本文選題：瀝青產(chǎn)品 + CRM系統(tǒng)　； 參考：《華東理工大學》2013年碩士論文

【摘要】：近些年中國經(jīng)濟快速發(fā)展,石化產(chǎn)品面對從賣方市場向買方市場的轉(zhuǎn)變,上海瀝青公司作為石化產(chǎn)品整合的專業(yè)化銷售公司,隨著中石化產(chǎn)品在市場上主導地位的減弱,隨著生產(chǎn)企業(yè)產(chǎn)能的不斷擴大,市場競爭變得日趨激烈。瀝青公司作為承接生產(chǎn)企業(yè)到客戶的供應鏈中重要的一環(huán),有著確保生產(chǎn)企業(yè)生產(chǎn)后路暢通的特殊歷史使命,也有著為中石化煉油板塊創(chuàng)造效益,減輕煉油板塊虧損的重任。如何能夠做到未雨綢繆,這就需要我們以服務客戶為中心,維護好與客戶之間的關系,與客戶形成戰(zhàn)略合作伙伴關系,創(chuàng)建瀝青公司穩(wěn)定的銷售渠道。 瀝青公司通過CRM系統(tǒng)維護與客戶的關系,與客戶進行有效的溝通,為客戶提供個性化的服務,提升客戶滿意度,提高客戶的忠誠度。本文通過闡釋CRM系統(tǒng)下瀝青公司客戶關系管理的現(xiàn)狀,和在現(xiàn)代企業(yè)管理中客戶關系的必要性,結合作者在中石化CRM系統(tǒng)的項目應用實踐,通過提升CRM系統(tǒng)功能,加強對客戶的服務意識,提升公司銷售人員業(yè)務水平,減少業(yè)務人員變動,增加客戶的忠誠度,從而確保構建一個雙贏的營銷網(wǎng)絡。
[Abstract]:In recent years, with the rapid development of China's economy and the transition of petrochemical products from the seller's market to the buyer's market, Shanghai Asphalt Company, as a specialized sales company for the integration of petrochemical products, as the dominant position of Sinopec products in the market has weakened. With the continuous expansion of production capacity, market competition has become increasingly fierce. As an important part of the supply chain from the production enterprises to the customers, the asphalt company has a special historical mission to ensure the smooth production process of the production enterprises, and also has the important task of creating benefits for the refining plate of Sinopec and reducing the losses of the refining plate. How to prepare for a rainy day requires us to take serving customers as the center, maintain the relationship with customers, form a strategic partnership with customers, and create a stable sales channel for asphalt companies. The asphalt company maintains the relation with the customer through CRM system, carries on the effective communication with the customer, provides the individualized service for the customer, enhances the customer satisfaction, enhances the customer loyalty. Through explaining the current situation of customer relationship management in asphalt company under CRM system and the necessity of customer relationship in modern enterprise management, combined with the project application practice of CRM system in Sinopec, this paper improves the function of CRM system. Strengthen the service consciousness to the customer, improve the business level of the sales staff, reduce the change of the business personnel, increase the loyalty of the customer, so as to ensure the construction of a win-win marketing network.
【學位授予單位】：華東理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F270.7;F426.72

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本文編號：2039666