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FC公司CRM改善研究_MBA硕士毕业论文DOC

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文本描述
摘要
摘要
自1953年一汽奠基以来,经过60多年发展,我国汽车年产销规模已达到
2500万辆左右,稳定排名世界第一,我国汽车业己是全球汽车业的重要组成部分

不过,伴随汽车业的不断发展,市场竞争环境日益复杂,竞争态势也日渐焦灼,
销售端的盈利逐渐困难,售后市场也开始呈现多方位竞争态势,对于各汽车生产
企业来讲,只有单纯的销售获利,或者服务获利依然不能稳定支撑企业健康长效
发展。在此发展趋势下,如何维护好客户资源,提高客户与企业间关系的健康、
稳定和持久性,就成为决定各汽车厂家运营管理水平的关键因素

因此,客户关系管理的发展对企业管理至关重要,多数汽车厂家己依据该理
论引入了客户关系管理系统,把客户关系管理视为企业管理的重要环节。FC公司
也非常关注客户关系管理工作,并尝试将客户按照生命周期理论进行分阶段管理,
主要管理要点有:按照公司业务板块进行客户关系管理,以支持各业务板块的开
展;通过围绕客户问题的处理,并提高销售流程和服务流程执行的规范性,赢得
更多客户满意,获得更高的客户满意度和更好的客户口碑

本文采用文献分析等研究方法,通过研究和借鉴客户关系管理的相关理论、
实践、论文等文献,基于对FC公司相关业务推进情况的把握,探寻和明确FC公
司客户关系管理工作存在的问和产生原因,并对FC公司面临的行业机会和挑战,
自身拥有的优势和劣势进行综合分析,进而提出FC公司的客户关系管理改善之
道:就是要建立适应行业发展趋势和FC公司现状的客户关系管理改善方案,分别
从开展客户数据资产化运营管理,建立现代化的客户沟通渠道,有效协同客户触
点,拓展客户关系营销,进行CRM组织变革等五个方面进行改善,搭建一套有效
的客户关系经营体系(超级CRM),并制定了切实可行的实施方案和监控手段

本论文希望通过以上研宄,实现对FC公司现有客户关系管理资源整合和开发
的基础上,进行客户关系管理业务的创新和价值挖掘;在打造客户满意、促进客
户忠诚的业务体系中,推行一致、正向、有价值和可持续的客户关系文化;通过
对客户全生命周期、全触点践行和强化该文化,满足客户对体验和情感的认同,
实现与客户持续的、高粘性的精准互动,最大限度的发展忠诚客户规模,进而与
客户建立起稳定的伙伴关系;最终使FC公司由“以产品、市场为中心,’向“以用户
价值和稳靠客户关系创造为中心”的转变,提升公司核心价值,实现永续健康发展

关键词:客户关系管理(CRM);客户资产;客户价值
iii 北京交通大学硕士专业学位论文
ABSTRACT
ABSTRACT
Since the foundation of FAW in 1953, after 60 years of development, the annual
production and sales scale has reached about 25 million in our country, which is ranking
first in the world. China&39;s auto industry has become an important part of the global
automotive industry. But with the continuous development of the automotive industry
and the complex market competition environment, the competition situation is hard, the
profits of sales are poor and the after-sale service shows a multi-faceted competitive
situation. For all the automobile manufacturers, Sales profit and service profit are still
not support the development of enterprises. Under this trend, maintain customer and
improve the relationship which is health, stability and durability between the customer
and the enterprise are the key factors that determine the success or failure of automobile
manufacturers.
Therefore, the development of customer relationship theory management is crucial
to the enterprise management, most automobile manufacturers have been introduced
customer relationship management system which is based on this theory, and customer
relationship management is regarded as an important part of enterprise management. FC
Company is also concerned about the customer relationship management, and tries to
manage the customer according to the life cycle theory. The main points are as follows:
the management of customer relationship in accordance with the business segment is to
support the business development; processing the customer problems is to improve the
specification of the sales process and service process execution and to win more
customer satisfaction. Therefore we can obtain the higher customer satisfaction and
better customer reputation.
This paper adopts the research methods of literature analysis, researches the theory
of the customer relationship management and the related papers. This paper is also
based on the FC company&39;s business situation, to explore the problem of the FC
Company customer relationship management and the reasons of the question. And
analyze the opportunities and challenges which are faced by the FC Company, and the
advantages and disadvantages of their own. Then put forward the way of improving the
customer relationship management of FC Company, which is the solution to the
problem of customer relationship management in FC Company: The solution is to
establish the improvement plan which is fit for the current situation of FC Company.
The plan establishes the modem customer communication channels from the customer
iv 北京交通大学硕士专业学位论文
ABSTRACT
data assets operation and management, effectively coordinates the customer contact and
expands marketing of the customer relationship, and improves the customer relationship
management method from the five aspects such as organizational change and so on, and
develops feasible programs and monitoring means.
Based on the above research, this paper aims to realize the innovation and the
value of customer relationship management based on the integration and development
of the existing customer relationship management resources of FC Company. In the
business system of customer satisfaction and customer loyalty,we implement a
consistent, positive, valuable and sustainable customer relationship culture; Based on
the customer life cycle, full contact practice and strengthen the culture, we can meet the
customer experience and the emotional recognition, achieve accurate interaction and
continued high viscosity with customers, expand the scale of the loyal customer, and
then establish a stable customers partnership; Finally,the FC Company change from

