摘要
随着世界经济一体化进程的加快,市场化经济迅速发展,所有的企业在国内的竞
争日趋激烈。为应付越来越激烈的市场化竞争,各种管理思想层出不穷。而随着科技
的进步,生产工艺的不断发展,同行业内的产品差异越来越小,而各大公司对产品的
价格控制也是越来越弱。要在这样的市场环境中获得生存,就必须要对内增强自身企
业的内涵,对外加强客户交流合作。因此客户关系管理在企业竞争中就显得尤为重要
客户关系管理是建立在信息技术和营销思想基础上的一种先进的管理理念,他强
调了在实行客户关系管理的过程中我们所要做的对内对外的一系列措施
本文首先介绍了客户关系管理的概念,发展现状以及客户满意度与忠诚度的关系
其次阐述了亮讯国际贸易(上海)有限公司和其产品的特性以及其产品目前的市场状
况,其次重点阐述了亮讯国际贸易(上海)有限公司在客户关系管理中存在的问题,
最后提出了改善的对策及措施
关键词:客户关系管理;客户满意度;客户忠诚度;问题;对策
ABSTRACT
Since the integration process of world economy is forming quickly, the m^ket-oriented
economy has been developed rapidly. And all enterprises in the domestic competition have
become increasingly fierce. In order to face the fiercely competition, many management
theories are given. With the moderate advancing technology, the production process has
continuously developed, the differentiation of product is getting smaller and smaller, and
companies are losing control of the price, which they could being flushed out of the
competition eventually. To survive in this market environment, we must enhance our
businesses connotation and external strengthen to customer in exchange their cooperation.
Customer relationship management in the enterprise competition is particularly important.
Customer relationship management within information technology and marketing ideas
based on an advanced management philosophy,he stressed that we have to do in the process
of implementation of customer relationship management, internal and external columns
measures.
This paper first introduces the concept of customer relationship management, and the
development of the relationship between the status quo as well as customer satisfaction and
loyalty. Second section describes the Vivitek International Trading (Shanghai) Co., Ltd. and
its characteristics as well as its products within current market conditions, followed by
Vivitek International Trading (Shanghai) Co., Ltd. in the customer relationship management
focuses on improvement measures.
Keywords: customer relationship management; customer satisfaction; customer loyalty;
Vivitek International Trading (Shanghai) Co” Ltd.; Question; Action