株洲冶炼集团客户关系管理策略研究

【作者】 盛飞霞；

【导师】 王咏梅；

【作者基本信息】 中南大学 ， 工商管理， 2004， 硕士

【摘要】 二十世纪八十年代初，人们发现企业寻找新客户的成本越来越高。因此，一些营销专家相继提出了客户关系营销的理论。该理论提出，在交易活动完成以后，企业还要同其现有客户保持接触，建立符合企业与客户共同利益的长期关系，以使得企业通过这种长期关系获利。随后，人们开发了许多客户关系营销的实施方法，如客户价值评价方法、关系过程管理方法等。 目前，株冶集团正在实施对于企业发展具有重要意义的产品深加工战略。在该战略实施过程中，企业暴露出的一些营销问题表明，株冶集团迫切需要改变交易营销的营销管理模式，实行客户关系营销。而且，株冶集团首先要解决两个主要问题：如何正确评价客户价值并根据客户价值对客户进行分类；如何有效地管理企业和客户的交互与对话活动。 本文分析了株冶集团现有客户价值评价体系的特点和缺点，设计了一种符合关系营销观念的、多指标体系的客户价值分析和客户分类方法，以便株冶集团可以更加全面地评价客户能够带来的贡献，识别客户价值。 本文也分析了株冶集团目前与客户进行交互和对话的活动，并基于客户关系营销中的关键过程理论，指出现有交互与对话活动管理的缺点。为有效管理株冶集团与客户的交互与对话活动，本文探讨了如何构建株冶集团的客户接触中心，以及如何制定株冶集团与不同客户的接触活动计划。更多还原

【Abstract】 In 1980’s , people found that it is more and more expensive for an enterprise to get a new customer. Accordingly, some Marketing experts brought forward a new Customer-Relationship-Marketing(CRM) theory. The CRM theory points that even after the sale is over, should the enterprise maintain the relationship between its customer and itself. To build and maintain this relationship can bring long-term benefits for the enterprise. Based on the CRM theory, people develops some CRM ways, such as ways to detect Customer Value and ways to manage the relationship processes between enterprises and their customers.The Zhuzhou Smelter Group Co. ,Ltd is carrying out the Product-deep-processing Stratagem which is of great importance about its development. During the Product-deep-processing process, some marketing problems aroused show that it is instant to change the present Exchange Marketing Mode and carry out Customer Relationship Marketing in Zhuzhou Smelter. Especially, the Zhuzhou Smelter should find a way to solve these two problems: how to detect its customer value and segment its customers, how to effectively manage the interchanging and conversing activities between its customers and itself.This paper analyses the characters of the present Customer Value Detecting System in Zhuzhou Smelter and designs a Multi-Parameter Customer Value Detecting System , in order that the Zhuzhou Smelter can detect its Customers’ Value and segment the customers more roundly.This paper also analyses the present interchanging and conversing activities that Zhuhzou Smelter have had with its customers. Based on the CRM theory, this paper analyses the Zhuzhou Smelter’s shortages in managing these activities. And this paper researches how to build the Zhuzhou Smelter’s Customer Contact Center and how to plan Customer-Contacting tasks for different customers, in order to make these Customer-Contacting activities more effectively.更多还原