【作者】 黄海波；

【导师】 何文盛；

【作者基本信息】 兰州大学 ， 工商管理， 2010， 硕士

【摘要】 随着市场竞争的日益激烈,传统企业静态运营系统越来越难以胜任对动态客户的管理,更新经营管理模式已经势在必行,服务意思的空前改观和质量概念的全新扩展,使客户对产品和服务都予以了同样的重视。客户关系管理(CRM)作为一种旨在改善企业与客户之间关系的新型管理机制,得到了全球商业界的普遍认同和运用。虽然目前各行各业对CRM的理解各不相同,但是都一致认为电子商务时代的到来,以及信息技术的长足发展和广泛应用促进了客户关系管理系统的实现。可以说CRM系统是新型管理思想和电子商务技术的完美融合。本文首先介绍了CRM的概念、产生背景以及应用现状。利用SWOT分析方法,通过分析金业公司的内部及外部的实际情况,表明CRM实践对于中小企业的重要性、可行性。本文综合埃森哲模型和Buttle模型,从CRM主干能力和CRM支持能力等多个角度就金业公司在经营过程中的CRM现状做了较全面分析,得出金业公司目前客户洞察能力和客户互动能力薄弱的结论。本文最后针对分析结论,提出一些改进建议,以试图帮助金业公司提高对客户关系管理的认识,加强客户关系管理水平,帮助金业公司找出一条适合的发展方式。更多还原

【Abstract】 With the market competition becoming increasingly fierce, more and more traditional enterprises operating system could not adapt to the dynamic customer management, updating management model has inevitable, service and quality of the meaning of the concept of an unprecedented improvement in the new expansion, so that customers Products and services are to be the same attention.Customer Relationship Management (CRM) as a the new management mechanism to improve the relationship between enterprise and client has been generally recognized and applied by the global business community. Although the understanding of the various sectors of the CRM is not the same, they all agreed that the era of e-commerce, and information technology, rapid development and wide application expedite the implement of Customer Relationship Management System. It can be said that CRM system is a new management ideas and the perfect integration of e-commerce technology.This paper introduces the concept of CRM, background and current application. Using SWOT analysis method to analyze the internal and external reality of Goldyip, to demonstrate the importance and the feasibility of CRM practice in SMEs. The paper integrated Accenture and Buttle, comprehensive analysising from the the trunk capacity of CRM and supporting capabilities of CRM and other aspects of Goldyip in the CRM business process to come to the conclusion that Goldyip’s current customer programming ability insight and customer Interactive is weakness. Finally, the paper conclusions for the analysis, put forward some suggestions for improvement, in an attempt to help Goldyip to improve the understanding of CRM, to enhance the level of CRM to help companies find a suitable method of development. Finally, the paper in connection with conclusions of the analysis make some suggestions for CRM improvement, to help Goldyip to improve the understanding of CRM, to enhance the level of CRM, helping Goldyip to find a suitable method of development.更多还原