大唐西市丝绸之路风情街客户关系管理调整优化研究-工商管理专业论文.docx

摘 要 随着市场经济的发展，客户要求越来越高，逐渐成为企业竞争的主体。人们普遍认 为，客户关系管理将成为未来企业提高竞争力，在市场中获得稳定利润的法宝。如何分 析客户、选择客户、维系与发展客户成为企业竞争中新的课题。客户关系管理是通过改 善企业与客户之间的关系，提高客户的满意度和忠诚度的新型管理机制。 大唐西市丝绸之路风情街作为一个集文化、旅游、商业为一体的新兴街区，需要在 市场竞争中认识到客户关系的重要性，如何有效实施客户关系管理，提高客户的满意度 和忠诚度，维系老客户、发展新客户，将客户关系资源转变为的丝路风情街的核心竞争 力，从而增加收益，成为街区目前经营管理的重点。本文论述了大唐西市丝绸之路风情 街客户关系管理的研究背景、意义和内容，并对客户关系管理的国内外研究进行了综述， 重点探讨了客户关系管理的基本理论，包括客户关系管理的定义和发展、客户关系的满 意度和忠诚度、客户的终生价值和客户维系策略，在此基础上，对大唐西市丝绸之路风 情街的经营现状进行了分析，包括丝路风情街简介、目前实施客户关系的现状及存在的 问题和原因分析。根据客户关系管理理论，提出了解决方案。希望通过本文的研究对大 唐西市丝绸之路风情街的客户关系管理存在的不良局面有一定的改善，提高工作效率， 整合内部资源，为客户带来更高的体验经历，为公司带来收益，加强公司的竞争力。最 后,总结了本文的研究结论，提出了在现有条件下本文研究的局限性,以及尚待进一步研 究的问题。 关键词：客户关系管理，客户满意度，客户维系，文化旅游产业 I Abstract With the development of market-oriented economy as well as the higher requirement of the clients’, which is gradually deemed as the key body lies in the enterprise competition. It is widely admitted that the client relationship management will be the most efficient key for enterprises to improve their competitive abilities and to acquire the most stable profit in the market. How to analyze, choose the clients and to maintain the relationship with clients has turned out to be a new issue in enterprise competition. Client relationship management is a newly established management mechanism to enhance clients’ degree of satisfaction and loyalty, by ameliorating the relationship between enterprises and their clients. Xi’an Tang West Market Silk Road Custom and Culture Street is a new type of business block concentrating culture, tourism and commerce. The importance of client relationship should be realized in market-oriented competition. How to effectively carry out the management of client relationship, how to improve the degree of the clients’ satisfaction and loyalty and to maintain the clients those you have known for years, how to explore the new clients, a series questions like these will turn resources of client relationship to the core competition ability of Silk Road Custom and Culture Street, by which reven