大学毕设论文—hyd公司客户关系管理策略研究.doc

毕 业 论 文 专 业____________工商管理 _____________ 题 目____HYD公司客户关系管理策略研究____ 学生姓名_____ ______ ____ _________________ 准考证号____________ ____________ 指导教师______________ _____________________ 20XX年 X月XX日 HYD公司客户关系管理策略研究 内容提要 目前，我国中小企业的发展已经进入了以“客户”、“竞争”、“变化”为主线的新经济时代。在这个时代，产品同质化的趋势越来越明显，竞争的焦点也已经从产品的功能、价格的竞争转向品牌、服务的竞争，最终转为客户资源的争夺。所以，企业如何与客户建立和保持一种长期、良好的合作关系?如何掌握客户资源、赢得客户信任?如何分析客户需求及价值，并在此基础上制定出企业发展战略和市场策略，生产出满足客户需要的产品和服务，将是企业核心竞争力的关键所在。 本文主要浅略讨论课题的研究背景，意义和方法，客户关系的基本理论，初创中小型企业的特点及影响客户关系管理因素方面的问题，初创中小企业客户关系管理的实证分析和改善建议和结论。 关键词 中小型企业 企业管理咨询 影响因素 实证分析 改善对策  Abstract At present, Chinas small and medium-sized enterprise development has entered the customer, competition, and changes as the core in new economic times. In this era, the trend of product homogeneity is more and more obvious, and the focus of competition has also from product function, price competition to brand, service competition, eventually to customer resources race. Therefore, enterprises and how customers establish and maintain a long-term and good cooperation relationship? How to grasp the clients resources, to win customer trust? How to analyze customer needs and value, and on this basis to develop enterprise development strategy and marketing strategy to meet client needs, produce the products and services, will be the key enterprise core competitiveness. This paper mainly shallow slightly discussion topics research background, significance and method, the basic theory of customer relationships, startup of small and medium enterprises the characteristics and the influence factors of customer relationship management problems of the small and medium-sized enterprises, start-up customer relations management of empirical analysis and improvement suggestion and conclusion. Keywords： Small and medium-sized enterprise ；enterprise management consulting ；influence factors ；empirical analysis ；the improving measures 目录 摘要 -1- Abstract - 2 - 第1章 课题研背景的及意义 - 5 - 1.1