回報。本文對當(dāng)今我國企業(yè)客戶關(guān)系管理的現(xiàn)狀、出現(xiàn)的問題及相應(yīng)的更改措施加以論述。首先，在企業(yè)客戶關(guān)系管理應(yīng)用現(xiàn)狀中本文從銷售產(chǎn)品類型的不同、企業(yè)規(guī)模的不同、CRM集成度的不同、客戶類型的不同四大方面分別進行論述。其次，本文提出企業(yè)應(yīng)用CRM時存在的諸多問題。如CRM實施的盲從性、企業(yè)文化與CRM戰(zhàn)略相背離、企業(yè)不能科學(xué)地獲取和運用數(shù)據(jù)、我國企業(yè)CRM“私有化程度”高、企業(yè)容易將CRM引入有缺陷的業(yè)務(wù)流程、采用CRM方法形式單一、單方面實施CRM，無視消費者體驗等等。最后，對于以上這些問題筆者又通過分析并提出最終解決方案。首先企業(yè)應(yīng)該有目的、系統(tǒng)地進行客戶關(guān)系管理，同時將企業(yè)文化與CRM戰(zhàn)略融合，并且認(rèn)識數(shù)據(jù)重要性、使數(shù)據(jù)精確化，當(dāng)然也應(yīng)該借鑒國外經(jīng)驗：科學(xué)制定與實施CRM業(yè)務(wù)流程、采用多元化CRM方法，同時實現(xiàn)顧客與CRM互動。[關(guān)鍵詞] 客戶關(guān)系管理 企業(yè)文化 客戶細(xì)分 消費者體驗 [Abstract] Compete the environment to descend in the market of the vehemence,Acpany with the quick development of the Internet and electronic merce,CRM namely customer the relation management ask for help forerunner of information technique and management thought,Carry on the intelligence to customer39。s information collect to turn the analysis,Provided science for the decision of the business enterprise according business enterprise therefore owns the powerful petitive advantage,Compete the neutral in the market in the invincible ,Many business enterprises are relate to by the customer to manage the system admit defeat,The blindness ushers in the CRM system,Cause the business enterprise a great deal of funds run off,But can not get the homologous repay.This text to nowadays business enterprise the customer relates to the present condition of management,Problem of appear and correspond of change the measure to take into the ,This text is the dissimilarity of the product type from the sale in business enterprise customer the relation management apply present condition,The dissimilarity of the business enterprise scale,The dissimilarity of the CRM integration degree,The four generous noodleses of dissimilarity of customer39。s type carry on the treatise ,This text puts forward many problems that the hour of the business enterprise application CRM exist,This text puts forwardThe corporate culture and the CRM strategy mutually deviates from, many problems that the hour of the business enterprise application CRM exist,Business enterprise can39。t science ground obtain with the usage data,The our country business enterprise CRMprivatization degree is high,The business enterprise is easy to lead the CRM into the defective business process,Unilateral implement CRM,Take no cognizance the consumer experience etc..Last,Pass the analysis again for above these problems writer and put forward the end the business enterprise should have the purpose,Systematically carry on the customer the relation the management,Blend corporate culture and the CRM strategy in the meantime,And understanding data importance,Make the data precision turn,Certainly also should draw lessons from the foreign experience:Science draws up and carries out the CRM business process,uses diversified CRM method,Carry out the customer and CRM interaction in the meantime.
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