摘要
II
摘要
全球化的程度的进一步加深以及欧亿·体育（中国）有限公司集中度和企业规模的不断扩大导致企
业在参与市场经济发展的过程中所面临的激烈程度越来越高,为了进一步提升企
业的市场占有率及市场竞争力,企业所面临的竞争越来越复杂,在这样的背景下
如何在有限的资源下为客户提供满意的产品和服务,提升客户的满意度和忠诚度,
因此大量的企业在发展的过程中已经将客户关系管理提升到了企业战略管理的
层面。“以产品为中心”的理念已经逐渐开始向“以客户为中心”的理念进行转变
客户作为企业最为重要的资源之一,在多个方面直接对企业的发展产生影响和作
用,客户管理关系到企业的可持续发展,成为现代企业管理中最为主要的组成部
分
客户关系管理作为企业管理的重要组成部分,要求企业树立以“客户为中心”
的管理理念,积极建立完善的客户关系管理体系。本文以HAE公司为研究对象,
重点分析了HAE公司客户关系管理体系。结合HAE公司发展的实际情况和特
点,从不同的角度分析HAE公司发展过程中的客户关系管理问题,得出目前由于
HAE公司对客户关系管理不够重视,客户关系管理体系建设不完善以及客户关系
管理信息系统运用不足导致目前客户满意度较低,在客户关系管理中对客户没有
进行分类管理,在市场营销中并没有完全体现出“以客户为中心”的服务理念。立
足于目前HAE公司客户关系管理体系中存在的不足以及导致这些问题的原因,
结合相关的理论提出了HAE公司客户关系的优化方案,并且为了确保优化方案
能够真正得到实施,提高公司客户关系管理的能力的及效率,为公司实现可持续
的发展奠定基础
本文在企业客户关系管理问题的分析和研究中选择HAE公司作为研究样本,
目的在于分析和探讨目前我国企业客户关系管理体系的现状,并且深入分析客户
关系管理中存在的问题和不足。期望通过对HAE公司客户关系管理优化的研究
为我国公司企业关系管理提供相关的借鉴,实现我国企业资源的有效配置,进一
步提高我国企业的市场竞争力
关键词:营销策略,客户关系,客户价值
Abstract
III
Abstract
The further deepening of the degree of globalization, and the increasing
concentration of industry and the expansion of the scale of enterprises have led to the
increasing intensity of the enterprises in the process of participating in the
development of the market economy. In order to further enhance the market share and
market competitiveness of enterprises, the competition of enterprises is becoming
more and more complex, in this way. In the context of limited resources, how to
provide customers with satisfactory products and services to improve customer
satisfaction and loyalty, so a large number of enterprises have promoted customer
relationship management to the level of strategic management in the process of
development. The concept of ＂product centered＂ has gradually begun to shift to
the concept of ＂customer centered＂. As one of the most important and most
important resources of the enterprise, customers have a direct impact on the
development of the enterprise in many aspects. The customer management is related
to the sustainable development of the enterprise, which has become the most
important part of the modern enterprise management.
As an important part of enterprise management, customer relationship
management requires enterprises to set up a ＂customer centered＂ management
concept and actively establish a perfect customer relationship management system.
Taking HAE company as the research object, this paper focuses on the analysis of
customer relationship management system of HAE company. According to the actual
situation and characteristics of the development of HAE company, this paper analyzes
the customer relationship management in the development process of HAE company
from different angles, and draws the conclusion that at present, because HAE
company does not pay enough attention to the customer relationship management, the
construction of the customer relationship management system is imperfect and the
application of the customer relationship management system is insufficient. In the
customer relationship management, there is no classified management in customer
relationship management. In marketing, it does not fully reflect the ＂customer
Abstract
IV
centered＂ service concept. Based on the shortcomings of the current HAE company＇
s customer relationship management system and the reasons for these problems, this
paper puts forward the optimization scheme of HAE company＇s customer
relationship based on the related theories. In order to ensure that the optimization
scheme can be truly implemented, the ability and efficiency of the company＇s
customer relationship management can be improved and the company is realized. The
foundation for sustainable development is laid.
In this paper, HAE company is selected as the research sample in the analysis
and research of the enterprise customer relationship management. The purpose of this
paper is to analyze and discuss the present situation of the customer relationship
management system in China, and to analyze the problems and shortcomings in the
customer relationship management. Through the research on the optimization of HAE
company＇s customer relationship management, we hope to provide some reference
for the enterprise relationship management in our country, to realize the effective
allocation of our enterprise resources and to further improve the market
competitiveness of our enterprises.
Key words: customer centered；customer relationship；customer value。