某外贸公司客户信息库构建与管理研究-毕业论文（设计）.doc

PAGE II 内 容 摘 要 本文的研究背景是2008年下半年发生的美国金融危机给全球经济造成了严重影响，国际经济发展严重受挫，小企业大规模倒闭，大企业开始着手裁员，全球面临严重的经济恐慌。中国出口贸易企业，特别是主要依靠外贸出口的中小型企业，面临着前所未有的压力和发展困惑。 本文通过对自己所实习的某外贸公司进行的客户关系管理的实际考察，探讨了该公司在客户关系管理方面的不足，分析出该公司对客户信息管理的需求，并运用Access构建客户信息库，结合相关客户关系管理理论，对公司的客户管理进行了探讨和研究。 关键词：客户关系管理、客户信息库、外贸企业 ABSTRACT The research background of this article is that American Financial Crisis occurred the second half year of 2008 brought a serious impact on the global economy, international economic development suffered a serious setback, small companies start large-scale collapse, large enterprises began to lay off employees, the global world face a serious economic panic. Chinas export trade enterprises, especially the small and medium enterprises which mainly rely on exports were confronted with unprecedented development pressure and confusion. This article is based on the actual inspection of customer management relationship in a foreign trade company where I did my graduation field work, investigated the inadequacies appeared in CRM of this company, analyzed the demands of customer information management, and built customer information database by using Access, combined related customer relationship management theory, investigated and researched this company’s customer management. KEYWORDS：Customer Relationship Management, Customer Data, Export Trade Enterprises  正文目录 TOC \o 1-2 \h \z \u HYPERLINK \l _Toc232325786 第一章 绪论 PAGEREF _Toc232325786 \h 1 HYPERLINK \l _Toc232325787 第一节 选题背景 PAGEREF _Toc232325787 \h 1 HYPERLINK \l _Toc232325788 第二节 研究的目的与内容 PAGEREF _Toc232325788 \h 2 HYPERLINK \l _Toc232325789 第三节 研究方法 PAGEREF _Toc232325789 \h 3 HYPERLINK \l _Toc232325790 第二章 客户关系管理相关理论 PAGEREF _Toc232325790 \h 4 HYPERLINK \l _Toc232325791 第一节 客户的概念 PAGEREF _Toc232325791 \h 4 HYPERLINK \l _Toc232325792 第二节 CRM的定义及内涵 PAGEREF _Toc232325792 \h 4 HYPERLINK \l _Toc232325793 第三节 CRM八大理念 PAGEREF _Toc232325793 \h 5 HYPERLINK \l _Toc232325794 第四节 客户价值 PAGEREF _Toc232325794 \h 6 HYPERLIN