腾讯客户关系管理对策分析.docxVIP

腾讯客户关系管理对策分析 内 容 摘 要 随着科学信息时代的不断发展与其进步,科学信息技术日新月异,客户关系管理的工作方式也面临着转变，信息时代的发展必将为客户关系管理带来理念与方式以及实践的一次重大变革。信息时代的市场竞争已经不再是原来的产品竞争，转变为了服务竞争。而服务竞争中占据重要地位的客户关系管理，有助于压缩成本提高管理效率以及稳定客户关系拓展潜在市场。为研究客户关系管理，本文选择腾讯作为研究对象，探寻腾讯客户关系管理对策分析。腾讯早期的客户关系管理存在着服务理念滞后，管理机制有待完善以及对于客户定位不清晰等问题。针对这些问题，腾讯提出了独有的对策：客户关系管理的个性化和精细化。在此对策的帮助下，产品活跃用户大大增加，各项收入增长明显，并促进了产品的自我完善与升级改造。为其赢得了良好的口碑 本文在总结和借鉴了国内外先进的CRM的相关研究成果,先是从理论上具体阐述了CRM的基本内容和其作用,以深圳市腾讯计算机系统有限公司为成功案例,使用了文献调查研究,案例分析和定量分析的手段和方法,探究了腾讯的企业个性化与精细化客户关系管理的对策。最后,对于腾讯和其他大型的互联网信息服务企业在进行客户关系管理的具体做法等问题提出了建议。 关键词：客户关系管理；精细化管理；个性化管理；生态化建设；数字化升级；腾讯 Analysis of Tencents customer relationship management Abstract With the continuous development and progress of the scientific information era, scientific information technology is changing with each passing day, and the working mode of customer relationship management is also facing changes. The development of the information era will bring a major change in the concept and method and practice of customer relationship management. The market competition in the information age is no longer the original product competition, but transformed into a service competition. Customer relationship management, which occupies an important position in service competition, helps to reduce costs, improve management efficiency, and stabilize customer relationships to expand potential markets. In order to study customer relationship management, this article selects Tencent as the research object, and explores the analysis of Tencents customer relationship management countermeasures. Tencents early customer relationship management had lagging service concepts, management mechanisms to be improved, and unclear customer positioning. In response to these problems, Tencent proposed a unique strategy: personalized and refined customer relationship management. With the help of this strategy, the number of active users of the product has greatly increased, and the revenue growth has been obvious, and it has promoted the self-improvement and u