大连成大方圆运用CRM提高顾客满意度的研究

【作者】 马丽；

【导师】 汤正如；

【作者基本信息】 大连理工大学 ， 工商管理， 2004， 硕士

【摘要】 随着我国医药零售市场的全面开放，行业竞争不断加剧，而药店提供的产品同质化程度又非常高，顾客在选择药店的时候随机性很强，最大限度地提高顾客满意度成为连锁药店在激烈竞争中吸引并保持顾客，从而赢得竞争优势的制胜法宝。 本文强调以顾客价值为基础进行顾客满意研究，通过对顾客需要的价值的识别，能够更深入的探察顾客内心的想法，寻找企业所提供的产品和服务与顾客需要之间的差异。 CRM理论的主要原理就是重视顾客价值，将企业的客户视为最重要的企业资产，通过完善的客户服务和深入的客户分析来提高客户满意度和忠诚度，因此，通过把CRM的思想灵活地运用到大连成大方圆连锁药店的提高客户满意度的战略中，对影响客户感知价值的因素进行归类、分析，寻找重点客户的顾客价值要素。同时，结合CRM中的“一对一”营销、定位客户类型、实施拉式模式三个理论，帮助大连成大方圆连锁药店实现不同客户的分类管理，满足不同客户的个性化需求，并制定出有效的提高客户满意度的营销策略，进而保证客户终生价值和企业利润增长的实现。 本文通过市场调研，分析大连医药消费者的顾客价值要素，针对成大方圆连锁药店经营现状，把CRM理论运用到该企业的经管理中，旨在寻求一种合理、有效的方法提高成大方圆连锁药店的顾客满意度，同时增强成大方圆连锁药店在市场中的竞争力。更多还原

【Abstract】 With the complete opening of the medicine retailing market in China, the competition in this field is increasingly intensified under the fact that different medicine stores own many products with similar quality and costumers have a lot of choices. Therefore, Satisfying Customers (SC) has become the key of attracting and retaining customers and accordingly gaining competitive advantages for medicine-retailing chains.In this paper,the Customer Satisfaction was investigated by emphasizing costumer value. We can dig into the purchasing motivation through recognizing the demands of customers, and find why the product and service that enterprises are providing cann’t meet the needs of customers.The fundamental principle of Customer Relation Management(CRM) theory underlines the customer value,taking the customers as the most important assets of enterprise, and taking great efforts to increase customer satisfaction and loyalty by perfect customer services and deep analysis of customer values. Therefore, CRM theory is applied to the ChengDa Fang Yuan medicine retailing chain to increase CS and find the key factors that affect main customers by ranking and analyzing all kinds of factors that may affect customer value. Meanwhile, we combine the three theorems of CRM, i.e., "one to one" sale, "Locating customer type", "Pull pattern" to help the ChengDa FangYuan realize the classification management of customers in order to satisfy those individualized demands. In addition, an effective marketing strategy can be made to further increase CS and integrate the life-long value of customers with increase of enterprise profits.The aim of this paper is to find an appropriate and effective method to help ChengDa FangYuan medicine retailing chain to increase CS and be more competitive in the market through market research, by analyzing the medicine customers value of Dalian city, and applying CRM theory to the enterprise management according the current status.更多还原