GR公司的客户关系管理研究

【作者】 范晓峰；

【导师】 蔡建峰；

【作者基本信息】 西北工业大学 ， 工商管理， 2002， 硕士

【摘要】 客户关系管理(Customer Relationship Management)的理念来自于市场营销中的关系营销。随着经济和技术的不断发展，市场竞争日益激烈，许多企业把客户关系管理作为竞争制胜和企业发展的利器。 论文结合GR公司外部环境、内部能力以及经营现状分析，对GR公司经营领域和业务进行了定位；通过对GR公司现有客户的分类和描述的方法，确定了该公司的潜在高价值客户；借助对客户推动力因素分析，确定了不同类型客户的内在差异性需求；论文进一步研究了该公司现有不同类型客户的客户盈利性、客户满意度与客户价值。另外，利用客户增长矩阵，通过分析不同业务的客户战略，提出了GR公司的总体客户战略。通过与竞争对手比较、对不同业务和不同客户的能力可持续性优势几个方面的分析，对GR公司的能力进行了讨论。最后，提出了GR公司的客户关系管理的实施策略。更多还原

【Abstract】 The concept of Customer Relationship Management (CRM) comesfrom the idea of relationship marketing. With the economical and technicaldevelopment, market comPetition becomes increasingly intense. Manyenterprises take CAN as a weaPon to beat their competitors and improvetheir business.First, by combining the outer environment with the intemal caPabilitiesand statUs quo, the business field of GR company is located.Then, the existing cuStomers are classified and described to identify thelatent customers with high value for GR comPany. The inner needs ofcustomers are sought by factors analysis. The customer profitability,customer satisfaction and customer va1ue are analyzed. Different kinds ofcustomer stfategies are discussed by customer increase matrix, and thewhole customer strategy of GR company is proposed. Capabilities of GRcompany is analyzed by following three ways: comparison with competitors,different activities and different cuStomers. The implementing strategiesbased on CRM of GR company are proposed at last.更多还原