烟草行业客户关系管理建设探究.pdf

韭基銮垣态堂主些亟±堂焦逾塞 生塞擅塞 中文摘要 摘要：客户关系管理是现代管理科学与先进信息技术结合的产物，是企业树 立“以客户为中心”的发展战略，并在此基础上开展的包括判断、选择、争取、 发展和保持客户所实施的全部商业过程；是企业以客户关系为重点，通过再造企 业组织体系和优化业务流程，展开系统的客户研究，提高客户满意度和忠诚度， 提高运营效率和利润收益的工作实践；也是企业为最终实现电子化运营目标所创 造和使用的软硬件系统及集成的管理方法、解决方案的总和。 本论文对客户关系管理的一般理论进行了研究和分析，重新定义和定位了客 户关系管理的内涵；着重研究了我国烟草行业经营现状，对在激烈市场竞争中的 卷烟商业企业面l临的挑战进行了分析，提出了构建客户关系管理体系的必要性和 重要性：对卷烟商业企业新型客户关系管理体系的战略进行了研究，提出了在新 形势下构建客户管理体系的框架设计；并结合山西省烟草市场的特性，对构建具 有自身特色的客户关系管理体系进行了阐述。 关键词：烟草行业；客户关系管理；建设 韭塞銮递鑫堂童些亟±堂焦j幺塞 △曼§I＆△￡! ABSTRACT ABSTRACT：Customer the from result Management ClLM is Relationship unificationofmodem andtheadvancedinformation management technology．By establishingthe“Customcr-Centric”corporatedevelopmentstrategy,enterprisesadopt CRMasthefoundationforentkebusiness maintenanceand processes implementation customer andretention． including focusoncustomer and Enterprises relationshipsthroughorganizationreengineering business customerresearchtoenhancecnstonler processesoptimization,deploying satisfactionand to and atotal isalso loyaltyimproveoperation profitability．It efficiency software solutionof and is torealize electronic hardware，which designed fully asthe ultimate operation goalofenterprise． Thethesis conductedresearchesandthe onthe of paper analysis generaltheory customer and customer relationshipmanagemem，redefined reposifionedrelationship onthe statnsofChinese focusedcurrent tobacco management．Thestudy industry．It thecurrent the inthe ina tobacco salesnetwork facing analyzed challenges enterprises also market．The the and necessity highlYcompetitive paperemphasized importance of cnstomer conducted establishingrelationshipmanagementsystem．／naddition，it onnew CRM for inthe studies of tobacco salesnetwork． type system enterprises the a fortheconstructionofcustomer Furthermore framework paperdesigned the the undernew intoconsideration managementsystem situation．Taking typical characteristicoftobaccomarketinShanxi theestablishmentof Province，it expounded ， cL嘏tomer ofadi