户客关系管理的应用研究.doc

北京理工大学现代远程教育学院 毕业设计(论文) 题 目： 客户关系管理的应用研究 教 学 站： 红旗大学教学站 专 业： 工商管理 学生姓名： 指导教师： 摘 要 随着电子商务时代的来临，客户变得越来越重要，谁能掌握客户的需求趋势、加强与客户的联系，有效管理和发掘客户资源，谁就能取得市场竞争优势。客户关系管理成为企业制胜的关键。 本文首先从历史的角度分析了客户关系管理的产生、发展和未来，对客户关系管理从整体概念上进行了阐述，对其特点和功能进行了论述，并给出了一种通用的参考框架结构。对客户关系进行了具体分析，提出了客户关系生命周期的概念，将客户关系生命周期分成七个阶段：开拓期、社会化期、成长期、成熟期、衰退期、中断期和恢复期20世纪90年代以来客户关系管理开始在企业界流行起来，客户关系管理已成为企业界的聚焦，有其重要的战略意义和深层次的含义。在中国加入WTO之后，环境发生了很大的变化，企业如何定位自己已成为一个不可回避的问题，战略问题愈发重要。从战略意义上理解客户关系管理，有助于企业村客户关系管理的深层次理解。 客户关系管理(CustomerRelationshipManagement，CRM)的流行是近10年的事情。大约从20世纪90年代中期开始，CRM成了商界精英和领先公司趋之若鹜的一个亮点。那么为什么客户关系管理(CRM)成为企业界的聚焦呢?这与企业的目的有关。 ABSTRACT Along with the electronic commerce era, customers become more and more important, who can grasp the demand of customers, strengthen ties with customers, effective management and find out the customer resources, who can obtain competitive advantage in the market. Customer relationship management has become the key to business success. This paper from the historical perspective analysis of the customer relationship management, and the future development, to customer relationship management from the overall concept undertook elaborating, of their characteristics and functions were discussed, and gives a general reference frame structure. On the customer relationship undertook concrete analysis, put forward the concept of customer relationship life cycle, customer relationship life cycle is divided into seven stages: development period, social period, into long-term, autumn, winter, interrupt and convalescent period. Since the nineteen ninties of customer relationship management in enterprises began to pop up, customer relationship management has become the focus of business circles, has the important strategic meaning and deep meaning. After China joins WTO, the change of environment, enterprise how to position yourself has become an unavoidable problem, more important strategic problem. F