路桥农工商连锁超市客户管理研究.pdfVIP

路桥农工商连锁超市客户关系管理研究 摘 要 客户关系管理是当今最受管理学界关注的营销与管理策略之一，其在连锁 超市中也起着举足轻重的作用。超市通过对客户关系的管理，不仅可以在同行 中建立竞争优势，而且可以提高销售业绩，增加企业利润。 路桥农工商连锁超市开业八年来十分重视客户关系的管理，获得了良好的 顾客满意度和服务诚信度，但其仍存在着如客户细分过于笼统粗糙、客户信息 得不到充分利用、客户生命周期管理不当等一系列问题。本文在回顾客户关系 管理理论的基础上，分析了路桥农工商连锁超市现状及存在的问题，进而提出 一系列优化策略和建议，包括加大对客户关系管理重视与投入、细分客户信息、 建立核心客户管理机制、健全客户数据库、优化客户工作流程等。 关键词：客户关系管理；连锁超市；路桥农工商 I 路桥农工商连锁超市客户关系管理研究 Abstract Today customer relationship management is one of most management scholars concerned marketing and management strategies ，which plays a pivotal role. Through the management of customer relationshi ，supermarket not only can create a competitive advantage in the peer, but also can increase sales to increase enterprise profits. Luqiao NGS supermarket chain, which has opened eight years, attaches great importance to customer relationship management, access to a good degree of customer satisfaction and service integrity, but the series of problems still exist, such as rough customer segmentation, not fully utilized customer information, customer lifecycle management ina ropriately etc. Depend on reviewing the customer relationshi management theory, this paper analyzes the situation and problems of Luqiao NGS supermarket chain .and then further proposes a series of optimization strategies and recommendations, including greater emphasis on customer relationshi management and investment, breaking down customer information, establishing core customer management system, improveing the customer database, and optimizing customer workflow. etc. Keywords: customer relationshi management; Chain supermarket; Luqiao NGS supermarket