本文選題：客戶關(guān)系管理 + 石化行業(yè)��； 參考：《大連理工大學(xué)》2015年碩士論文

【摘要】：2004年,大連里瓦泵業(yè)有限公司(簡(jiǎn)稱LEWA公司),在中國(guó)大連成立合資廠,產(chǎn)品從德國(guó)總部引進(jìn),可為國(guó)內(nèi)油氣、石化和化工行業(yè)提供國(guó)際領(lǐng)先的計(jì)量泵產(chǎn)品及服務(wù)。國(guó)內(nèi)市場(chǎng)營(yíng)銷(xiāo)主要采用貼近客戶的直銷(xiāo)模式,公司經(jīng)過(guò)在國(guó)內(nèi)市場(chǎng)10多年的發(fā)展,建立了自己獨(dú)立的客戶關(guān)系管理體系。市場(chǎng)份額逐漸擴(kuò)大到30%,擁有一定的市場(chǎng)知名度。隨著外部行業(yè)發(fā)展日趨成熟增速放緩、競(jìng)爭(zhēng)對(duì)手的發(fā)展,導(dǎo)致產(chǎn)品的市場(chǎng)競(jìng)爭(zhēng)日漸加劇。另外隨著公司在目標(biāo)市場(chǎng)的積累和客戶數(shù)量的增加和公司資源的限制,近年也暴露出越來(lái)越多關(guān)于的客戶關(guān)系問(wèn)題。如何與客戶建立長(zhǎng)期業(yè)務(wù)合作,如何提升客戶對(duì)產(chǎn)品的滿意度,最后形成客戶對(duì)公司品牌的信賴。使公司在未來(lái)能夠獲得在行業(yè)持續(xù)穩(wěn)固的發(fā)展,成為目前公司首要關(guān)心的問(wèn)題。本文以客戶關(guān)系管理(Customer Relations Management, CRM)作為本文的理論基礎(chǔ),列出公司在近年客戶關(guān)系管理過(guò)程中發(fā)生的三個(gè)典型問(wèn)題案例,“重要客戶流失事件”、“設(shè)備零件仿造事件”、“銷(xiāo)售人員圍標(biāo)事件”,這三個(gè)典型的問(wèn)題案例指出公司在客戶服務(wù)、價(jià)格機(jī)制、市場(chǎng)管理方面一定程度上所存在的問(wèn)題,通過(guò)對(duì)案例問(wèn)題的描述和分析來(lái)進(jìn)一步對(duì)LEWA公司客戶關(guān)系管理體系的發(fā)展歷程和現(xiàn)狀進(jìn)行研究。最后按照客戶關(guān)系管理的理念,并以公司現(xiàn)有的客戶關(guān)系管理體系為基礎(chǔ),提出通過(guò)對(duì)目標(biāo)市場(chǎng)客戶進(jìn)行細(xì)分,設(shè)計(jì)出切實(shí)可行的客戶關(guān)系管理體系完善方案,整合公司的優(yōu)勢(shì)資源,在客戶細(xì)分的基礎(chǔ)上對(duì)客戶實(shí)行差異化管理,便于在不同程度上滿足各類客戶群的購(gòu)買(mǎi)使用需求,從而實(shí)現(xiàn)公司優(yōu)質(zhì)客戶資源能夠得到長(zhǎng)期有效地鞏固和發(fā)展。通過(guò)本文研究希望為公司能在目標(biāo)市場(chǎng)的鞏固和增長(zhǎng)提供新的動(dòng)力。同時(shí)也希望LEWA公司能更好的服務(wù)于國(guó)內(nèi)客戶。
[Abstract]:In 2004, Dalian Liwa pump Co., Ltd (LEWA) set up a joint venture factory in Dalian, China. The products were imported from German headquarters, which can provide international leading metering pump products and services for domestic oil, gas, petrochemical and chemical industries. The domestic marketing mainly adopts the direct selling mode close to the customers. After more than 10 years development in the domestic market, the company has established its own independent customer relationship management system. Market share gradually expanded to 30 points, has a certain market awareness. With the development of external industry and the development of competitors, the market competition of products is becoming more and more intense. In addition, with the accumulation of the company in the target market, the increase of the number of customers and the limitation of the company's resources, more and more problems about the customer relationship have been exposed in recent years. How to establish long-term business cooperation with customers, how to enhance customer satisfaction with products, and finally form customer trust in the company brand. To enable the company in the future to achieve a sustained and stable development in the industry, become the company's primary concern. Based on customer Relations Management, CRM), this paper lists three typical problems in the process of customer relationship management, such as "important customer loss event", "equipment parts imitation event", and so on. These three typical problem cases point to the company's problems in terms of customer service, price mechanism, and market management to a certain extent. Through the description and analysis of the case, this paper further studies the development course and present situation of customer relationship management system of LEWA Company. Finally, according to the concept of customer relationship management, and based on the existing customer relationship management system of the company, this paper proposes a feasible scheme to improve customer relationship management system by subdividing the customers in the target market. Integration of the company's superior resources, on the basis of customer segmentation on the basis of customer differentiation management, in order to meet the various customer groups in varying degrees of purchase and use needs, In order to achieve the company's high-quality customer resources can be effectively and long-term consolidation and development. Through this study, we hope to provide new impetus for the company to consolidate and grow in the target market. At the same time, we also hope that LEWA can better serve domestic customers.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F426.4

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本文編號(hào)：1947241