必联公司客户关系管理研究-工商管理专业论文.docxVIP

understanding of the customer, which’ll facilitate their work greatly. Second, carrying out customers’ differentiation and serving different customers with different serving style and content. Third, Finding out main factors influencing customers’ satisfaction through investigation. Fourth, Setting up the appraisal system of customer satisfaction through PDCA cycling. Fifth, Increasing the staffs’ loyalty to decrease the customers’ losing. Based on BIDLINK’s reality, this article brings forward the suggestion to improve BIDLINK’s CRM through setting up complete customer database, increasing customers’ satisfaction and improving customers’ loyalty. So that BIDLINK can keep the competition advantages all the time. And I hope this article is a helpful reference when other company carries out customer relationship management. KEY WORDS: customer relationship management, customer’s satisfaction degree, customer’s loyalty degree 目 录 第一章 绪论…………………………………………………………………………………1 1.1 研究的目的…………………………………………………………………………1 1.2 研究的意义…………………………………………………………………………1 1.3 本文研究的方法……………………………………………………………………1 1.4 论文的结构和框架…………………………………………………………………2 第二章 客户关系管理理论综述……………………………………………………………4 2.1 客户关系管理概念…………………………………………………………………4 2.2 客户细分……………………………………………………………………………5 2.3 客户满意度…………………………………………………………………………6 2.4 客户忠诚度…………………………………………………………………………8 第三章 必联公司客户关系管理实施的背景………………………………………………11 3.1 背景介绍……………………………………………………………………………11 3.2 必联公司客户特征…………………………………………………………………14 3.3 必联公司客户关系管理中存在的问题……………………………………………15 3.4 必联公司实施客户关系管理的目标………………………………………………15 第四章 必联公司客户关系管理分析………………………………………………………17 4.1 必联公司实施客户关系管理的动因………………………………………………17 4.2 竞争分析……………………………………………………………………………18 4.3 销售业务分析………………………………………………………………………23 4.4 客户服务过程分析…………………………………………………………………29 4.5 客户细分分析………………………………………………………………………34 4.6 客户满意度分析……………………………………………………………………37 4.7 客户忠诚度分析……………………………………………………………………39 4.8 客户保持分析………………………………………………………………………39 第五章 必联公司客户关系管理模型………………………………………………………42 5.1 体系结构……………………………………………………………………………42 5.2 功能模型…