客户关系管理起源于关系营销,旨在于帮助企业识别出最优质客户,并为之

提供服务,进而维持长久的关系。超市作为零售业的一种重要的业态形式,近年

来一直维持着高速发展,目前市场己接近饱和,同质化竞争日益激烈,超市业态

开始放缓发展速度。外资超市在中国的经营更是遭遇了重重困境,甚至出现了个

别外资超市因连续亏损而退出中国市场的情况。如何在日益加剧的竞争环境中生

存和发展已经成为零售企业面临的严峻的问题,零售企业的客户关系管理应运而

生。学者们虽然近几年对客户关系管理作了很多研究,很多零售企业也开始运用,

但效果甚微。

本文以此为背景,通过问卷调查,在对家乐福超市的客户关系管理现状等进

行分析的基础上,从企业文化、信息管理、员工培训以及评估机制等方面对目前

零售企业实施客户关系管理存在的问题进行了分析。本文针对这些问题对家乐福

超市客户关系管理的实施提出了改进的对策.将家乐福超市的客户关系管理和企

业文化相融合、员工的系统化培训、注重客户抱怨以及和客户建立相互依存的关

系等。通过提高客户满意度进而提高客户忠诚度,以此完善和解决家乐福超市应

用客户关系管理存在的问题。这些问题的完善与解决将会对家乐福超市的经营产

生一定的影响,本文希望能给家乐福超市的客户关系管理实施起到一定的借鉴作

用。

关键词:家乐福超市;客户关系管理;探宄

I

Abstract

Customer relationship management originated in relationship marketing, aims to

help the enterprises identify the best customers, and provide services for, and then a

long relationship. The supermarket as an important trade form in the retail industry, in

recent years has maintained high speed development, at present the market is nearing

saturation, the homogenization of the increasingly competitive, supermarket format

began to slow down the development speed. Foreign supermarkets in China operation

is encountered many difficulties,and even the appearance of individual foreign

supermarkets for consecutive losses and quit Chinese market situation. How to

survive in the increasingly competitive environment and development has become a

serious problem facing the retail enterprise, customer relationship management in

retail enterprises came into being. The scholars in recent years to the customer

relationship management made a lot of research, many retail enterprises have also

begun to use, but little effect.

In this paper,the basis of the analysis of the Carrefour supermarket customer

relationship management status, analyzes the problems exist in the implementation of

customer relationship management in retail enterprises at present from the aspects of

enterprise culture, information management, staff training and assessment

mechanisms. Put forward the improvement countermeasures according to these

problems, the implementation of the Carrefour supermarket customer relationship

management: combines, Carrefour supermarket customer relationship management

and enterprise culture, systematic training, employee pay attention to customer

complaints, and customers to establish a relationship of interdependence etc.. By

improving the satisfaction and the loyalty of the customer, in order to improve and

solve the Carrefour supermarket application of customer relationship management

problems. To improve these problems and solution have a certain impact will be on

the Carrefour supermarket management,this paper hopes to Carrefour supermarket

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