發(fā)布時(shí)間：2018-04-03 19:41

  本文選題：客戶關(guān)系管理　切入點(diǎn)：銷售管理型CRM系統(tǒng)　出處：《蘭州大學(xué)》2017年碩士論文

【摘要】：肯富來(lái)泵業(yè)公司是一家有著60多年泵類產(chǎn)品設(shè)計(jì)、制造、銷售及服務(wù)的企業(yè)。但是,隨著中國(guó)市場(chǎng)競(jìng)爭(zhēng)激烈化和客戶需求多樣化,肯富來(lái)泵業(yè)公司傳統(tǒng)的“以產(chǎn)品為中心”銷售管理模式逐漸暴露出只注重產(chǎn)品銷售而忽略市場(chǎng)客戶需求、注重銷售額考核而忽略銷售流程管理和客戶信息管理等等問(wèn)題,造成了企業(yè)銷售業(yè)績(jī)嚴(yán)重下滑,制約了企業(yè)發(fā)展。通過(guò)對(duì)肯富來(lái)泵業(yè)公司銷售管理中存在問(wèn)題的分析,運(yùn)用客戶關(guān)系管理、業(yè)務(wù)流程再造等理論,從企業(yè)的市場(chǎng)競(jìng)爭(zhēng)態(tài)勢(shì)、信息化建設(shè)環(huán)境、企業(yè)人文環(huán)境等方面對(duì)銷售管理型CRM系統(tǒng)的構(gòu)建基礎(chǔ)進(jìn)行了論證分析。進(jìn)而提出構(gòu)建銷售管理型CRM系統(tǒng)的解決方案。該方案給出了銷售管理型CRM系統(tǒng)的設(shè)計(jì)目標(biāo)和結(jié)構(gòu)構(gòu)成,描述了客戶信息管理、客戶拜訪記錄管理、客戶跟進(jìn)工作提醒管理、客戶評(píng)估報(bào)告管理以及銷售業(yè)績(jī)實(shí)時(shí)分析和銷售業(yè)務(wù)管理等等基本功能,并基于肯富來(lái)泵業(yè)公司銷售管理CRM系統(tǒng),重構(gòu)銷售業(yè)務(wù)管理流程、客戶回訪工作流程和事務(wù)管理流程。最后,針對(duì)肯富來(lái)泵業(yè)公司銷售管理型CRM系統(tǒng)的實(shí)施步驟、實(shí)施保障及風(fēng)險(xiǎn)與防范進(jìn)行了闡述。通過(guò)肯富來(lái)泵業(yè)公司銷售管理型CRM系統(tǒng)的構(gòu)建,實(shí)現(xiàn)了肯富來(lái)泵業(yè)公司從以“產(chǎn)品為中心”向“以客戶為中心”銷售管理模式的轉(zhuǎn)變,提升了客戶滿意度,同時(shí)扭轉(zhuǎn)了企業(yè)銷售下滑的趨勢(shì)。
[Abstract]:Kenfrey pump Company is a more than 60 years pump products design, manufacturing, sales and service enterprises.However, with the fierce competition in the Chinese market and the diversification of customer demand, the traditional "product-centered" sales management model of Kenfrey pump Company has gradually exposed that it only pays attention to product sales while neglecting the market customer demand.Paying attention to sales assessment and neglecting sales flow management and customer information management causes a serious decline in sales performance and restricts the development of enterprises.Through the analysis of the problems existing in the sales management of Kenfula pump Company, using the theories of customer relationship Management and Business process Reengineering, from the market competition situation of the enterprise, the information construction environment,The construction foundation of sales management CRM system is demonstrated and analyzed in the aspect of enterprise humanistic environment.Furthermore, the solution of constructing the CRM system of sales management is put forward.The design goal and structure of the CRM system of sales management are given, and the customer information management, customer visit record management, customer follow-up work reminder management are described.Customer evaluation report management, sales performance real-time analysis and sales business management and other basic functions, and based on the Kenfrey pump Company sales management CRM system, reconfiguration of sales business management process, customer return visit workflow and transaction management process.Finally, the implementation steps, implementation guarantee, risk and prevention of the sales management CRM system of Kenfrey pump Company are described.Through the construction of sales management CRM system of Kenfula pump Company, the change of sales management mode from "product-centered" to "customer-centric" has been realized, and customer satisfaction has been improved.At the same time reversed the trend of enterprise sales decline.
【學(xué)位授予單位】：蘭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F426.4;F274

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本文編號(hào)：1706632