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MBA硕士毕业论文_K公司客户关系管理研究PDF

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更新时间:2022/5/30(发布于浙江)

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文本描述
成立于1995年的K公司中国区总部,其主要的集装箱运输业务,受 市场低迷的影响,承受着同行以及跨界等多重竞争挤压,利润空间极度萎 缩,客户忠诚水平明显下降。为了提高企业竞争力,摆脱单一的价格营销 手段,K公司中国分公司尝试“以客户为中心”,实行差异化管理来强化客 户关系,优化客户的盈利能力。本文结合客户关系、客户价值、客户细分 等相关理论,分析了公司当前的客户关系管理水平,总结出当前管理中存 在着客户分类标准不科学、客户关系维系策略与客户价值不匹配、绩效考 核与公司战略不匹配。然后,针对此三大问题,提出了一系列基于客户价 值分类的差异化关系管理措施,以推动现有客户价值向上升值、提高高价 值客户资本。 本研究运用层次分析法和聚类分析法,建立了基于客户价值的细分标 准,并为不同价值分类客户,定制了满足他们需求的营销策略、资源投入, 实现科学的客户分类管理策略。同时,为了确保客户信息能充分有效地支 持公司的分类管理策略,论文在完善客户信息管理一般流程的基础上,提 出了基于客户价值细分的客户信息管理要求。除此之外,针对客户忠诚类 型,设计了符合客户需求的忠诚度管理策略,以提高价值客户的忠诚水平。 最后,引入能度量客户维护与发展的业绩考核标准,督促公司各职能部门 真正做到“以客户关系为中心”。 关键词:客户价值,客户关系,客户细分,差别化管理 THE STUDY OF CUSTOMER REALTIONSHIP MANAGEMENT IN K LTD. ABSTRACT In current volatile market, K Ltd. faces shrinking margin, declining customer loyalty and possible long-term loss in China. To improve company competitiveness, K Ltd.(China) plans to apply a differential customer relationship policy to improve customers’ profitability. This paper reviews the company’s current CRM performance, and points out the defects on customer classification standards, policies in customer relationship maintenance, and appraisal standards. This paper sets up a customer-value-based segmentation system, and suggests a bucket of plans to improve customer relationship, including differential marketing policies, improve key account management, monitor customer value changes, etc. Besides, an optimized customer data management system is suggested to support future’s customer data digging; a customer loyalty management plan is designed based on their loyalty type to improve value customers’ loyalty. Lastly, some customer-oriented appraisal standards are introduced to encourage employees’ more attention on customer relationship management. KEY WORDS: customer relationship management, customer value, customer classification, customer differential 目录 第1章 绪论 ............................................................................................................................................. 1 1.1 研究背景及问题的提出 ............................................................................................................. 1 1.2 研究的意义 ................................................................................................................................. 2 1.3 研究内容及框架 ......................................................................................................................... 3 1.3.1 研究内容 ........................................................................................................................... 3 1.3.2 论文框架 ........................................................................................................................... 4 第2章 相关理论概述 ............................................................................................................................. 1 2.1 客户关系管理理论 ..................................................................................................................... 1 2.1.1 客户关系管理的内涵 ....................................................................................................... 1 2.1.2 客户关系管理的目标 ....................................................................................................... 1 2.2 客户分级理论 ............................................................................................................................. 2 2.2.1 界定客户价值 ................................................................................................................... 2 2.2.2 客户价值细分 ................................................................................................................... 3 2.2.3 客户价值细分方法 ........................................................................................................... 3 2.3 客户满意度和客户忠诚度 ......................................................................................................... 5 2.3.1 客户满意度 ....................................................................................................................... 5 2.3.2 客户忠诚度 ....................................................................................................................... 6 2.3.3 客户忠诚的类型 ............................................................................................................... 6 第3章 集装箱航运外部环境分析 ......................................................................................................... 8 3.1 宏观环境分析 ............................................................................................................................. 8 3.1.1 政治环境 ........................................................................................................................... 8 3.1.2 经济环境 ........................................................................................................................... 9 3.1.3 技术环境 ........................................................................................................................... 9 3.1.4 社会环境 ......................................................................................................................... 10 3.2 行业环境分析 ........................................................................................................................... 10 3.2.1 集装箱市场形势 ............................................................................................................. 10 3.2.2 运力分析 ......................................................................................................................... 11 3.2.3 运价分析 ......................................................................................................................... 12 3.3 竞争环境分析 ........................................................................................................................... 12 3.3.1 同业竞争情况 ................................................................................................................. 12 3.3.2 主要竞争对手的客户满意度 ......................................................................................... 13 3.3.3 新进入者竞争情况 ......................................................................................................... 14 第4章 K公司客户关系管理现状及存在的问题 ............................................................................... 15 4.1 K公司介绍 ................................................................................................................................ 15 4.1.1 K公司背景 ...................................................................................................................... 15 4.1.2 K公司战略 ...................................................................................................................... 15 4.1.3 K公司组织结构 .............................................................................................................. 15 4.1.4 公司营销策略 ................................................................................................................. 16 4.1.5 客户管理系统 ................................................................................................................. 17 4.2 K公司客户关系管理现状 ........................................................................................................ 17 4.2.1 主要客户分类 ...............................................................