风帆股份有限公司客户关系管理地研究.pdf

摘要I摘 要企业管理的研究范畴当中,在经历了“成本中心论”、“产值中心论”、“销售中心论”后,“客户中心论”终于浮出水面。客户关系管理是“客户中心论”的代表和核心内容。微观上,它将企业的各职能部门,如生产、运营、销售、市场、客服、技术支持等实现业务自动化、清晰化和流程化,打造了一个面对客户的前沿平台;宏观上,它成功奠定了企业电子商务的基础,使企业实现现代企业管理模式的转化。客户关系管理,被描述为利用现代技术手段,是客户、品牌等要素协调运作并实现整体优化的自动化管理系统,其目标定位在建立长期优质的客户关系、多类客户协调划分明确目标、不断挖掘新的销售机会,从而提高企业的市场竞争力,规避经营风险,最终达到稳定和更高的收益。客户关系管理必然会成为当前研究的重点。其实客户关系管理在中国起步很晚,但在激烈的市场竞争中,已越发凸显出它独特的管理魅力,已经引起各界社会的广泛关注和浓厚兴趣,对客户关系管理的研究愈发深入,国内学术界和现代企业实践都一致看好其发展的广阔前景。在现代社会和企业快速发展的今天,加强企业内部客户关系管理的研究和建设,有助于企业在经营日益国际化、竞争日益激烈的环境中收获进一步的健康发展,赢得市场尊重,因而具有十分重要的现实意义。客户关系管理恰恰是风帆股份公司管理环节中的薄弱项目,本文通过了理论和实践相结合,明确了客户关系管理在风帆股份有限公司内部的设计和实施,做出方案布置,并且通过目前中国汽车工业的现状和几十年走过的发展道路,深入剖析发展过程中的经验和问题,总结出风帆股份有限公司客户关系的发展方向,并且结合企业目前自身情况,和中国汽车零部件领域的发展情况,对内外部竞争环境进行分析,对风帆配套客户关系管理做出总结,制定未来风帆配套发展战略,最终探讨出风帆客户关系管理的新模式。关键词客户关系客户关系管理风帆股份有限公司Abstract IIAbstract The theory focused on customer has been developed from focus on cost, production value and sales in the researches on enterprise management. The customer relationship management is the representative and core content of the theory focused on customer. From the microcosmic view, the theory realizes a automatical, clear and flow business for each functional departments such as manufacturing, operation, sales, marketing, service and tech support to build up a front platform facing to the customer. From the macroscopical view, the theory builds up the base for electronic business essfully and shifts the enterprise management to modern mold. Customer relationship management is described as an automatical management system to cooperate the customer and brand and optimize the whole system through some modern tech methods. The theory’s object is to build a long term and high quality customer relationship, to coordinate and define objects between different customers, to probe new sales opportunities, to increase the petitive advantages, to avoid the operation risks, and to realize stable and higher e finally. Customer relationship management will e the research focus definitely. The customer relati