《中小化妆品企业实施客户关系管理的研究》-毕业设计（论文）.docVIP

哈尔滨工业大学华德应用技术学院毕业论文 PAGE 23 摘 要 中国的化妆品企业正在面临世界范围的竞争压力，市场已从卖方市场转变为买方市场，客户拥有比过去更多的选择，客户成为了各企业竞争的焦点，客户的数量及质量成为了企业生存的根本。中小化妆品企业要想在激烈的竞争中立足，就必须在满足客户需求方面下功夫，因此，对客户的全方位关怀和服务的思想在中小化妆品企业中变得尤为重要。本文在具体阐述了客户关系管理的概念及其重要作用后，分析了中小化妆品企业的基本情况，剖析了中小化妆品企业面临的机遇与挑战，根据客户关系管理理论结合中小化妆品企业客户关系管理的应用现状，指出中小化妆品企业关系管理中存在的误区，并对这些误区进行深入研究，提出中小化妆品企业应树立以客户为中心的观念，加强与客户的交流，注重提高客户经营能力，实现双赢，充分利用客户这一宝贵资源，提高企业竞争能力。 关键词 客户关系管理；中小化妆品企业；管理 Abstract Cosmetics enterprises in China are facing the pressure of worldwide competition．The market has turned into a buyers market from a sellers one，the customers，thus，have much more choice than ever．Customers have become the focus of competition，and the quantity and quality of customers dominated the survival of enterprises．If small and medium-sized cosmetics enterprises want to survive in the drastic competition，they must try their best to meet the desire of customers．Thus，care and service all the idea for customers are particularly important for small and medium-sized cosmetics enterprises．In this paper，the basic situation，chances and challenges of small and medium-sized cosmetics enterprises were analyzed，after the specification of the concepts and importance of customer relationship management．Based on the theory of customer relationship management and the application situation of customer relationship management in small and medium-sized cosmetics enterprises，the mistakes of customer relationship management in small and medium-sized cosmetics enterprises were figured out. According to the further investigation of such mistakes，the concept that small and medium-sized cosmetics enterprises should centered on customers was brought out．The enterprises should strengthen the communication with customers，enhance the customer management ability， and acquire double income．Thus，they can make full use of customer resource and improve enterprise competition． Key words Customer Relationship Management small and medium-sized cosmetics enterprises management 目 录 TOC \o 1