Y百货公司顾客关系管理研究-企业管理专业论文.docxVIP

PAGE PAGE 5 摘 要 顾客关系管理（Customer Relationship Management ,CRM）,是一种旨在改 善企业与顾客之间的关系，对顾客的详细资料进行深入分析，利用互联网技术和 信息技术,提高顾客忠诚度和满意度的企业管理机制。Y 百货公司自成立之初，得 益于品牌优势、环境氛围和服务水平，吸引众多高端人士成为忠诚稳定的顾客群。 由于市场竞争日益激烈，百货业市场格局不容乐观，加之 Y 百货公司自身面临的 困难和不足，实施顾客关系管理势在必行。 针对 Y 百货公司实施顾客关系管理的现状，笔者查阅大量顾客关系管理的相 关文献和资料，特别是百货行业的实践案例，进行细致分析和深入探讨。经研究 发现，通过实施顾客关系管理对顾客进行细分和维护，能够巩固并提高顾客的归 属感和认同度。 本论文的主要内容是：首先讲述了 CRM 的理论及应用；解释了 Y 百货公司实 施顾客关系管理的必要性和可行性；介绍了顾客关系管理的实施目标；重点阐述 了 Y 百货公司实施顾客管理的各项举措：通过顾客细分达到明确目标客群及策划 服务措施的目的，CRM 系统构建了会员分析管理评估的信息技术平台，通过制定 实施流程和激励培训员工确保实施进程顺畅，策划多种活动形式形成与竞争对手 差异化的优势，增进与顾客即时沟通的联络，构建 CRM 评估体系衡量并带动会员 数量和消费金额的增长；最后探讨了 Y 公司 CRM 实施中存在的问题和不足，并提 出了一些建议。 关键词：顾客关系管理，以顾客为中心，满意度，忠诚度 Abstract Customer relationship management (CRM) is a kind of enterprise management mechanism which aims to improve customer loyalty, satisfaction and relationship by using Internet and information technology to analyze the customer details deeply. Y co., LTD attracted some high-level customers as loyal and stable customer base due to its brand advantage, elegant atmosphere and service level since its establishment. HYPERLINK /because Because the market competition gets increasingly severe, the department store industry is not optimistic. In addition that Y co., LTD has its own difficulties and shortages, the implementation of CRM is definitely imperative. The author looks up a large number of relevant documents and data aiming at the current CRM situation of Y co., LTD, and especially analyzes and researches some actual cases of department store industry. The research finds that customer sense of belonging and identity can be strengthened and improved by subdividing and maintaining the customers through CRM implementation. The paper mainly contains: It firstly discusses the theory and application of CRM and explains the necessity and feasibility of implementing CRM in Y co., LTD. Then the paper introduces the goals and emphasizes all the measures of implementing the CRM in Y co., LTD. Through subdividing the customers