摘要
企业关注的焦点将随着市场竞争的日趋激烈而从内部运作和管理的改进 和加强向客户关注上转移。有效研究、管理和利用客户信息对企业的发展与决策起着这关重要的作用。国内烟草行业传统的营销与管理手段已无法满足日渐复杂激烈的竞争环境，急需一套与该行业特点相适应的客户关系管理系统（后文称CRM）来降低成本、提高销售额、提升利润与“消费者、零售商和工业企业”的“三满意”程度，提供一对一的有效营销手段，实现差异化服务，最终在“按客户订单组织货源”和“卷烟需求预测”工作上发挥关键有效的作用。 本文基于当前烟草行业专卖专营的特性，着力研究出一种与我国烟草行业相适应的CRM应用模式来作为该行业发展与应用的操作实施依据，提供该行业新的经济增长点。 专卖专营体制下的烟草行业业务特点与流程是该行业CRM项目建立的基础和依据。CRM系统是专卖、营销等系统紧密相关而并非孤立存在的。本论文以烟草行业需求分析为基础，以对应功能的分析为依据整理应用思路来对现有CRM软件做出分析与选择，挖掘实施项目的最关键因素，设计项目的关键路线图和实施步骤，将分析项目的应用效益和行业实际情况相结合，对该行业CRM 项目的管理与实施方案进行分析和讨论。 省级烟草行业与客户关系管理相关的业务模型是基于其行业特点构建的。销售计划管理、促销管理、客户管理和客户评价等十一个功能模块都是从信息化整体结构角度分析该行业CRM系统后设计的。 本论文对实施CRM的关键因素做出了研究，提出了导入理念、构建团队、 明确需求、设计计划、产品及供应商选择和系统安装与实施六个步骤。通过CRM项目实施中的问题与解决方法来对CRM系统的应用进行研究，同时通过CRM 利润链与价值链对烟草行业CRM的应用效益进行研究。
关键词：项目实施管理 卷烟需求预测 客户关系管理 客户满意度分析
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Abstract
The focus will be business as the market competition becomes more intense from the internal operation and management to improve and strengthen the customer focus on the transfer. Effective research, management and use of customer information and decision-making on the development of enterprises play a crucial role in this. Domestic tobacco industry, the traditional means of marketing and management has been unable to meet the increasingly complex and competitive environment, need a set of features compatible with the industry's customer relationship management system (later known as CRM) to reduce costs, increase sales, improve profits and \retailers and industrial enterprises,\the \level, providing an effective one to one marketing tool to differentiate their services and, ultimately, \supply\based on the current characteristics of the tobacco industry, focus on the tobacco industry in China has developed a suitable model for CRM applications development and application of the industry based on the implementation of the operation, providing the industry a new economic growth point. Monopoly franchise business under the system features and process the tobacco industry is the sector CRM projects to establish the basis and foundation. CRM system with the monopoly, marketing, and other closely related systems and not exist in isolation. In this thesis, based on analysis of the tobacco industry needs to correspond to the functional analysis based on the thinking of finishing applications made to the existing CRM software analysis and selection, to explore the most critical factor in the implementation of projects, design projects and the implementation of the key steps in the road map, application of the project will analyze the effectiveness and the actual situation of the industry combined with the industry project management and implementation of CRM programs are analyzed and discussed. Provincial tobacco industry and customer relationship management business model is built based on their industry characteristics. Marketing program management, promotion management, customer management and customer evaluation of the eleven modules of information are from the perspective of the overall structure of the industry after the CRM system design. In this thesis, the key factors of CRM implementation has made research into the concept put forward to build the team, clear requirements, design, planning, product and vendor selection and system installation and implementation of six steps. CRM project implementation through the problems and solutions in the CRM system to the application of research, through CRM Profit Chain and Value Chain CRM applications on the effectiveness of tobacco industry research.
Key words: project management cigarette demand forecasting customer relationship
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management Customer Satisfaction
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目录
摘要 ............................................................................................................................................. I Abstract .................................................................................................................................... II 第1章 绪论 .............................................................................................................................. 1
1.1 研究背景 ..................................................................................................................... 1 1.2 课题来源 ..................................................................................................................... 1 1.3 国内外研究现状以及发展趋势 ................................................................................. 1 1.4 研究目标及研究内容 ................................................................................................. 2 1.5 本文的组织结构 ......................................................................................................... 3 第2章 客户关系管理技术应用体系 ...................................................................................... 4
2.1 客户关系管理理论与技术 ......................................................................................... 4 2.2 客户关系管理理论发展 ............................................................................................. 4 2.3 客户关系管理软件技术与市场 ................................................................................. 5 2.4 本章小结 ..................................................................................................................... 6 第3章 烟草行业客户关系管理项目应用分析 .................................................................... 7
3.1行业发展趋势 .............................................................................................................. 7 3.2 行业发展对客户关系管理的需求 ........................................................................... 10
3.2.1 3.2.2 3.2.3 3.2.4
抵御国际烟草竞争的需要 .......................................................................... 10 满足行业改革发展的需要 .......................................................................... 10 卷烟网建升级的深层需要 .......................................................................... 10 规范卷烟经营的需要 .................................................................................. 10
3.3 行业应用客户关系管理的目标 ............................................................................... 11 3.4 本章小结 ................................................................................................................... 11 第4章 烟草行业客户关系管理项目应用方案 .................................................................... 13
4.1 应用功能需求分析 ................................................................................................... 13
4.1.1 业务模型 ......................................................................................................... 13 4.1.2 体系结构 ......................................................................................................... 14 4.1.3 功能设计 ......................................................................................................... 15 4.2 应用思路 ................................................................................................................... 17
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