唐人神集团公司实施客户关系管理的策略研究.docVIP

湖南大学 硕士学位论文 唐人神集团公司实施客户关系管理的策略研 姓名：赵亚玲 申请学位级别：硕士 专业：工商管理（MBA) 导教师：曾德明唐人神集团公n-j客户关系管埋的策略研究 Abstract CRM (customer relationship management), broadly means that during the course of operationenterprises make marketing strategy to meet the individual demand of customers, by means of accumulating customer information continuously and using the information acquired. CRM implies the change of ideas, that is, enterprises launching all the management activities based on customers. This article attempts to provide a unified and efficient plat form for Tangrenshen group, which will make contact with salers and cultivators, by inquiring deeply into the current situation and tendency of CRM. Whats more, this plat form will help Tangrenshen group deal with and analyze the information of customer resource quickly, and offer lots of useful information to help the leaders and responsible departments to analysis the market dynamically, make rational decisions, and fulfill daily management. Thus, dynamically, make rational decisions, and fulfill daily Thus, it will help the enterprise promote the customer value, make led, attract and keep more customers and increase the turnovers, /ill help reduce the marketing segments, decrease the operating costs, by sharing the information and optimizing the trade process. Finally, it will promote the key competitive capacity of Tangrenshen group. This article, at first, analyzes the development, the marketing management of customer value and competition of Tangrenshen group and the analysis puts forward the necessity of CRM. Then it talks about something in the following five aspects, such as: the current situation strategical significance and the main content of the CRM, 1 the practice of CRM theory, the building of enterprise literature ，and the high-levels choice of CRM. On the whole，this article tries to explain from a theoretic perspective and establish rational CRM system that accords with reality of the enterprise. After discuss