CRM在B2B行业的应用A公司CRM应用研究

上海交通大学硕士学位论文CRM在B2B行业的应用—A公司CRM应用研究姓名：杨群申请学位级别：硕士专业：工商管理指导教师：周洁如20090111CRMB2BACRM,B2BCRMB2BCRMB2BACRMB2BCRMB2CB2BCRMCRMCRMCRMB2BB2BCRMB2BACRMAACRMB2BCRMB2BAB2BB2BACRMB2BCRMCRMB2BTHESTUDYOFCRMINTHEB2BINDUSRY---THEAPPLICATIONOFCRMINCOMPANYAABSTRACTWiththeevolvementofthemarketeconomy,themanagementtheoryhasbeenchangingformproductdriventocustomerdriven.Customersarebecomingthemostimportantassetforacompany.CustomerRelationshipManagement(CRM)becomesoneofthemostimportantpartsforcompanyoperation.ThisthesisstudiedtheapplicationofCRMinaB2BcompanyandaimedtosharethelearningandexperienceforotherB2Bcompanies.Therearesixpartsinthispaper.ThefirstpartgivesabriefintroductionoftheCRMusageinB2CandB2Bindustry.CRMtheories,strategiesandfunctionsareintroducedinthesecondpart.PartthreefocusesontheB2Bindustry.Thecharacteristicsandchallengesarediscussedinthepartthree.ThefourthpartpresentstheCRMsysteminCompanyA.Customersupportingsystem,opportunitymanagementsystemandmarketingfunctionarethemostimportant3partsforAcompany’sCRM.SuggestionsforfurtherimprovementsofCRMincompanyAwereprovideinpartfive.ThesixthpartsummarizeslearningandexperienceofAcompanyandsharedwithotherB2Bcompany.KEYWORDS:CRM,B2B,OpportunityManagement2008MBACRMB2BACRM111.1(CustomerRelationshipManagement,CRM),CRMB2CB2CB2CCRMCRMB2CCRMCRMB2C111CRMB2CCRMP&GCRM[1]CRM-eNterpriseI®WebPersonalizer®E-mailMaster®OnetoOneAnalyzer®[1]WebPersonalizer®E-mailMaster®E-mailMaster®OnetoOneAnalyzerOnetoOneAnalyzerMBACRMB2BACRM2OnetoOneAnalyzerRFMRecency,FrequencyMonetaryWebPersonalizerEmailMasterOnetoOneAnalyzerCRM,CRM7610000232000115[2]CRMCRMCRM100VOIP500020000CRMCRMCRMTTSSMSMBACRMB2BACRM3[3]B2CCRM112CRMB2BB2BCRMB2C---CRMB2BB2BB2BB2BCRMIT,,CRMITB2BCRMDellCRMCRMDellB2BB2BIDICIDENTIFY-DIFFERENTIATE-INTERACT-CUSTOMIZEB2BOnetoOneB2BOnetoOneDellCRMPremierDell.comB2BDellPremierDell.comPremierdellMBACRMB2BACRM4PremierDell.comDellDellPremierDell.comDellPremierDell.comDellPremierPageDell20041000Premier10400[4]HP150,0001702006917ITHP2002Compaq2002SiebelCRM2003SiebelMarketingSiebelBusinessAnalyticsHPCMOWinkercustomerdatamining,4200CRMB2BCRMB2BITB2BAB2BCRMCRMB2BACRMB2BCRMCRMB2B12CRMB2BCRMB2BACRMB2BB2BMBACRMB2BACRM5AB2BB2BACRMB2BCRMCRMACRMACRMACRMB2B13CRMB2CB2BCRMCRMCRMCRMB2BB2BCRMB2BACRMAACRMB2BCRMMBACRMB2BACRM62219090GartnerGroupIT211CRMCRMCRMCRMMBACRMB2BACRM7212CRM•20/8020/80BilfredoPareto20/80(20/80)20%80%20/80/30(20/80/30rule)30%•20CRM(1)(2)(3)MBACRMB2BACRM8(4)2.11Figure1CustomerCategoryofaCompany•??