【摘要】：受到全球經(jīng)濟(jì)危機(jī)和運(yùn)力過(guò)剩問(wèn)題影響,全球航運(yùn)市場(chǎng)持續(xù)低迷,同時(shí)受到宏觀經(jīng)濟(jì)的調(diào)整和鋼鐵產(chǎn)能過(guò)剩影響,當(dāng)前沿海運(yùn)輸市場(chǎng)持續(xù)低迷,衰退程度已經(jīng)超過(guò)金融危機(jī)時(shí)的低潮,低迷的航運(yùn)市場(chǎng)態(tài)勢(shì)對(duì)我國(guó)港口企業(yè)造成了嚴(yán)重的沖擊。另外,由于我國(guó)市場(chǎng)機(jī)制的不斷完善,港口的建設(shè)發(fā)展,港口之間的競(jìng)爭(zhēng)也日趨激烈,港口企業(yè)只有不斷提高核心競(jìng)爭(zhēng)力,降低企業(yè)運(yùn)營(yíng)成本同時(shí)擴(kuò)大企業(yè)利潤(rùn),才能在嚴(yán)酷的市場(chǎng)環(huán)境下求得生存發(fā)展。 錦州港一個(gè)集生產(chǎn)經(jīng)營(yíng)、港口建設(shè)和拓展開(kāi)發(fā)為一體的大型港口企業(yè),目前擁有生產(chǎn)泊位24個(gè),其中包括25萬(wàn)噸級(jí)油泊位、10萬(wàn)噸級(jí)散雜貨泊位和10萬(wàn)噸級(jí)集裝箱專用泊位,是遼寧省重點(diǎn)發(fā)展的北方區(qū)域性樞紐港口。隨著港口企業(yè)經(jīng)營(yíng)環(huán)境日趨惡化,錦州港也逐步認(rèn)識(shí)到客戶對(duì)于企業(yè)的重要性。而客戶關(guān)系管理相關(guān)理論可以幫助企業(yè)有效地留住客戶、與客戶建立穩(wěn)定的合作關(guān)系,同時(shí)最大化的實(shí)現(xiàn)企業(yè)的客戶價(jià)值,因此本文旨在利用客戶關(guān)系管理相關(guān)理論,為錦州港未來(lái)經(jīng)營(yíng)發(fā)展提出建設(shè)性的意見(jiàn)和建議。 本文首先研究客戶關(guān)系相關(guān)理論及其在港口企業(yè)的實(shí)踐應(yīng)用,認(rèn)為企業(yè)實(shí)施客戶關(guān)系管理過(guò)程中的核心問(wèn)題是采用恰當(dāng)?shù)姆椒▽?duì)企業(yè)客戶進(jìn)行分類,并且有針對(duì)性的實(shí)施相應(yīng)的營(yíng)銷管理策略；同時(shí)分析和討論了港口企業(yè)的特點(diǎn)和實(shí)施客戶關(guān)系管理的要點(diǎn),在理論上為錦州港實(shí)施客戶關(guān)系管理提供相應(yīng)的理論基礎(chǔ)。 本文分析了錦州港客戶關(guān)系管理現(xiàn)狀與存在問(wèn)題,認(rèn)為當(dāng)前錦州港在應(yīng)用客戶關(guān)系管理過(guò)程中在客戶信息采集、客戶信息管理系統(tǒng)建設(shè)、公司管理組織結(jié)構(gòu)和專業(yè)化分析團(tuán)隊(duì)建設(shè)等方面存在一定的問(wèn)題。同時(shí),針對(duì)錦州港客戶關(guān)系管理現(xiàn)狀,本文利用三維客戶細(xì)分方法對(duì)錦州港客戶進(jìn)行了分類,從維護(hù)現(xiàn)有客戶和開(kāi)發(fā)潛在客戶兩方面提出了適合錦州港發(fā)展的客戶關(guān)系管理策略,并針對(duì)錦州港客戶關(guān)系管理存在問(wèn)題,提出了錦州港客戶關(guān)系管理的實(shí)施方案。
[Abstract]:Affected by the global economic crisis and overcapacity, the global shipping market continues to be depressed, and at the same time affected by macroeconomic adjustments and overcapacity of steel, the current coastal transport market continues to be depressed. The recession has exceeded the low tide during the financial crisis, and the weak shipping market has caused a serious impact on the port enterprises of our country. In addition, due to the continuous improvement of market mechanism, the development of port construction and the increasingly fierce competition between ports, port enterprises must constantly improve their core competitiveness, reduce their operating costs and expand their profits. In order to survive and develop in the harsh market environment. A large port enterprise in Jinzhou Port, which integrates production and operation, port construction and development, currently has 24 production berths, including 250,000 dwt oil berths and 100,000-ton bulk berths and 100,000-ton container berths. Liaoning Province is the key development of the northern regional hub port. With the worsening of port business environment, Jinzhou Port has gradually realized the importance of customers to enterprises. The theory of customer relationship management can help enterprises to effectively retain customers, establish stable cooperative relationship with customers, and maximize customer value. Therefore, this paper aims to make use of the relevant theory of customer relationship management. Put forward constructive suggestions and suggestions for the future operation and development of Jinzhou Port. This paper first studies the theory of customer relationship and its practical application in port enterprises. It is considered that the core problem in the process of implementing customer relationship management is to use appropriate methods to classify enterprise customers. At the same time, it analyzes and discusses the characteristics of port enterprises and the key points of implementing customer relationship management, which provides a theoretical basis for the implementation of customer relationship management in Jinzhou Port. This paper analyzes the current situation and existing problems of customer relationship management in Jinzhou Port, and points out that in the process of applying customer relationship Management in Jinzhou Port, customer information is collected and customer information management system is built. There are some problems in management organization structure and professional analysis team construction. At the same time, according to the current situation of customer relationship management in Jinzhou Port, this paper classifies the customers of Jinzhou Port by using three-dimensional customer segmentation method. This paper puts forward the customer relationship management strategy suitable for the development of Jinzhou Port from the aspects of maintaining existing customers and developing potential customers. Aiming at the existing problems of customer relationship management in Jinzhou Port, the implementation scheme of customer relationship Management in Jinzhou Port is put forward.
【學(xué)位授予單位】：大連海事大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F552.6

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本文編號(hào)：2212810