顾客关系管理过程与外资企业营销绩效关系的实证研究.doc

顾客关系管理过程与外资企业营销绩效关系的实证研究 内容摘要 顾客是企业最重要的一项资产，是现代市场竞争的焦点。而拥有持续稳定忠诚的顾客是企业获取丰厚利润的保障，是企业生存和发展的支柱。随着竞争环境日益复杂和多变，顾客需求日趋多元化，企业需要有更有效率的方式来管理与顾客间的关系，顾客关系管理（Customer Relationship Management，CRM）成为企业关心的热门议题。 笔者在阅读大量文献资料的基础上，结合外资企业的实际情况，将众多的研究成果进行整合，提出自己的看法和观点，采用理论与实践相结合的方式讨论了顾客关系管理过程与企业绩效的相关问题并提出相关假设。通过问卷设计、问卷调研和样本数据收集，运用软件 SPSS，采用因子分析、回归分析等方法，对调研数据进行处理和分析，对假设进行验证。通过分析，验证了三个阶段的顾客关系管理对提高企业绩效具有明显的正向作用。 最后，本文总结了研究的结果并提出了相应的建议。根据研究的结果，提出了研究的局限与未来的研究方向。 关键字：顾客关系管理 外资企业 营销绩效 Abstract The customer is one of the enterprise’s most important assets，and is the focal point of the modern market competition．It is the pillar that support enterprises survival growth with substantial loyal customers which may ensure generous profitability．Due to constantly change in complicated competition environment，customer become more desirable and demanding nowadays，therefore enterprises need more efficient way to manage customer relationship，with CRM(Customer Relationship Management)recently has be frequently discussed and became one of the hottest topics and enterprises ‘most interest． Based on reading a large number of literature material，on the basis of the actual situation in foreign enterprise，many researches of integration，puts forward their views and ideas，by combining theory with practice to discuss the issues of CRM process and enterprise’s performance and puts forward some assumptions. Through the questionnaire survey and design，sample survey data collected by using software SPSS，factor analysis and correlation analysis，data processing and analysis of hypothesis. Our findings show that the three stages of CRM have an obvious effect on improving the performances of an enterprise. Finally，this paper summarizes the research results and puts forward some advice. According to the results of the study，we put forward the research limitations and future research direction. Keywords：Customer Relationship Management，process analysis，enterprise’s performance  目 录 声