本文選題：客戶關(guān)系 + 客戶忠誠　； 參考：《哈爾濱理工大學(xué)》2017年碩士論文

【摘要】：作為一種新型的管理機(jī)制,客戶關(guān)系管理(CRM)可以改善企業(yè)與客戶之間關(guān)系,提高客戶忠誠度和滿意度,在產(chǎn)品同質(zhì)化現(xiàn)象日趨嚴(yán)重和企業(yè)間競爭異常激烈的今天,客戶資源的競爭成為了企業(yè)的工作重點(diǎn),如何在競爭中提高客戶滿意度和忠誠度,獲得更多客戶的青睞是問題的關(guān)鍵。在客戶關(guān)系管理中,企業(yè)圍繞客戶這個(gè)中心,來完成其業(yè)務(wù)流程的重組和組織結(jié)構(gòu)的再造,展開系統(tǒng)的客戶研究,全面提升客戶滿意度,核心思想是建立客戶忠誠,最終達(dá)到企業(yè)運(yùn)營效率的目的。本論文以客戶關(guān)系管理理論為基礎(chǔ),以客戶關(guān)系管理的發(fā)展現(xiàn)狀和未來發(fā)展趨勢為依據(jù),以H廣電公司為具體研究對(duì)象,結(jié)合H廣電公司現(xiàn)有客戶關(guān)系管理現(xiàn)狀進(jìn)行了詳細(xì)分析,并提出了具體的有效策略。首先,先通過學(xué)習(xí)和借鑒國內(nèi)外客戶關(guān)系管理研究的著作和文獻(xiàn),對(duì)客戶關(guān)系管理的內(nèi)容和客戶關(guān)系管理未來發(fā)展的趨勢進(jìn)行了歸納、匯總,應(yīng)用客戶關(guān)系管理理論對(duì)H廣電的客戶關(guān)系管理發(fā)展的現(xiàn)狀進(jìn)行了研究和闡述,指出客戶關(guān)系管理的必要性,為下一步客戶關(guān)系管理的優(yōu)化策略和方案提出奠定了基礎(chǔ)。其次,建立適合H廣電公司客戶信息管理體系,主要包括客戶信息管理平臺(tái)的建立、“以客戶為中心”理念的建立和績效考核體系的建立,將“以客戶為中心”的理念融入到管理中,要貫穿在員工服務(wù)的始終。再次,為確保H廣電公司客戶關(guān)系管理體系正常實(shí)施,還需要有一些列的保障制度,通過優(yōu)化組織結(jié)構(gòu)、建立人才儲(chǔ)備、制定公司的各種保障制度,使H廣電公司客戶關(guān)系管理體系得以順利實(shí)施,從而客戶滿意度與忠誠度均得以提升,同時(shí)也提高了H廣電公司的競爭力。
[Abstract]:As a new management mechanism, CRM (customer relationship Management) can improve the relationship between enterprises and customers, improve customer loyalty and satisfaction. Today, the phenomenon of product homogenization is becoming more and more serious and the competition between enterprises is extremely fierce. The competition of customer resources has become the focus of enterprises. How to improve customer satisfaction and loyalty in the competition and get more customers favor is the key problem. In customer relationship management, enterprises focus on customer as the center to complete the reengineering of their business process and organizational structure, carry out systematic customer research, improve customer satisfaction in an all-round way, the core idea is to establish customer loyalty. Finally, the purpose of enterprise operation efficiency is achieved. This paper is based on the theory of customer relationship management, based on the current situation and future development trend of customer relationship management, and takes H radio and television company as the specific research object. Combined with the current situation of customer relationship management in H radio and television company, this paper makes a detailed analysis, and puts forward specific effective strategies. First of all, through studying and drawing lessons from domestic and foreign works and literature on customer relationship management, the content of customer relationship management and the trend of future development of customer relationship management are summarized and summarized. Based on the theory of customer relationship management (CRM), this paper studies and expounds the current situation of the development of customer relationship management (CRM) in H radio and television, and points out the necessity of CRM, which lays a foundation for the optimization strategy and scheme of CRM in the next step. Secondly, the establishment of customer information management system suitable for H radio and television company, including the establishment of customer information management platform, the establishment of "customer-centered" concept and the establishment of performance appraisal system, The concept of "customer-centered" should be integrated into the management, throughout the staff service. Thirdly, in order to ensure the normal implementation of the customer relationship management system of H Radio and Television Company, it is also necessary to have some series of safeguard systems. Through optimizing the organizational structure, establishing the talent reserve, and formulating various kinds of guarantee systems of the company, So that the customer relationship management system of H radio and television company can be implemented smoothly, thus customer satisfaction and loyalty can be improved, and the competitiveness of H radio and television company can also be improved.
【學(xué)位授予單位】：哈爾濱理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G221;F274

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本文編號(hào)：1872251