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I 摘要 在我国进一步推进改革开放,国内外经贸关系日益频繁和紧密的过程中,国际货 运代理市场的竞争提前进入白热化阶段。除了大型国有企业、中外合资企业之外,这 一市场中涌现出很多中小企业竞争者。与此同时,客户的需求变得更加丰富,客户关 系管理受到了学界和实践界人士更多的重视。在这样的宏观背景下,行业竞争主体应 该将关注点从产品转移到客户上来,围绕客户的需求进行产品和服务的设计,使自身 能够更好的迎合市场需求,使客户更加满意,增强客户粘性,提高市场份额。CH货 运公司具有私营性质,公司从诞生至今都非常重视客户需求,但至今并未搭建和应用 客户关系管理系统,没有将科学的客户关系管理理念落实到位,这是造成企业发展受 阻、员工队伍不稳定的重要原因。 首先,本文在对国际货运代理、客户关系管理理论以及客户满意度和忠诚度理论 进行概述的基础上,分析了CH国际货运公司客户关系管理现状,包括货运业务现状 分析、公司业绩分析以及财务状况分析。在此基础上,结合问卷调查指出CH国际货 运公司客户关系管理的问题,包括客户关系管理理念不到位、客户关系管理系统应用 不充分、客户服务不到位。其次,结合现状和问题分析,提出CH国际货运公司客户 关系管理方案,包括设计原则和目标、CRM理念的导入和应用,CRM业务流程设计 以及CRM服务流程设计。最后,提出CH国际货运公司客户关系管理方案的实施保 障措施,包括CRM实施人员保障、CRM组织架构优化保障以及CRM实施专项费用 保障。 关键词:国际航运客户关系管理客户满意度客户服务 Abstract II Abstract IntheprocessofChina'sfurtherreformandopeningupandtheincreasinglyfrequent andcloseeconomicandtraderelationsathomeandabroad,thecompetitioninthe internationalfreightforwardingmarkethasenteredawhitehotstageaheadoftime.In additiontolargestate-ownedenterprisesandSinoforeignjointventures,manycompetitors ofsmallandmedium-sizedenterpriseshaveemergedinthismarket.Atthesametime,the needsofcustomersbecomemoreabundant,customerrelationshipmanagementhasbeen paidmoreattentionbyscholarsandpractitioners.Undersuchamacrobackground,the mainbodyofindustrycompetitionshouldshiftitsfocusfromproductstocustomers, designproductsandservicesaroundcustomers'needs,soastobettermeetmarketdemand, makecustomersmoresatisfied,enhancecustomerstickinessandincreasemarketshare.Ch freightcompanyhasaprivatenature.Sinceitsbirth,thecompanyhasattachedgreat importancetocustomerdemand,butithasnotbuiltandappliedacustomerrelationship managementsystem,andhasnotimplementedthescientificcustomerrelationship managementconceptinplace.Thisisanimportantreasonwhythedevelopmentofthe enterpriseishinderedandthestaffteamisunstable. Firstofall,basedontheoverviewofinternationalfreightforwarding,customer relationshipmanagementtheory,customersatisfactionandloyaltytheory,thispaper analyzesthecurrentsituationofcustomerrelationshipmanagementofCHinternational freightcompany,includingfreightbusinessstatusanalysis,companyperformanceanalysis andfinancialstatusanalysis.Onthisbasis,combinedwiththequestionnairesurvey,it pointsouttheproblemsofcustomerrelationshipmanagementofCHinternationalfreight company,includingtheinadequateconceptofcustomerrelationshipmanagement,the inadequateapplicationofcustomerrelationshipmanagementsystem,andtheinadequate customerservice.Secondly,combinedwiththeanalysisofthecurrentsituationand problems,thispaperputsforwardthecustomerrelationshipmanagementschemeofCH internationalfreightcompany,includingthedesignprinciplesandobjectives,the introductionandapplicationofCRMconcept,CRMbusinessprocessdesignandCRM Abstract III serviceprocessdesign.Finally,thepaperputsforwardtheimplementationguarantee measuresofcustomerrelationshipmanagementschemeofCHinternationalfreight company,includingCRMimplementationpersonnelguarantee,CRMorganization structureoptimizationguaranteeandCRMimplementationspecialcostguarantee. Keywords:InternationalshippingCustomerrelationshipmanagementcustomer satisfactioncustomerservice 目录 IV 目录 摘要....................................................................................................................................I Abstract..............................................................................................................................II 第1章绪论..........................................................................................................................1 1.1研究背景和意义.....................................................................................................1 1.1.1研究背景.......................................................................................................1 1.1.2研究意义.......................................................................................................2 1.2国内外研究现状.....................................................................................................2 1.2.1国外研究现状...............................................................................................2 1.2.2国内研究现状...............................................................................................3 1.3研究内容和研究方法..............................................................................................4 1.3.1研究内容.......................................................................................................4 1.3.2研究方法.......................................................................................................5 第2章相关概念和理论基础..............................................................................................6 2.1国际货运代理..........................................................................................................6 2.1.1国际货运代理的概念...................................................................................6 2.1.2国际货运代理的性质...................................................................................6 2.2客户关系管理理论..................................................................................................6 2.3客户满意度和忠诚度理论......................................................................................8 2.3.1客户满意度...................................................................................................8 2.3.2客户忠诚度...................................................................................................8 第3章CH国际货运公司客户关系管理现状及问题分析...............................................10 3.1CH国际货运公司简介..........................................................................................10 3.2CH国际货运公司国际货运业务发展现状..........................................................11 3.2.1货运业务现状分析....................................................................................11 3.2.2公司业绩分析............................................................................................11 3.2.3财务状况分析............................................................................................13 3.3CH国际货运公司客户关系管理现状调查..........................................................15 3.3.1问卷设计与发放.........................................................................................15 3.3.2客户满意度调查分析.................................................................................15 3.3.3客户关系管理现状分析.............................................................................16 目录 V 3.4CH国际货运公司客户关系管理存在的问题......................................................17 3.4.1客户关系管理理念不到位.........................................................................17 3.4.2客户关系管理系统应用不充分.................................................................18 3.4.3客户服务不到位.........................................................................................19 第4章CH国际货运公司客户关系管理方案设计...........................................................20 4.1CRM方案设计原则和目标....................................................................................20 4.1.1设计原则.....................................................................................................20 4.1.2设计目标.....................................................................................................20 4.2CRM