江浩--海尔集团客户关系管理研究

郑州轻工业学院本科毕业论文题目海尔集团客户关系管理研究学生姓名江浩专业班级信息管理与信息系统07-1班学号200706040117院（系）经济与管理学院指导教师(职称)杨承梁（讲师）完成时间2011年5月20日海尔集团客户关系管理研究I海尔集团客户关系管理研究摘要伴随着日益激烈的市场竞争，企业己逐步由传统的以产品为中心的管理模式向以客户为中心，实现客户和企业双赢的管理模式转变。在过去的二十多年中，我国家电业取得了显著的进步，而在这发展过程中，客户关系管理一直扮演着重要的角色。加强企业客户关系管理，深入了解客户需求，为客户提供更加个性化、深入化的服务，将成为企业成功的关键。海尔集团作为我国家电行业的领军者，在客户关系管理方面也有着丰富的成功经验，当然也存在着一些迫切需要改进的问题。本文通过市场调查研究和相关资料的查阅，首先介绍了客户关系管理的一些理论知识以及客户关系管理在国内外的发展现状，继而分析了海尔集团客户关系管理的现状，包括公司的组织结构，营销系统状况，发现其客户价值识别体系和客户关系管理的特点和不足，并针对这种不足提出海尔集团客户关系管理的改进策略，包括平衡新、老客户价值认知，加强企业文化建设以及动态客户关系管理模式的构建。最后分析海尔客户关系管理的实施对我国中小企业的启示。关键词海尔集团；客户关系管理；顾客价值；改进策略海尔集团客户关系管理研究IITheStudyonCRMofHaierGroupABSTRACTWiththesharpcompetitioninthemarket,enterprisehasgraduallychangedfromtraditionalenterprisemanagementstyleoftakingproductasthecentertothenewwin-winmanagementstylewhichtakescustomerasthecenterandrealizescustomer’svalueandattainsenterprise’sprofit.Inthelasttwodecades,themarketingmanagementinthehouseholdelectricalappliancesenterprisehasexperiencedahugetransformation,andtheCRMplayedanimportantroleinthisprogress.Strengtheningthecustomerrelationshipmanagement,understandingthecustomers’needsdeeplyandsupplyingthemorepersonalizedanddeeperservicewillbethekeytobusinesssuccess.InCustomerRelationshipManagement,HaierGroup,asaleaderinthehouseholdelectricalappliancesindustryhasabundantofsuccessfulexperienceandsomeproblemstoo.Bycombiningmarketresearchandtheaccesstorelevantinformation,thethesisint-roducesthetheoryofCRMbrieflyandstudiesthestatusofdevelopmentofCRMathomeandabroadfirstly.Secondly,itanalysisthestatusoftheapplicationanddevelopmentofHaierGroup’sCRM,includingthecompany’sorganizationalstructureandmarketingsystemstatus.Afterfindingthefeaturesandshortcomingsofitscustomer’svalueidentificationsystemandcustomerrelationshipmanagement,weproposetheimprovementstrategiesthatincludingmakingbalanceoncustomervalueassessment,thefurtheroptimizingofcorporatecultureandbuildingdynamicalCRM,etc.Finally,itanalysistherealisticsignificanceoftheimplementationofHaier’sCRM.KEYWORDSHaierGroup;CustomerRelationshipManagement;CustomerValue;ImprovementStrategies海尔集团客户关系管理研究III目录中文摘要..............................................................................................................I英文摘要.............................................................................................................II1绪论..................................................................................................................11.1选题背景................................................................................................11.2选题意义................................................................................................11.3选题目的................................................................................................11.4研究内容及论文框架............................................................................21.4.1研究内容.............................................................................................................21.4.2论文框架.............................................................................................................22客户关系管理（CRM）理论概述................................................................42.1CRM的理论基础....................................................................................42.2CRM的概念及内涵................................................................................42.2.1CRM的概念........................................................................................................42.2.2CRM的内涵........................................................................................................42.3CRM的基本目标和基本内容...............................................................62.4国内外CRM的现状分析.....................................................................72.4.1国外客户关系管理研究现状.............................................................................72.4.2国内客户关系管理研究现状.............................................................................83海尔集团CRM现状分析与评价..................................................................93.1海尔集团简介........................................................................................93.2海尔集团组织结构..............................................................................103.3海尔集团营销渠道的发展现状..........................................................123.4海尔集团CRM现状分析...................................................................133.5海尔集团CRM评价...........................................................................143.5.1海尔CRM实施策略........................................................................................143.5.2海尔CRM系统的特点....................................................................................163.5.3海尔CRM存在的不足....................................................................................174海尔集团CRM的改进策略........................................................................204.1平衡新、老客户价值认知..................................................................20海尔集团客户关系管理研究--IV4.2加强企业文化建设.......................................................