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MBA硕士论文_H广电公司客户关系管理体系研究DOC

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文本描述
摘要
作为一种新型的管理机制,客户关系管理(CRM)可以改善企业与客
户之间关系,提高客户忠诚度和满意度,在产品同质化现象日趋严重和企业
间竞争异常激烈的今天,客户资源的竞争成为了企业的工作重点,如何在竞
争中提高客户满意度和忠诚度,获得更多客户的青睐是问题的关键。在客户
关系管理中,企业围绕客户这个中心,来完成其业务流程的重组和组织结构
的再造,展开系统的客户研究,全面提升客户满意度,核心思想是建立客户
忠诚,最终达到企业运营效率的目的

本论文以客户关系管理理论为基础,以客户关系管理的发展现状和未来
发展趋势为依据,以 H 广电公司为具体研究对象,结合 H 广电公司现有客
户关系管理现状进行了详细分析,并提出了具体的有效策略。首先,先通过
学习和借鉴国内外客户关系管理研究的著作和文献,对客户关系管理的内容
和客户关系管理未来发展的趋势进行了归纳、汇总,应用客户关系管理理论
对 H 广电的客户关系管理发展的现状进行了研究和阐述,指出客户关系管
理的必要性,为下一步客户关系管理的优化策略和方案提出奠定了基础。其
次,建立适合 H 广电公司客户信息管理体系,主要包括客户信息管理平台
的建立、“以客户为中心”理念的建立和绩效考核体系的建立,将“以客户
为中心”的理念融入到管理中,要贯穿在员工服务的始终。再次,为确保 H
广电公司客户关系管理体系正常实施,还需要有一些列的保障制度,通过优
化组织结构、建立人才储备、制定公司的各种保障制度,使 H 广电公司客
户关系管理体系得以顺利实施,从而客户满意度与忠诚度均得以提升,同时
也提高了 H 广电公司的竞争力

关键词 客户关系;客户忠诚;客户满意度-II-
Research on the Customer Relationship
Management System of H Broadcasting Company
Abstract
Customer relationship management (CRM) is a kind of the new management
mechanism to improve relations between businesses and their customers,
increase customer loyalty and satisfaction. The competition between enterprises
is fierce, customer resources is the key to competition. In the increasingly serious
phenomenon of product homogeneity and fierce competition between enterprises
of today, The competition between the enterprises is the competition, customer
resources,How to improve customer satisfaction and loyalty in the competition,
get more customers is the key to the problem. In customer relationship
management, enterprise revolve around the center of customers, to complete its
business process restructuring and reengineering organizational structure, Study
system of the customer, improve customer satisfaction, the core idea is to create
customer loyalty, and ultimately achieve the goal of enterprise operational
efficiency.
Based on the theory of customer relationship management, and the present
situation and future development trend of customer relationship management,
this paper makes a detailed analysis on the current situation of customer
relationship management of H broadcasting company, a concrete and effective
strategy. First of all, through the study and reference of domestic and foreign
customer relationship management research literature and literature, the content
of customer relationship management and customer relationship management
trend of the future development were summarized, the application of customer
relationship management theory H broadcasting company customer relationship
management The paper points out the necessity of customer relationship
management, which lays the foundation for the next step of customer relationship
management optimization strategy and scheme. Secondly, the establishment of-III-
suitable H broadcasting company customer information management system,
including the establishment of customer information management platform,
customer-centric concept of the establishment and performance appraisal
system, customer-centric concept into management, to run through the staff at
all times. At the last, in order to ensure the normal implementation of the
customer relationship management system of H broadcasting company, there are
some columns of security system. By optimizing the organizational structure,
establishing talent reserve, formulating the company&39;s various security system, H
broadcasting company customer relationship management system smoothly
Implementation, so that customer satisfaction and loyalty have been able to
improve, and also improve the H broadcasting company&39;s competitiveness.
Keywords customer relationship, customer loyalty, customer satisfaction-I-
目 录
摘要....... I
Abstract .... II
第 1 章 绪论.........1
1.1 研究背景 ....1
1.2 研究目的及意义 ....3
1.2.1 研究目的 .........3
1.2.2 研究意义 .........3
1.3 国内外研究现状及评述.....4
1.3.1 国外研究现状及评述..5
1.3.2 国内研究现状及评述..6
1.4 论文主要研究内容与方法.7
1.4.1 主要研究内容 ..7
1.4.2 研究方法 ..........8
1.4.3 技术路线 ..........9
第 2 章 H 广电公司概况及客户关系管理现状 10
2.1 H 广电公司简介 ...10
2.1.1 公司概况 .......10
2.1.2 公司组织架构 ...........12
2.2 H 广电公司客户关系现状 13
2.2.1 客户满意度 ...13
2.2.2 客户忠诚度 ...16
2.2.3 售后服务体系 ...........17
2.3 H 广电公司存在的问题及原因分析 ........18
2.3.1 组织结构 .......18
2.3.2 业务流程 .......19
2.3.3 客户服务管理 ...........20
2.4 本章小结 ..21
第 3 章 H 广电公司客户关系管理体系的建立 22
3.1 客户信息管理平台 ..........22-I
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