中小型企业客户关系管理实施策略分析.docVIP

普 通 本 科 毕 业 论 文 题目：中小型企业客户关系管理实施策略探讨 ——以江西金顶管业有限公司为例 学生姓名 学 号 专 业 届 别 指导教师 职 称  摘 要 客户关系管理是通过运用信息技术和互联网技术管理客户信息，为顾客制定相对个人化的产品和服务，与顾客建立其长期稳定、互相信任的经营策略。目的在于帮助企业缩减销售成本、增加收入，这一点对我国大量资金紧缺、收益效果低下中小型企业而言可以说是充满诱惑力的。然而，事实上国内中小型企业却对引入客户关系管理并不热衷。本文根据自身的实习所见所闻，探究我国现阶段中小型企业在CRM引入上存在的困扰，并以江西金顶管业有限公司为例分析其在引入CRM方面的成功经验，提出从成本控制、风险控制、过程控制三方面的实施策略，希望能为广大的中小企业的发展有所帮助。 【关键词】客户关系管理 中小企业 可行性策略 信息技术 成本 控制ABSTRACT Customer relationship management (CRM) means through the use of information technology and Internet technology to manage customer information, formulating relative personalized products and services for customers, and customers to establish long-term stable and mutual trust business strategy. Purpose is to help enterprises reduce the cost of sales and increase their income. due to the shortage of a lot of money and the low income effect in small and medium enterprises , this can be said to be full of temptation. In fact the domestic small and medium-sized enterprises, however, wasnt too keen about introduction of customer relationship management (CRM). Saw and heard in this paper, based on their practice, I explore our country’s small and medium-sized enterprises at present stage and take the CRM introduction of Jinding industry of Jiangxi province as an example to analyze its successful experience. the introduction of CRM is according to the cost control, risk control and process control to implement of the strategies , Which will be helpful for the development of small and medium-sized enterprises. 【keyword】Customer relationship management (CRM) Small and medium-sized enterprises (SMES) Feasibility of the strategy Control Information technology Cost 目 录 1 前言 1 1.1选题的背景与意义 1 1.2文献综述 2 2 CRM相关概念 5 2.1CRM的基本概念 5 2.2 CRM管理系统的构成 5 3 我国中小型企业的界定与特点 7 3.1中小型企业的界定 7 3.2中小型企业的特点 7 4我国中小型企业客户关系管理现状与困扰 8 5 中小型企业实施客户关系管理方案和供应商选择 10 5.1CRM选型标准 10 5.2国内外主流CRM供应商分析 10 5.2.1百会ZOHO