客戶關(guān)系管理的應(yīng)用研究畢業(yè)設(shè)計(jì)論文-wenkub
2023-07-08 02:34:48 本頁(yè)面
【正文】 客戶關(guān)系管理應(yīng)用的重視來(lái)源于企業(yè)對(duì)客戶長(zhǎng)期管理的觀念，這種觀念認(rèn)為客戶是企業(yè)最重要的資產(chǎn)并且企業(yè)的信息支持系統(tǒng)必須在給客戶以信息自主權(quán)的要求下發(fā)展。所以，CRM首先是一種管理理念，其核心是將企業(yè)的客戶作為企業(yè)最重要的資源，通過(guò)完善的客戶服務(wù)和深入的客戶分析來(lái)滿足客戶的需求，在向客戶不斷提供最大價(jià)值的同時(shí)，實(shí)現(xiàn)企業(yè)的價(jià)值。在這樣的背景下，新型營(yíng)銷理念層出不窮，例如關(guān)系營(yíng)銷、一對(duì)一營(yíng)銷、直接營(yíng)銷、互動(dòng)營(yíng)銷、對(duì)話營(yíng)銷，以及基于網(wǎng)絡(luò)技術(shù)的數(shù)據(jù)庫(kù)營(yíng)銷、網(wǎng)絡(luò)營(yíng)銷、電子商務(wù)和技術(shù)驅(qū)動(dòng)的營(yíng)銷等等。顧客中心論希望通過(guò)不斷地認(rèn)識(shí)、發(fā)現(xiàn)、開(kāi)發(fā)和滿足顧客的需要，與顧客建立一種互動(dòng)關(guān)系，從而實(shí)現(xiàn)企業(yè)的經(jīng)營(yíng)目標(biāo)。那么為什么客戶關(guān)系管理(CRM)成為企業(yè)界的聚焦呢?這與企業(yè)的目的有關(guān)。在中國(guó)加入WTO之后，環(huán)境發(fā)生了很大的變化，企業(yè)如何定位自己已成為一個(gè)不可回避的問(wèn)題，戰(zhàn)略問(wèn)題愈發(fā)重要?？蛻絷P(guān)系管理成為企業(yè)制勝的關(guān)鍵。 本文首先從歷史的角度分析了客戶關(guān)系管理的產(chǎn)生、發(fā)展和未來(lái)，對(duì)客戶關(guān)系管理從整體概念上進(jìn)行了闡述，對(duì)其特點(diǎn)和功能進(jìn)行了論述，并給出了一種通用的參考框架結(jié)構(gòu)。從戰(zhàn)略意義上理解客戶關(guān)系管理，有助于企業(yè)村客戶關(guān)系管理的深層次理解。關(guān)鍵詞：客戶關(guān)系 CRM 應(yīng)用ABSTRACTAlong with the electronic merce era, customers bee more and more important, who can grasp the demand of customers, strengthen ties with customers, effective management and find out the customer resources, who can obtain petitive advantage in the market. Customer relationship management has bee the key to business success. This paper from the historical perspective analysis of the customer relationship management, and the future development, to customer relationship management from the overall concept undertook elaborating, of their characteristics and functions were discussed, and gives a general reference frame structure. On the customer relationship undertook concrete analysis, put forward the concept of customer relationship life cycle, customer relationship life cycle is divided into seven stages: development period, social period, into longterm, autumn, winter, interrupt and convalescent period.Since the nineteen ninties of customer relationship management in enterprises began to pop up, customer relationship management has bee the focus of business circles, has the important strategic meaning and deep meaning. After China joins WTO, the change of environment, enterprise how to position yourself has bee an unavoidable problem, more important strategic problem. From the strategic meaning of customer relationship management, help enterprises to the village of customer relationship management of the deep understanding.Customer Relationship Management ( CustomerRelationshipManagement, CRM ) is popular for nearly 10 years. From about nineteen ninties metaphase begins, CRM became the business elite and the leading panies scramble for a window. So why is customer relationship management ( CRM ) to bee entrepreneurs focus? This and the purpose of the enterprise concerned.Key words: electronic merce customer relationship CRM目 錄（內(nèi)容要與開(kāi)題報(bào)告一致）前 言 21客戶關(guān)系管理的概述 3（crm）定義 3(CRM)的起源及發(fā)展 32客戶關(guān)系管理系統(tǒng)功能介紹 5 5 5 客戶服務(wù) 63客戶關(guān)系管理中的管理理念 7 CRM是什么 7 CRM功能作用 7 7 CRM出現(xiàn)的原因 9 9 94客戶關(guān)系管理實(shí)施的主要步驟 11 11 1服務(wù)過(guò)程 14 14 15結(jié) 論 17致 謝 18參考文獻(xiàn) 19前 言市場(chǎng)營(yíng)銷經(jīng)歷了近一個(gè)世紀(jì)的發(fā)展，營(yíng)銷觀念也先后經(jīng)歷了生產(chǎn)和產(chǎn)品觀念、推銷觀念、市場(chǎng)營(yíng)銷觀念和社會(huì)營(yíng)銷觀念等幾個(gè)階段，至今各種新型營(yíng)銷理論仍屢冉不窮。這些觀念和思想，要求企業(yè)將競(jìng)爭(zhēng)的焦點(diǎn)從傳統(tǒng)資源(如供應(yīng)商、資金、技術(shù)、人才等)?？偟膩?lái)看，這些營(yíng)銷新理念和新方法非常強(qiáng)調(diào)企業(yè)與消費(fèi)者、供應(yīng)商、分銷商、競(jìng)爭(zhēng)者、政府機(jī)構(gòu)和其它公眾保持良好關(guān)系，尤其星與顧客保持良好互動(dòng)狀態(tài)，并基于現(xiàn)代信息技術(shù)、數(shù)據(jù)技術(shù)和剮絡(luò)技術(shù)、實(shí)現(xiàn)企業(yè)傳統(tǒng)業(yè)務(wù)再造，降低營(yíng)銷成本，縮短響應(yīng)周期，提高營(yíng)銷效率，滿足客戶定制化個(gè)性需要，增強(qiáng)客戶服務(wù)能力等。其次，CRM是一種旨在改善企業(yè)與客戶關(guān)系
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