市场营销-天猫国际客户关系管理存在的问题及改进研究论文.docx

天猫国际客户关系管理存在的问题及改进研究 【摘要】客户关系管理是每家企业都应该重视的问题。随着经济的发展，跨境海淘成为了新的消费潮流。跨境电商作为新型的电子商务模式，既有着传统电商存在的问题，又面临跨境物流等新的挑战。这对企业的客户关系管理提出了更高的要求。 本文通过选取天猫国际作为研究对象，运用文献研究法、案例分析法、数据分析法，对其客户关系管理问题实施研究。研究内容包括：首先，介绍本文研究的背景、意义和方法，主要回答为什么研究、如何研究等问题，并对国内外就客户关系管理研究的形状展开论述。其次介绍客户关系管理的概念、作用、特点及相关理论。再对天猫国际的客户关系管理现状进行介绍，并通过客户的负面评价分析其存在的问题及背后的原因。最后，本文提出天猫国际客户关系管理改进原则，并建议天猫国际需要从物流体系、客服体系等方面采取措施，以提高整体的竞争力。 本研究为天猫国际客户关系管理存在问题的改进提供了有效依据。同时，也为国内其它电商企业的客户关系管理实施应用提供了参考。 【关键词】客户关系管理 电子商务 天猫国际 互联网  Research on Tmall Global customer relationship management problems and improvement 【Abstract】Customer relationship management is a problem that every enterprise should pay attention to. With the development of economy, cross-border overseas online shopping has become a new consumption trend. As a new e-commerce model, cross-border e-commerce has both the existing problems of traditional e-commerce and the new challenges of cross-border logistics. It is puts forward the higher request to the enterprises customer relationship management. In this paper,Tmall Global is selected as the research object, and its customer relationship management is studied by means of literature research, case analysis and data analysis. The research content includes: first, introduce the background, significance and method of this research, mainly answer the questions of why and how to research, and discuss the shape of customer relationship management research at home and abroad. Secondly, the concept, function, characteristics and related theories of CRM are introduced. Then it introduces the current situation of customer relationship management inTmall Global, and analyzes the existing problems and the reasons behind through the negative evaluation of customers. Finally, this paper proposesTmall Global customer relationship management improvement principles, and suggests thatTmall Global need to take measures from the logistics system, customer service system and other aspects, in order to improve the overall competitiven