/61/5CRM•MBACRMB2BACRM9SAP[5]GCVGeneralCustomerValue1VC2006.121Figure1CustomerLifeCycle•:0t1,GCVGCV•:t1t3GCV•:GCVMBACRMB2BACRM10•:GCV•22•••••••••ERM•••CRM2Figure2EvolveofManagementTheory[7]:CRM2MBACRMB2BACRM112Table2EvolveofCustomerRole2070802080902090212[8]CRMCRM23CRMCRMCRMMBACRMB2BACRM12CRMDataMiningOnetoOneMarketing231CRM4PS()4PS[6]1.2.3.MBACRMB2BACRM134.5.232CRM(One-To-OneMarketing)DonPeppersMatherRogersDonPeppers(CRM,CustomerRelationshipManagement)CRMCRMMBACRMB2BACRM142.4CRMCRM2080(ContactManagement)90(CustomerCare)1990(SalesForceAutomationSAF)SAF(CustomerSupportService,CSS)1996SAFCSS(Marketing)(FieldService)InternetCRMGartnerGroupCRMCRMCRMCRMCTICRMSFA(SalesForceAutomation)EMA(EnterpriseMarketingAutomation)CSS(CustomerServiceSupport)CRMCRMCRMCRMCRMCRMOLAPMBACRMB2BACRM15241CRM(SalesForceAutomationSFA)SFASAPCRM[10]SAPCRMSAPCRMSAPCRMCRMSAPCRMInternetSAPCRMSAP24MBACRMB2BACRM16242CRMInternet;;;SAPCRM[10]SAPCRMMarketingResourceManagementSAPCRMCampaignManagementSAPCRMSAPCRMSAPSalesLeadLeadsLeadsOpportunitiesSAPCRMSAPCRM243(CustomerService&SupportApplications,CSS)WebCSSSAPSAP/-MBACRMB2BACRM17()SAP()SAP/SAPCRMCIOSAPCRM250025CRMCRMCRMMBACRMB2BACRM18[9](Data);(Information)(Knowledge)N;(RuleofEngagement)MBACRMB2BACRM193CRMFigure3AnalyticFunctionofCRMGartnerCRMCRMCRMCRMCRMCRMMBACRMB2BACRM203B2B31B2BB2BbusinesstobusinessITB2BB2BB2CB2BCRM311B2BB2BB2CB2BDirect1998B2B36000460000[6]B2CB2BB2BB2BB2BB2BB2CB2B312B2B(B2C)BMBACRMB2BACRM212BB2BB2BB2C33B2BB2CTable3ComparisonofMarketingCharacteristicsofB2BandB2CB2BB2CForresterResearchAmericanBusinessMedia(ABM)B2B[11]TheB2BDigitalMarketingShift867B2BB2BB2B49B2B2008B2BMBACRMB2BACRM22554ForresterResearch[11]B2BB2B200448.7200854.6%4B2BB2BTable4MarketingMethodsofAmericaB2BCompanyB2B2004/2005200860.2%60.8%56.2%48.7%48.7%54.6%46.9%35.6%45.8%44.1%45.4%48.3%43.5%35.1%41.4%44.1%41.3%38.6%37.7%41.6%35.3%33%26.8%24.8%ForresterResearch2005.10B2B5B2B2440375Table5Ratioofdifferente-MarketingToolsMBACRMB2BACRM233740869313B2BB2BB2CB2BB2BB2BMBACRMB2BACRM24B2B314B2BB2BB2BB2BB2B32B2BB2BB2B321B2BB2CB2BB2BMBACRMB2BACRM25B2CB2B()()DavidCourtThomasDFrenchTimIMcguireMichaelPartingtonB2B322B2BCRM----------MBACRMB2BACRM26B2BB2BInternetWebE-mailchat/Webcall-backB2BB2BB2B33B2B3.3.1,CRMMBACRMB2BACRM273.3.2333B2BB2BCRMB2B,,,B2B334B2BB2BB2BB2BB2BMBACRMB2BACRM28CRM上海交通大学MBA学位论文CRM在B2B行业的应用－A公司CRM应用研究29第4章CRM在B2B企业A公司的应用4．1A公司介绍4．1．1A公司简介A公司是一家美资化工公司,其主要产品为有机硅化学品，广泛用在各个领域如汽车，电子，建筑，化妆品，纸张，粘合剂等。该公司在全球有将近10000名员工,分布在32个国家的100多个办公地点目前该公司有7000多种产品再销售,在全球有25,000家企业客户，其绝大部分的客户均为企业客户。其2007年的销售额将近50亿美金，为全球有机硅行业的领导者。图4A公司组织