搜狐畅游客关系管理研究.doc

论文题目：搜狐畅游客户关系管理研究 专　　业：工商管理 学　　生： 签名：＿＿＿＿＿＿ 指导教师： 签名：＿＿＿＿＿＿ 摘要 搜狐畅游是一家国内领先的在线游戏开发和运营商，伴随着网游行业的兴盛而迅速崛起。作为一家快速发展中的大型外资企业，搜狐畅游拥有雄厚的研发实力、资金支持和较完善的管理制度，但是在处理客户关系方面，依然存在诸多漏洞，导致玩家大量流失，公司快速发展受阻。 作者通过搜狐畅游两个月的亲身经历，收集了大量公司内部信息，并通过查阅资料、检索文献，总结出搜狐畅游在客户关系管理中存在的四大问题：没有形成以客户满意为中心的企业文化；缺少客户关系管理机制；玩家沟通不畅；未能充分利用玩家数据。 本文结合网游行业的实际，提出了四个方面的解决措施：树立以客户满意为中心的企业文化；建立客户关系管理机制，包括建立客户关系管理项目，组建客户关系管理委员会和增加客服部门职责；加强与玩家沟通，改变被动接受玩家信息的现状，倾听玩家需求，积极处理玩家投诉，切实保护好玩家虚拟财富；充分利用玩家信息，建立玩家数据库和数据库管理机制，利用玩家信息与单个玩家沟通，尤其与沉默账号玩家沟通。 受作者知识和能力所限，本文亦有很多不足之处，在一定理论基础上得出的具体措施还需要在实践中进一步验证和完善。 【关键词】搜狐畅游 客户关系管理 解决措施 【论文类型】应用研究 Title: A Research on Customer Relationship Management of Sohu Changyou Major: Business Administration Name: Signature:＿＿＿＿＿＿ Supervisor : Signature:＿＿＿＿＿＿ ABSTRACT Sohu-Changyou is a leading developer and operator of online games in China, and has been developing rapidly accompanied by the online industry flourish. As a developing large-scale foreign-funded enterprise, it holds strong researching and developing strengths, financial support and more perfect management system, but in dealing with customer relations, there are still many loopholes ,which has led to great loss and held down the company’s development. Through to two months of personal experience working in Sohu-Changyou, the author collected a lot of internal information, and Summarized four issues in customer relationship management of Sohu-Changyou by seeking for references and researching documents: a lack of the corporate culture concentrated on customer satisfaction; a lack of customer relationship management system; poor communication with players; dont make full use of player-information. In this paper, According to the current situation of online games industry, the author proposed four measures: establishing the enterprise culture of customer satisfaction as the center; to build customer relationship management systems, including the establishment of custome