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MBA硕士毕业论文_X检测公司客户关系管理策略优化研究PDF

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I 摘要 随着世界各国进出口贸易的发展,全球化的程度越来越高,人们的认知需求 也越来越高,对健康和环保重视程度也不断加强,进而对生活质量,生产生活安 全等与人们日常生活息息相关的方面更加关注。也正是因为社会的认知需求,拥 有独立性、公正性的第三方检测行业因此诞生。中国加入WTO后检测行业得到 了迅速的发展,众多的民营检测机构一拥而上,检测机构亦迅速增多,竞争越来 越大,如何在激烈的市场竞争中不断发展,保持并提高市场份额,客户关系管理 显得尤为重要。 TX公司化学品部门由于起步较早,发展较快,迅速在国内检测市场占有一 席之地。与此同时本土民营检测机构在政府的支持下迅速发展,但是随着国内环 保力度的加强及人工成本的增加及竞争压力的增大TX公司出现客户流失,业绩 下滑的现象。 本文先通过对TX公司客户关系管理现状进行概述,在现有公司状况的基础 上进行客户关系管理状况的调研,分别是从满意度问卷设计、客户影响因素的鱼 骨图分析、客户信息管理系统的分析三个方面,在结合客户关系管理、企业生命 周期、客户忠诚度等理论对TX公司出现的问题:TX客户关系管理流程时间分 配不合理、客户细分单一、大客户关系管理制度欠缺方面进行原因分析,提出具 体的优化方案:建立客户资源库匹配战略性客户、基于客户价值及生命周期对客 户进行细分、优化送检流程,大客户管理制度的优化,培养客户忠诚度,同时为 了优化策略的有效实施,提出了4点保障措施,分别从人力、物力、财力这三个 方面。最后提出了研究的结论和展望,希望这些优化措施能解决实际第三方检测 中的问题,同时希望对相关行业也有一定的借鉴意义。 关键词:第三方质量检测,客户关系管理,客户忠诚度,大客户管理,策略优 化 Abstract II Abstract With the development of import and export trade in the world, the degree of globalization is getting higher and higher, peopleundefineds cognitive demand is also higher and higher, and the attention to health and environmental protection is also strengthened, and then more attention is paid to the quality of life, the safety of production and life and other aspects closely related to peopleundefineds daily life. It is also because of the cognitive needs of society, independent, impartial third-party testing industry was born. After Chinaundefineds entry into WTO, the testing industry has been developed rapidly. Many private testing institutions have rushed to the top, the testing institutions have also increased rapidly, and the competition is getting bigger and bigger. How to continue to develop in the fierce market competition, maintain and improve the market share, customer relationship management is particularly important. Due to the early start and rapid development of TX chemical department, it quickly occupies a place in the domestic testing market. At the same time, with the support of the government, the local private testing institutions have developed rapidly, but with the strengthening of domestic environmental protection, the increase of labor costs and the increase of competitive pressure, TX has lost customers and declined its performance. This paper first summarizes the current situation of customer relationship management in TX Company, and investigates the situation of customer relationship management on the basis of the existing situation, respectively, from three aspects: satisfaction questionnaire design, fish bone diagram analysis of customer influencing factors, analysis of customer information management system, in combination with customer relationship management and enterprise life cycle. The theory of customer loyalty analyzes the problems of TX company: unreasonable time allocation of TX customer relationship management process, single customer segmentation, lack of major customer relationship management system, and puts forward specific optimization schemes: establishing customer resource base to match strategic customers, subdividing customers based on customer value and life cycle, optimizing inspection process, optimizing major customer management system, cultivating customer loyalty, At the same time, in order to optimize the effective implementation of the strategy, this paper puts forward four safeguard measures, respectively, from three aspects: human, material and financial resources. Finally, the conclusions and Abstract III prospects of the study are put forward, and it is hoped that these optimization measures can solve the problems in the actual third party detection, and also have certain reference significance for the related industries. Key words: Third Party Inspection Agency, Customer relationship management Customer Loyalty, Key Account Management , Strategy optimization 目录 1 目录 摘要.............................................................. I Abstract ............................................................ II 第 1 章 绪论........................................................ 1 1.1研究背景和意义 ............................................... 1 1.1.1研究背景 ................................................ 1 1.1.2研究意义 ................................................ 2 1.2研究内容和研究方法 ........................................... 3 1.2.1研究内容 ................................................ 3 1.2.2研究方法 ................................................ 3 1.3技术路线和结构安排 ........................................... 4 1.3.1研究的技术路线 .......................................... 4 1.3.2论文的结构安排 .......................................... 5 1.4论文的创新之处 ............................................... 5 第2章 相关理论基础和文献综述....................................... 7 2.1基本概念的界定 ............................................... 7 2.1.1客户关系管理 ............................................ 7 2.1.2流程管理 ................................................ 7 2.1.3互联网+ ................................................ 7 2.2相关理论基础 ................................................. 7 2.2.1客户生命周期理论 ........................................ 7 2.2.2顾客忠诚度及其价值理论 .................................. 9 2.2.3流程管理理论 ............................................ 9 2.2.4客户分级管理 ........................................... 10 2.3国内外关于客户关系管理策略的研究现状 ........................ 11 2.3.1 国内外关于客户关系管理的研究现状....................... 11 2.3.2 国内外关于客户关系管理策略的研究现状................... 12 2.3.3 对已有研究成果的评价................................... 14 第3章 TX检测公司客户关系管理现状分析 ............................ 15 3.1 TX检测公司概况 ............................................. 15 3.1.1 企业发展概况........................................... 15 3.1.2 业务量情况............................................. 15 3.1.3 公司组织管理架构....................................... 16 3.1.4 公司客户关系管理的现状................................. 18 目录 2 3.2 TX检测公司客户关系管理状况的调研 ........................... 21 3.2.1 客户满意度问卷的设计及分析............................. 21 3.2.2 客户流失影响因素的鱼骨图分析........................... 25 3.2.3 客户信息管理系统的分析................................. 27 3.3 TX检测公司客户关系管理存在问题的原因分析 ................... 28 3.3.1 TX客户关系管理流程时间分配不合理 ...................... 29 3.3.2 客户细分单一........................................... 30 3.3.3 大客户关系管理制度欠缺................................. 31 第4章 TX检测公司客户关系管理策略的优化方案 ...................... 33 4.1 建立客户资源库匹配战略性客户................................ 33 4.2 基于客户价值及生命周期对客户进行细分........................ 35 4.3 送样流程优化策略............................................ 36 4.4 大客户管理制度优化策略...................................... 37 4.5 提升顾客忠诚度的策略........................................ 39 第5章 客户关系管理策略优化的保障措施.............................. 43 5.1 管理系统的技术支持.......................................... 43 5.2 资金支持.................................................... 43 5.3 跨部门合作支持.............................................. 44 5.4领导及员工支持 .............................................. 44 第6章 研究结论及展望.............................................. 46 附录 A客户满意度调查问卷 ..........