CRM在航空货物运输代理行业中的应用

上海交通大学硕士学位论文CRM在航空货物运输代理行业中的应用姓名：胡晓敏申请学位级别：硕士专业：交通运输工程指导教师：赵一飞;刘卡丁20051021CRM25920051021CRM3592005102120051021459,RFMABSTRACT559ABSTRACTTodaytheimmediatecauseformarketingcompetitionisthecustomerscompetitionastheyarethefoundationofenterprise'sexistenceanddevelopment.Ibelievethateveryresponsiblecompanyisthinkinghowcanwesatisfyandsecurethecustomer,whatkindofcustomeristhecompanyrealneededwhichcanhelpustodigoutmaximumprofit.Herefromthepointofviewofinternationalairtransportationindustry,startfrombasicknowledgeofairtransportation,mainlyintroduceserviceindustry,andfixonthemarketingrequirementtoairtransportation.itseemsthattheairtransportationiseasytodoifwegrasptherequirementofthemarketing,butactuallynot,themostessentialthingistosatisfythecustomer'srequirement,hereIalsoanalyzedtheairsupplychain,fromcustomerrelationshipmanagementleveltopresentwhoarethecustomerofthisfield.Especialtoemphasiscustomerrelationshipmanagementisthebasicofallkindsofindustry.Customersatisfactionandcustomer'slifetimevalueanalysisarethemost2importantthingsofcustomerrelationshipmanagement.Tomaintaintheon-handcustomersisthestrategyofcustomerrelationshipmanagement,butnottostrivefornewcustomercontinually.Sohowtounderstandandvaluatecustomersatisfactionisveryimportant.Thearticlesetupacustomersatisfaction'svaluationsystemforairtransportationwhichlistedclearlyabouttheindexofcustomersatisfaction,dealingwithquantityandanalysiswithspecificproportion,furthertomaketheenterprisehaveaclearconsciousnessfortheconceptofcustomersatisfactionNotallthecustomersarethenecessaryoneforanenterprise,onanotherhandit’salsounnecessarytosatisfyallcustomersforanenterprise.Howtoevaluatethecustomer'smeritandall-lifemeritandrejectthefakeone,tocollectenterprise'slimitedsourcestotherealvaluablecustomer,it’stheimportantanddifficultpointforcustomersrelationshipmanagement.ThearticlehereprovidedRFManalysismodelwhichveryutilityfortheairtransportationindustrytoanalyzecustomer'sall-lifevalue.Whiletheseareonlyagoodtoolformarketing.Somesalesmanpointedoutthatsalesconceptstillneedtoputacenterpositioninanenterpriseifyouwanttomakeacorrectjudgmentandeffectivesatisfycustomersrequirement.Togetherwiththewriter's10yearssalesexperienceandsummarizethesalestheory,principleandmethodwhichbasedonthecustomerrelationshipmanagementforairtransportationfield.Ipracticeitinmycurrentcompany,allprovedthatit’safeasibledirectionforthesalesdepartmenteventothewholecompany'soperation.ABSTRACT659Keywords:AirTransportation,AirSupplyChain,CustomerRelationshipManagement,CustomerSatisfaction,CustomerValue,CustomerLifetimeValue,Marketing.9591.11.1.135%2003201015%11181.9%7.7%7.2%4.6%200510%1-11-1Tab.1-1NumberofArticlesinChinesePeriodicalDatabaseSearchedwiththeKeyWords“AirTransportation”19961997199819992000200120022003200520051115235121237245017336%53%-78%140%0208%-35%108%246%1994200510591-2Tab.1-2NumberofArticlesinChinesePeriodicalDatabaseSearchedwiththeDifferentKeyWords02120[1][2]1.1.212005220056115911%:19781199912593520046902003200311.3%200427726.3%140%11.3%,20224392003-2022202234121,200521997.1113591.21.2.1CRM1.2.2RFM1.2.3RFMCRMCRM1.2.414592.12.1.1MASTERAIRWARBILLFLIGHT(MAWB):-,,,…….,,(MASTERAIRWAYBILLISSUINGLINER):,,,……,,,(GENERALSERVICEAGENT/G.S.A.)ONECOVERONE/ONEMASTERBILLCOVERINGONEHOUSEWAYBILLCARRIER’SWAYBILL12.1.2TRANSHIPMENT115592.1.3CONSOLIDATION/GROUPTRANSPORTIATAMINIMUM-45KG+45KGMASTERAIRWAYBILL+100KG+500KG+1,000KG45KG+100KGMAWB+100KG2.1.4CHARTER1212.22.2.1A.B.CIFFOB2.2.2A11.02003.41659BC2.2.32-1Fig.2-1FinancingFlowundertheTraditionalCircumstanceofAirTransportation2-2Fig.2-2AirShippingSupplyChainundertheTraditionalCircumstanceofAirTransportation17592.32.3.1ABFCA2.3.2UnitLoadDevicesDeadFreight.2-1Tab.2-1theDifferentContractTermsfortheForwarders5201270055440CNY20.50/KgCNY22.50/KgCNY21/KgCNY8/Kg,18592.3.32-3Fig.2-3FinancingFlowundertheCurrentCircumstanceofAirTransportation19592-4Fig.2-4AirShippingSupplyChainundertheCurrentCircumstance2.4CRM2059CRM3.1CRM3.1.1CRMCRMCustomerRelationshipManagement,CustomerCRMCRMCRMGartnerGroupCRMITCRMCRMguru.comCRMCRMCRMCRMIBMCRMCRMCRMCRMCRMSAPCRMNCR(theNationalCashRegisterCorporation)CRM2159TheAssociationForManufacturingTechnology,AMTCRMCRMITCRMCRMCRMCRM1CRMCRM2WTOCEOIntelDellIntelDellDellGE13.1.2CRM20801200421.02003.4CRM22591)5-85%85%15%50%70%CRMCRM-3-1Fig.3-1theDevelopmentofMarketingConcept3-2CRM21CRM2002.82CRM2004CRM23593-2Fig.3-2CustomersStatusChangeduringtheEnterpriseDevelopment3.1.3CRM123CRM413.23.2.1BCO3-32-2BCOBeneficialCargoOwner12005CRM24593-3A---BCOFig.3-3CustomerTypeA:BeneficialCargoOwner3.2.2OverseasAgent3-13-1Tab.3-1theProportionTableforAirFreightPaymentHoldersinPearlRiverDelta52%48%30%70%35%65%3.2.3CRM25593.3200411(LufthansaCargo)3572005412357,A—B(1)(2)(3)(4)CRM2659(5)CSusanM.Keaveney199513-23-2SusanTab.3-28reasonsforCustomerLostbySusanM.Keaveney20%216%44%11%34%9%17%10%7%6%3-21CRM2004CRM27593428594.114.24-1Tab.4-1theWaytoKeepInvestigationandScaleofCustomerSatisfaction;;415%90“CustomerSatisfactionCS”11120032959“”——“”14.34.3.124.3.21www.userrate.com2www.3see.com,2003.103059