第三方物流中的客户关系管理研究

摘要i摘要随着全球经济一体化进程加快和网络经济的出现，第三方物流企业经营日益国际化，竞争亦日趋激烈，而客户资源己经成为企业最重要的战略资源之一，谁把握了客户谁就拥有了市场，所以使得企业的战略正从“以产品为中心”向“以客户为中心”进行转变。因此第三方物流企业加强客户关系管理，将有助于企业在今后的经营中获得进一步的健康发展，有利于企业赢得市场竞争，从而获得企业的可持续发展能力。客户关系管理是一种使企业增强核心竞争力、扩大市场规模、加速提升运营效率的成功的经营管理模式。如何区分客户的价值，成为企业必须解决的问题。企业应如何了解客户的需求，如何细分不同客户，如何根据不同价值的客户定制不同的服务策略，如何维系客户关系，提高客户满意度?客户关系管理(CRM)正是为企业解决这些问题的。本文从选题的背景及意义入手；然后论述第三方物流与客户关系管理的相关内容，借此了解第三方物流企业客户关系管理的来龙去脉和基本思想；其次，从我国第三方物流企业客户关系管理所面临的环境和所需要解决的问题进行论述研究；最后，结合实例充分说明第三方物流企业进行客户关系管理的必要性，并构建提供一些建议、策略，建立一个第三方物流企业客户关系管理的系统框架，帮助物流企业科学地进行客户关系管理，通过客户关系管理系统，推动第三方物流企业提供及时性、可靠性的物流服务，并有效降低成本，有力支持客户企业发展的目的。关键词：第三方物流客户关系管理客户ABSTRACTiiABSTRACTWiththeeconomic-globalizationandtheappearanceofnet-economy，thedemandforThirdPartyLogistics(TPL)becomesinternationalizationincreasinglyinmanagementandcompetition.Sothecustomerresourcebecomesoneofthemostimportantstrategyresourcesforanenterprise.Thecompany,whoholdthecustomersmeanscouldpossessofmarket,inordertochangethecorporationstrategictargetformcenteringonmassintocenteringoncustomeralready.SoCRMtoTPLenterprisestohelpthemimprovetheircustomermanagementlevel,confirmcustomerloyaltyandstrengthentheirselvescompetitionability.TheCustomerRelationshipManagement(CRM)isasuccessfuloperationmanagementpatternwhichcanreinforcethecorecompetitivenessofenterprises,increasethemarketscaleandacceleratepromotingtheoperationefficiency.Howtodistinguishthevalueofcustomersbecomesanimperativeproblemofenterprise.Enterprisesshouldknowhowtoacquaintthecustomer'sneeds,tosubdividedifferentcustomers,tocustomizedifferentservicepolicyaccordingtothedifferentvaluablecustomers,tomaintaincustomerrelationsandimprovecustomersatisfaction?TheCustomerRelationshipManagement(CRM)isexactlytosolvetheseproblemsforenterprises.ThisarticleintroducedtheTPLcompanies’backgroundandsignificancefirst,thenelaboratedthecontentsoftheCRMandTPL.ThroughthemtounderstandtheCRM’sthematiccontentandbasicmentality.Second,basedonthesituationsofChina’sTPLcompaniesandneededtosolvethematter,thispaperaimstoputforwardainvestigationinordertodealwithsomeproblemresultingfromlessexperienceinCRMoperation.Finally,withsomecaseanalysis,thepaperisalsotoindieatethewayhowtomanagetheTPLcompanieswellpointingouttheweaknessinitsCRMbuildingaswellassomesuggestions.Keywords：CustomerRelationshipManagement;ThirdPartyLogistics;customer目录I目录第一章绪论······························································································11.1研究背景··························································································11.2国内外研究综述················································································21.2.1国外研究现状···············································································21.2.2国内研究现状···············································································31.3研究目标··························································································4第二章企业客户关系管理研究进展·······························································52.1CRM概述·······················································································52.2CRM基本应用原则···········································································72.3CRM的理论基础··············································································82.4CRM的管理思想··············································································9第三章第三方物流企业CRM战略必要性分析················································113.1第三方物流与第三方物流企业······························································113.1.1第三方物流·················································································113.1.2第三方物流企业···········································································123.1.3第三方物流企业客户特点·······························································133.1.4第三方物流企业客户关系的特点·····················································133.2第三方物流企业市场环境分析································································143.2.1我国第三方物流企业发展现状························································143.2.2我国第三方物流企业发展机遇························································153.2.3我国第三方物流企业面临的挑战·····················································153.3第三方物流企业客户关系管理战略必要性分析·········································163.3.1CRM是第三方物流企业自身特点的需求···········································163.3.2CRM是第三方物流企业竞争和发展的需要········································173.3.3CRM是第三方物流企业管理信息化的必然选择··································17第四章通过宝供集团案例分析介绍CRM实施················································18目录II4.1宝供客户关系管理理念的发展过程··························································184.2宝供客户关系管理的成功实践································································194.2.1宝供的一对一营销策略实施····························································194.2.1.1宝供的一对一物流服务营销······················································194.2.1.2宝供对宝洁的一对一营销实例···················································204.2.2宝供管理信息系统对其客户关系管理的支持······································214.3宝供客户关系管理分析与建议······························································224.3.1宝供客户关系管理现状分析···············