according to the product and the market” to “according to the customer relationship”,
enhance the company&39;s core values, and achieve the sustainable and healthy
development.
KEYWORDS: Customer Relationship Management (CRM); Customer Equity;
Customer Value
V 北京交通大学硕士专业学位论文
0^
目录
Ill
ABSTRACT
IV
第1章概述 1
1.1研宄的背景、目标及意义1.1.1研究背景1.1.2研宄目标1.1.3研宄意义1.2研宄现状1.3研究内容、方法、思路及创新1.3.1研宄A容1.3.2研宄方法1.3.3研究思路1.3.4创新之处第2章CRM相关理论概述2.1 CRM相关理论2.1.1客户忠诚的相关理论2丄2客户互动的相关理论2.1.3客户体验的相关理论2.2关系营销相关理论第3章FC公司CRM现状及分析3.1 FC公司简介3.2FC公司CRM现状3.3 FC公司CRM现状分析3.3.1 CRM目标分析3.3.2 CRM业务范围分析3.3.3 CRM业务分工情况分析第4章FC公司CRM存在问题及成因分析4.1存在主要问题VI 北京交通大学硕士专业学位论文
4.1.1战略规划方面保守薄弱4.1.2全生命周期CRM管理协同度不足4.1.3客户沟通渠道互动性不强4.1.4 CRM工作价值性弱4.1.5渠道的规划和指导缺乏
21
4.2成因分析
21
4.2.1客户关系发展理论认知相对保守
21
4.2.2业务职责分配统筹性不强
22
4.2.3资源投入较少
22
4.2.4信息系统落后
22
第5章FC公司CRM改善方案设计
24
5.1 SWOT 分析
24
5.1.1优势分析
24
5.1,2劣势分析
25
5.1.3机遇分析
26
5.1.4威胁分析
27
5.2改善方案设计原则
27
5.2.1以客户为中心的共赢原则
27
5.2,2低成本,高效、持续原则
28
5.2.3客户资源资产化经营原则
28
5.3改善方案思路与框架
28
5.3.1向全面CRM营销企业转变思路
28
5.3.2全生命周期统筹管理思路
29
5.3.3多触点的360。客户视图管理思路
30
5.3.4客户资产信息价值化管理思路
30
5.3.5超级CRM整体框架
30
5.4改善方案具体措施
32
5.4.1客户数据资产化运营管理设计
32
5.4.2客户沟通渠道现代化建设设计
34
5.4.3客户触点协同设计
36
5.4.4客户关系营销设计
37
5.4.5 CRM组织变革设计
38
第6章FC公司CRM改善方案实施及保障措施
41
vi i 北京交通大学硕士专业学位论立
6.1客户数据资产化运营管理措施实施
41
6.1.1搭建统一数据存储平台
41
6.1.2形成360。客户视图
42
6.1.3搭建客户数据智能分析体系
42
6.1.4完成平台权限分配
44
6.2客户沟通渠道现代化建设措施实施
44。。。以上简介无排版格式,详细内容请下载查看