顾客关系管理过程与外资企业营销绩效关系的实证研究

I顾客关系管理过程与外资企业营销绩效关系的实证研究内容摘要顾客是企业最重要的一项资产，是现代市场竞争的焦点。而拥有持续稳定忠诚的顾客是企业获取丰厚利润的保障，是企业生存和发展的支柱。随着竞争环境日益复杂和多变，顾客需求日趋多元化，企业需要有更有效率的方式来管理与顾客间的关系，顾客关系管理（CustomerRelationshipManagement，CRM）成为企业关心的热门议题。笔者在阅读大量文献资料的基础上，结合外资企业的实际情况，将众多的研究成果进行整合，提出自己的看法和观点，采用理论与实践相结合的方式讨论了顾客关系管理过程与企业绩效的相关问题并提出相关假设。通过问卷设计、问卷调研和样本数据收集，运用软件SPSS，采用因子分析、回归分析等方法，对调研数据进行处理和分析，对假设进行验证。通过分析，验证了三个阶段的顾客关系管理对提高企业绩效具有明显的正向作用。最后，本文总结了研究的结果并提出了相应的建议。根据研究的结果，提出了研究的局限与未来的研究方向。关键字：顾客关系管理外资企业营销绩效IIAbstractThecustomerisoneoftheenterprise’smostimportantassets，andisthefocalpointofthemodernmarketcompetition．Itisthepillarthatsupportenterprisessurvival&growthwithsubstantialloyalcustomerswhichmayensuregenerousprofitability．Duetoconstantlychangeincomplicatedcompetitionenvironment，customerbecomemoredesirableanddemandingnowadays，thereforeenterprisesneedmoreefficientwaytomanagecustomerrelationship，withCRM(CustomerRelationshipManagement)recentlyhasbefrequentlydiscussedandbecameoneofthehottesttopicsandenterprises‘mostinterest．Basedonreadingalargenumberofliteraturematerial，onthebasisoftheactualsituationinforeignenterprise，manyresearchesofintegration，putsforwardtheirviewsandideas，bycombiningtheorywithpracticetodiscusstheissuesofCRMprocessandenterprise’sperformanceandputsforwardsomeassumptions.Throughthequestionnairesurveyanddesign，samplesurveydatacollectedbyusingsoftwareSPSS，factoranalysisandcorrelationanalysis，dataprocessingandanalysisofhypothesis.OurfindingsshowthatthethreestagesofCRMhaveanobviouseffectonimprovingtheperformancesofanenterprise.Finally，thispapersummarizestheresearchresultsandputsforwardsomeadvice.Accordingtotheresultsofthestudy，weputforwardtheresearchlimitationsandfutureresearchdirection.Keywords：CustomerRelationshipManagement，processanalysis，enterprise’sperformanceIII目录声明.............................................................................................................错误!未定义书签。致谢.............................................................................................................错误!未定义书签。内容摘要...........................................................................................................................................I第一章绪论...................................................................................................................................11.1研究背景...........................................................................................................................11.2研究意义...........................................................................................................................21.3研究目的...........................................................................................................................31.4研究假设...........................................................................................................................31.5外资公司介绍...................................................................................................................31.5.1强生有限公司.......................................................................................................31.5.2宝洁有限公司.......................................................................................................41.5.3世纪宝姿服装........................................................................................................5第二章.文献综述.............................................................................................................................62.1关于顾客关系管理...........................................................................................................62.1.1顾客关系管理的定义...........................................................................................62.1.2顾客关系管理的研究视角及内涵综述...............................................................72.2关于顾客关系管理的过程.............................................................................................112.3关于营销绩效.................................................................................................................132.3.1营销绩效评价回顾.............................................................................................142.3.2各种测评之间的联系.........................................................................................14第三章研究方法.........................................................................................................................193.1样本选取.........................................................................................................................193.2研究框架.........................................................................................................................193.3研究步骤.........................................................................................................................203.4研究工具.........................................................................................................................213.4.1人物访谈法.........................................................................................................213.4.2问卷调查法...............................................................