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

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

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

The Study on CRM of Haier Group

ABSTRACT

With the sharp competition in the market, enterprise has gradually changed from traditional enterprise management style of taking product as the center to the new win-win management style which takes customer as the center and realizes customer’s value and attains enterprise’s profit. In the last two decades, the marketing management in the household electrical appliances enterprise has experienced a huge transformation, and the CRM played an important role in this progress. Strengthening the customer relationship management, understanding the customers’ needs deeply and supplying the more personalized and deeper service will be the key to business success.

In Customer Relationship Management, Haier Group, as a leader in the household electrical appliances industry has abundant of successful experience and some problems too. By combining market research and the access to relevant information, the thesis int- roduces the theory of CRM briefly and studies the status of development of CRM at home and abroad firstly. Secondly, it analysis the status of the application and development of Haier Group’s CRM, including the company’s organizational structure and marketing system status. After finding the features and shortcomings of its customer’s value identification system and customer relationship management, we propose the improvement strategies that including making balance on customer value assessment , the further optimizing of corporate culture and building dynamical CRM,etc. Finally, it analysis the realistic significance of the implementation of Haier’s CRM.

KEY WORDS Haier Group; Customer Relationship Management; Customer Value; Improvement Strategies

目 录

中文摘要 .............................................................................................................. I 英文摘要 ............................................................................................................. II

1 绪论 .................................................................................................................. 1

1.1 选题背景 ................................................................................................ 1

1.2 选题意义 ................................................................................................ 1

1.3 选题目的 ................................................................................................ 1

1.4 研究内容及论文框架 ............................................................................ 2

1.4.1 研究内容 ............................................................................................................. 2

1.4.2 论文框架 ............................................................................................................. 2

2 客户关系管理（CRM）理论概述 ................................................................ 4

2.1 CRM的理论基础.................................................................................... 4

2.2 CRM的概念及内涵................................................................................ 4

2.2.1 CRM的概念 ........................................................................................................ 4

2.2.2 CRM的内涵 ........................................................................................................ 4

2.3 CRM的基本目标和基本内容 ............................................................... 6

2.4 国内外CRM的现状分析 ..................................................................... 7

2.4.1 国外客户关系管理研究现状 ............................................................................. 7

2.4.2 国内客户关系管理研究现状 ............................................................................. 8

3 海尔集团CRM现状分析与评价 .................................................................. 9

3.1 海尔集团简介 ........................................................................................ 9

3.2 海尔集团组织结构 .............................................................................. 10

3.3 海尔集团营销渠道的发展现状 .......................................................... 12

3.4 海尔集团CRM现状分析 ................................................................... 13

3.5 海尔集团CRM评价 ........................................................................... 14

3.5.1 海尔CRM实施策略 ........................................................................................ 14

3.5.2 海尔CRM系统的特点 .......... …… 此处隐藏：12965字，全部文档内容请下载后查看。喜欢就下载吧 ……