【作者】 任益群；

【导师】 王正斌；

【作者基本信息】 西北大学 ， 工商管理， 2007， 硕士

【摘要】 西安秦华天然气有限公司是一家股份制改造不足一年的公用事业型燃气企业,近年来,公司各项发展较快,但随着国家政策环境的改变、替代品的激烈竞争、以及历史国有体制遗留的一些弊端,使公司的可持续发展面临严峻挑战。论文通过对客户关系管理在公司的实施研究,力求找到解决公司两大核心问题—改善客户服务和提高运营效率的科学方法和策略。论文首先介绍了研究背景和意义、国内外研究现状及论文研究内容、方法和思路并对客户关系管理的相关理论和概念进行了阐述;然后,在实际调研及访谈的基础上,对公司客户服务现状、存在的问题及原因进行了分析和总结,指出了实施客户关系管理的必要性;第三,以上述理论及公司实际状况为依据,论文建立了公司实施客户关系管理的战略地图,并在顾客感知价值模型的基础上对公司实施客户关系管理的策略进行了阐述;最后,通过学习五角星法、鱼骨图、5W3H法等流程优化工具对业务扩展流程进行优化和重组以改善客户服务,并提出了能科学评估CRM系统实施效果的客户服务可观测关键指标体系和具体考核方法。本文从实战操作的角度,研究了客户关系管理在西安秦华天然气有限公司中的具体实施办法,对于企业在复杂的经济环境中获得生存,提升竞争优势的迫切需要,提供解决思路和方法。更多还原

【Abstract】 Xi-An QinHua Limited Natural Gas Company serves as a social-welfare-orientated gas enterprise, reconstructed into a joint-stock company. Recently, this company has made a great development in this industry. But with the state policy of monopoly has been changed, some new substitutes has arisen and some intrinsic limitation of the company resulted in super challenge as well as the drawbacks left by the state-owned managing system. Facing great pressure, by study CRM applied in company, this article carried out a detailed analysis of service for the customers and tried to solve two key problems, improving customer service level and increasing operation efficiency.Firstly, This article introduces the research background and meaning, current research situation at home and abroad, the research content & methods and states the related theory and concepts of CRM appraisal. Secondly, based on the actual investigation and interview, it analyses and summarizes the current situation, existing problems and reasons and it points out the necessity of individual CRM appraisal in the company. Thirdly, The article carried out a detailed analysis of the service for the customers, presenting problems and reasons based on the above-mentioned theory. The paper maps out the developmental plan of establishing managing relationship among customers, analyzes the managing strategies of the corporation based on the perceiving-value model of the customers. Lastly, utilize optimizing tools to optimize and reengineer operation process to improve customer service. At the same time, this article put forward how to evaluate CRM system implementing effect in customer service key index system and concreted method.From the angle of true war operation, this text is studying the specific performance of customer relationship management in Xi-An QinHua Limited Natural Gas Company . This way offer solution way of thinking with method,Which can help the enterprise acquire Vitality and promote the competitive advantage in complicatedly of economic environment.更多还原