基于客户忠诚的酒类企业B2B客户关系管理研究

【作者】 王凯；

【导师】 刘卓林；

【作者基本信息】 南京理工大学 ， 企业管理， 2010， 硕士

【摘要】 随着信息技术的发展,生产力的再度飞跃,商品的极大丰富,客户拥有了更大的选择权。客户作为企业正常生产与维持经营的重要资源,企业为了增加忠诚客户的数量,必须充分掌握客户信息,了解客户的个性化需求。企业纷纷致力与客户建立保持良好的互动关系,客户关系管理的出现,给企业提供了一种强大的竞争优势,其核心就是实现客户忠诚。酒类生产作为一门流传了几千年的行业,随着理念的创新与技术的进步,酒类企业的客户关系管理手段与观念也在不断的发展。在当前竞争激烈,渠道占有重要地位且带有显著区域性的酒业中,针对B2B客户实施客户关系管理,对推动企业发展而言举足轻重。如何获得客户、保留客户,赢取客户忠诚,正是当前酒类企业所关心的问题。本研究基于客户忠诚,以B2B环境下的酒类企业为研究对象,对客户关系管理进行研究。首先对客户关系管理理论、客户忠诚理论进行了相关文献回顾,对于在客户关系管理过程中影响客户忠诚的两个因素,服务质量与关系质量进行了重点研究。在此基础上分析其客户忠诚驱动机理,提出了CRM在酒类企业B2B应用中的客户忠诚驱动模型及研究假设。然后采用问卷调查的形式对研究对象进行了调研,运用SPSS统计软件对回收结果进行了科学分析,分析的结果验证了研究模型与假设,为酒类企业对B2B客户关系管理建立正确的认识与成功应用提供了一定的借鉴价值。最后,根据本研究的结论,指出研究中存在的局限以及对未来的展望。更多还原

【Abstract】 With the development of information technology, productivity leaps again, species of commodities become rich, customers have more choices. Customers as enterprises’ major resource to maintain normal production and operation, in order to increase the number of loyal customers, the enterprise must fully grasp customer information and understand the customer’s individual requirements. Enterprises have committed to working with customers to establish intimate interaction relationship, the emergence of Customer Relationship Management is bringing to enterprises with a powerful competitive advantage, the core will be to achieve customer loyalty.Wine production industry has spread thousands of years, with innovation of idea and progress of technology, the methods and concepts of CRM are constantly developing in wine industry enterprises. In the current, the competitive wine industry with significant regional and marketing channel occupies an important position in this area, and the implementation of CRM to B2B customers is of vital importance to promote enterprise development. How to get clients, retain customers and acquire customer loyalty, nowadays there are important problems with which wine industry enterprises have concerned.This research is based on customer loyalty on CRM, as wine industry enterprises to object of study in B2B environment. First of all, it conducts literature review & proposal about theory of customer relationship management and customer loyalty, the paper has given research priorities to the customer loyalty’s two factors which are service quality and relationship quality in process of customer relationship management. Based on these, it analyze the driving mechanism in customer loyalty, the paper raises driven model of customer loyalty and research hypotheses on B2B CRM in wine industry enterprises. Then the research uses questionnaires and SPSS statistical software to deal with scientific data. The analyses results have validated the model and hypotheses, it can make wine industry enterprises to establish a correct understanding for B2B CRM and provide a reference value for application. Finally, according to the conclusions of study, it points out the limitations of existing research and the vision for the future.更多还原