江浩海尔集团客户关系管理研究详解.docVIP

郑州轻工业学院 本科毕业论文 题 目 海尔集团客户关系管理研究 学生姓名 江 浩 专业班级 信息管理与信息系统07-1班 学 号 200706040117 院 （系） 经济与管理学院 指导教师(职称) 杨承梁（讲师） 完成时间 2011年 5月20日 本模板是由girder按照郑州轻工业学院本科毕业论文撰写规范和封面样式的要求制作而成，尚不成熟，仅内部交流使用，非官方发布，特此声明。ycl@zzuli.edu.cn。祝写作顺利！09.01.01 千万不要删除红色显示的文字，这些部分不会被打印。 海尔集团客户关系管理研究 摘　　要 伴随着日益激烈的市场竞争，企业己逐步由传统的以产品为中心的管理模式向以客户为中心，实现客户和企业双赢的管理模式转变。在过去的二十多年中，我国家电业取得了显著的进步，而在这发展过程中，客户关系管理一直扮演着重要的角色。加强企业客户关系管理，深入了解客户需求为客户提供更加个性化、深入化的服务，将成为企业成功的关键。 关键词　　海尔集团 ；客户关系管理 ；顾客价值 ；改进策略 示关系状况，发现其客户价值识别体系和客户关系管理的特点和不足。不要删除本行，本行不会被打印。The Study on CRM of Haier Group ABSTRACT With the sharp competition in the market, enterprise has gradually changed from traditional enterprise management style of taking product as the center to the new win-win management style which takes customer as the center and realizes customer’s value and attains enterprise’s profit. In the last two decades, the marketing management in the household electrical appliances enterprise has experienced a huge transformation, and the CRM played an important role in this progress. Strengthening the customer relationship management, understanding the customers’ needs deeply and supplying the more personalized and deeper service will be the key to business success. In Customer Relationship Management, Haier Group, as a leader in the household electrical appliances industry has abundant of successful experience and some problems too. By combining market research and the access to relevant information, the thesis int- roduces the theory of CRM briefly and studies the status of development of CRM at home and abroad firstly. Secondly, it analysis the status of the application and development of Haier Group’s CRM, including the company’s organizational structure and marketing system status. After finding the features and shortcomings of its customer’s value identification system