w集团电话营销策略研究工商管理专业论文.docxVIP

首都经济贸易大学硕士学位论文 首都经济贸易大学硕士学位论文 w集团电话营销策略研究 ABSTRACT With the development of the socio—economic environment，service industries more competitive and manet environment will promote the survival of the fittest．In this market environment，small and medium service enterprises to place in the competition，we need to constantly self-improvement and innovation．Telephone marketing because of low cost， fast and received benefits SME(similar small and medium enterprises)customers．W Group，established in 2005，the call center but pre-main functions of call center and customer service center-oriented management．In order to adapt to market changes，W Group discussion on a call center transformation from cost center to profit center， telemarketing create benefits for enterprises．From the W group call center customer service and sales management based on the actual operating situation of cross，analyzed problems W Group in the telemarketing business and management theory and management experience in telemarketing，discussed solutions to relevant problems．Specifically，W Group at the beginning of marketing there is lack of customer resource management system，human resource management system is not perfect，the sales process is not professional and other issues．Telemarketing proposed to solve these problems in the realization of the path W Group applications：improving resource management，enhance the value of output；to choose the appropriate personnel and structures and training system； strengthen the system function，precise customer marketing；establish an incentive mechanism，create motivation to work：promote corporate culture，boost development of the company．To provide management experience for similar small and medium enterprises． Keywords：Telemarketing Strategy research CRM IV 万方数据 首都经济贸易大学硕士学位论文 首都经济贸易大学硕士学位论文 W集团电话营销策略研究 目 录 1引言 ．1 1．1选题背景及研究意义 ． ．． ．．1 1．1．1选题背景 ．1 1．1．2研究意义 ． ． ．．1 1．2相关文献综述及理论基础 ．2 1．2．1相关文献综述 ． ．．2 1．2．2相关理论基础 ．．．．．．．．．．．．．．．．．．．．．．．．．．．．．． ．．． 3 1．3研究思路 5 1．4研究方法