【毕业论文】对中小制造企业实施客户关系管理的探讨.docVIP

华东交通大学毕业论文 对中小制造企业实施客户关系管理的探讨 - - PAGE III- 摘 要 随着市场竞争的加剧，国内一些中小制造企业已初步认识到客户已成为企业的一个重要资源，也认识到实施客户关系管理CRM（Customer Relationship Management，简称CRM）在企业信息化中的重要性，并开始尝试实施CRM。但中小制造企业有其不同于大型企业的特点，在资金、人员素质、管理经验、企业文化等方面和大型企业相比都存在一定的差距。本文从国内外中小制造企业CRM的研究和实施现状出发，分析了CRM实施的动力及在实施中遇到的主要问题，并提出了相应的解决对策。最后本文通过一个具体案例的详细分析说明了企业应该如何实施CRM以及展望了实施后的前景。 关键词：制造企业；CRM; BPR ABSTRACT With fierce market competition, medium and small manufacture enterprises in china has realized that customers played a key role in enterprise, and CRM (Customer Relationship Management, or CRM) also played significant role during period of informationization of enterprise. Whats more, manufactories have putting CRM into practice. Compared with large manufacture, medium and small manufacture enterprises are lack of finance, staff quality, administrant experience, enterprise culture and other aspects. The essay mainly analyzed the motivation of CRM and problems which would be encountered, based on investigation and status of CRM in domestic and overseas medium and small manufacture enterprises. Whats important, it advanced relevant solutions. Finally, the essay demonstrated how to bring CRM into effect and prospected promising foreground after putting CRM in practice through a concrete case. Keywords: Manufacturing Enterprise; CRM; BPR 目录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc390896754 引言 PAGEREF _Toc390896754 \h 1 HYPERLINK \l _Toc390896755 1 国内外中小制造企业CRM现状概述 PAGEREF _Toc390896755 \h 1 HYPERLINK \l _Toc390896756 1.1 国外研究现状 PAGEREF _Toc390896756 \h 1 HYPERLINK \l _Toc390896757 1.2 国内研究现状 PAGEREF _Toc390896757 \h 2 HYPERLINK \l _Toc390896758 1.3 国内外实施现状 PAGEREF _Toc390896758 \h 2 HYPERLINK \l _Toc390896759 2 中小制造企业实施CRM的动力 PAGEREF _Toc390896759 \h 3 HYPERLINK \l _Toc390896760 2.1 内外需求的拉动 PAGEREF _Toc390896760 \h 3 HYPERLINK \l _Toc390896761 2.2 信息技术的推动 PAGEREF _Toc390896761 \h 4 HYPERLINK \l _Toc390896762 2.3 经济效益的驱动 PAGEREF _Toc390896762 \h 4 HYPERLINK \l _Toc390896763 2.4 管理理念的更新 P