【作者】 马兵；

【导师】 陈静宇；

【作者基本信息】 重庆大学 ， 工商管理， 2002， 硕士

【摘要】 论文首先对客户关系管理系统的有关理论进行论述；CRM应用和研究现状进行分析；然后研究CRM高失败率的原因；在此基础上，分析EY公司的产品特点，市场态势和客户关系管理现状，明晰建立客户关系管理系统的必要性，提出客户关系管理系统要达到的目的和实现的目标；分析建立客户关系管理系统的必要的准备工作和实施计划；研究提出EY公司执行CRM项目的具体可操作的方案，并对项目实施的效果进行分析和评价，并提出一般中小企业实施CRM项目的具体建议，供中小企业在CRM实施过程中作参考。 论文取得的研究成果主要有： 公司在进行CRM系统实施前的准备工作至关重要。CRM系统中蕴含的管理思想，意味着企业从以产品为中心的管理模式向以客户为中心的管理模式的转变，意味着管理观念的转变，由活动构成的企业相关流程的转变，制度的转变，人的转变。质量、客户服务和市场营销是紧密联系的，传统上将他们分开各自管理，服务和质量是建立关系的基础，企业实施关系营销和管理，必须将他们合在一起，作为一个整体进行管理。进行管理流程改造，整合质量、客户服务和市场职能，较好地处理销售、市场和客户之间的关系； CRM是一种管理思想，是一种战略而不是战术。在正式推行CRM之前，应用新的管理流程试运行，以顾客为中心的思想先建立在公司的员工心中，形成公司的文化，同时发现新流程的问题，及时调整并在CRM系统中修正； CRM系统的实施需要时间，实施企业需要时间分析自己的需求，软件公司也需要时间理解企业的需求和软件编写和调试；企业应制定合理的项目进度表，而不是只追求进度。 定制型CRM系统可以根据企业需求编制，需要企业和软件公司有足够的人力资源才能保证系统的成功实施。中小企业要实施定制式CRM系统必须有很强的人力资源基础，在企业管理、项目准备、项目执行和系统运行方面都需要强大的人力支撑，而这正是大多数的中小企业所缺乏的，所以对于一般的中小企业来讲，需要强大的人力支撑，选择通用型的CRM系统而非依据业务特点定制的CRM系统是更明智的方式。更多还原

【Abstract】 At first,This paper state theory of CRM;secondly,I analyze the moment situation of CRM project and study the deep reason of high rate of CRM failure;then I study the characteristic of EY product and competent situation,current customer management. On the basis of above analysis,I make it clear to execute CRM goal and vision and what we should prepare for CRM execution. Research deeply the right action to execute CRM,including CRM preparation,business process reengineering,idea training,management need,software program and operating,etc. then reviewing the CRM project of EY and suggest for CRM project in general middle-small corporate.Major study achievement of this paper:CRM means the change from product centric to customer-oriented,reengineer the business process,company institution and employee. Quality,service and marketing are always work closely,but they are separated traditionally from. Quality and service are the base of relation built-up and must be integrated to be managed if corporate wants to execute relationship marketing. Project begins with organization reengineering. To set up new marketing department is to integrate the function of quality,service,marketing in order to smoothly coordinate customer,sale person and operation departments within company.CRM is management idea and strategy,not tactics. It is important to operate under new business process and built-in corporation culture of customer-oriented in every corner of company before starting up CRM operation. The question of new business process must be discovered and corrected in time.CRM is one project of time consumption,so corporate needs time to analyze his needs;CRM provider also needs time to comprehend deeply corporate business and needs,corporate should make a reasonable project schedule,not only for project deadline;to program,to test and debug. Customization CRM can meet corporate special needs,but it also requires the stronger human resources to assure CRM project executing.The strong human resources are base of execution of customization CRM,involving management,project preparation,project execution and system operation. That is theweak force for small scale corporate. So it is good idea for middle-small scale corporate to choose general CRM system,not customization CRM.更多还原