渤海大学管理学院管理学学士学位毕业论文
我国企业客户关系管理现状及对策
系 别： 市场营销系 专 业： 市场营销 班 级： 二○○四级九班 姓 名： 刘莹莹 指导教师： 李福学 完成日期： 二○○六年五月二十七日
[论文摘要] 在激烈的市场竞争环境下，伴随着互联网和电子商务的迅速发展，CRM即客户关系管理借助先进的信息技术和管理思想，对所收集的客户信息进行智能化分析，为企业的决策提供了科学依据。企业因此拥有强有力的竞争优势，在市场竞争中立于不败之地。现在，我国许多企业被客户关系管理系统所折服，盲目引进CRM系统,导致企业大量资金流失,却得不到相应的回报。 本文对当今我国企业客户关系管理的现状、出现的问题及相应的更改措施加以论述。首先，在企业客户关系管理应用现状中本文从销售产品类型的不同、企业规模的不同、CRM集成度的不同、客户类型的不同四大方面分别进行论述。其次，本文提出企业应用CRM时存在的诸多问题。如CRM实施的盲从性、企业文化与CRM战略相背离、企业不能科学地获取和运用数据、我国企业CRM“私有化程度”高、企业容易将CRM引入有缺陷的业务流程、采用CRM方法形式单一、单方面实施CRM，无视消费者体验等等。最后，对于以上这些问题笔者又通过分析并提出最终解决方案。首先企业应该有目的、系统地进行客户关系管理，同时将企业文化与CRM战略融合，并且认识数据重要性、使数据精确化，当然也应该借鉴国外经验：科学制定与实施CRM业务流程、采用多元化CRM方法，同时实现顾客与CRM互动。 [关键词] 客户关系管理 企业文化 客户细分 消费者体验
[Abstract] Compete the environment to descend in the market of the vehemence,Accompany with the quick development of the Internet and electronic commerce,CRM namely customer the relation management ask for help forerunner of information technique and management thought,Carry on the intelligence to customer's information collect to turn the analysis,Provided science for the decision of the business enterprise according to.The business enterprise therefore owns the powerful competitive advantage,Compete the neutral in the market in the invincible position.now,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 treatise.First,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 customer's type carry on the treatise respectively.Second,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 can't science ground obtain with the usage data,The our country business
enterprise CRM\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 solution.First 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. [Keyword] The customer relates to the management Corporate culture The customer subdivide The consumer experience
目 录
引言????????????????????????????1 一、我国企业客户关系管理的应用???????????????1 （一）企业规模影响客户资料的管理方法????????????1 （二）客户类别差异引起管理差异化??????????????3 （三）企业对CRM的应用随产品类型的不同而不同?????????4 （四）CRM的专项、整合与集成应用???????????????4 二、我国企业应用CRM存在的问题????????????????6 （一）CRM实施的盲从性????????????????????7 （二）企业文化与CRM战略相背离???????????????7 （三）不能科学地获取和运用数据???????????????7 （四）企业CRM“私有化程度”高????????????????8 （五）将CRM引入有缺陷的业务流程???????????????8 （六）采用CRM方法形式单一??????????????????8 （七）单方面实施CRM，无视消费者体验?????????????9 三、完善企业客户关系管理的对策???????????????9 （一）有目的、系统地进行客户关系管理????????????10 （二）将企业文化与CRM战略融合???????????????11 （三）认识数据重要性，使数据精确化?????????????12 （四）借鉴国外经验，合理规范CRM??????????????13 （五）科学制定与实施CRM业务流程??????????????14