广铁集团货运客户关系管理对策探讨
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摘要
客户关系管理的核心是客户价值,企业应将客户视为重要的资产及企业竞争优势的来源。随着铁路货运组织改革的深入,研究铁路货运客户关系管理,确立以市场为导向、以客户为中心、适应买方市场的经营思维对实施新时期货运营销战略具有重要的现实意义。以中国铁路广州局集团有限公司客户关系管理实践为例,通过分析其货物运输结构特点、管理现状及不足,提出完善客户关系管理信息系统、建立品类项目组管理、树立客户关系管理理念、建立横向物流联盟的对策,为提高客户忠诚度和企业资源效率,最终提高企业竞争力提供借鉴。
Enterprises should regard their clients as an important kind of asset and the source of their competitiveness, and the key of the customer relation management is customer value. In the context of the deepened reform in railway freight transport organization, it is of great importance to establish the market-oriented, customer-centered and buyer's market-adapted business concepts with profound studies of customer relation management during implementing freight marketing strategies in the new era. Based on our analysis on China Railway Guangzhou Group's customer relation management practices focusing on the structural characteristics, management and disadvantages of its freight business, this paper puts forward the following strategies to improve the customer loyalty, resource efficiency and competitiveness, including improving the customer relation management information system, implementing category portfolio management and establishing a horizontal logistics alliance.
Enterprises should regard their clients as an important kind of asset and the source of their competitiveness, and the key of the customer relation management is customer value. In the context of the deepened reform in railway freight transport organization, it is of great importance to establish the market-oriented, customer-centered and buyer's market-adapted business concepts with profound studies of customer relation management during implementing freight marketing strategies in the new era. Based on our analysis on China Railway Guangzhou Group's customer relation management practices focusing on the structural characteristics, management and disadvantages of its freight business, this paper puts forward the following strategies to improve the customer loyalty, resource efficiency and competitiveness, including improving the customer relation management information system, implementing category portfolio management and establishing a horizontal logistics alliance.
引文
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[3]陈雁冰.上海铁路局货运客户关系管理对策探讨[J].铁道货运,2017,35(11):15-20.CHEN Yan-bing.A Study on Measures Taken by Shanghai Railway Administration to Improve Customer Relationship Management[J].Railway Freight Transport,2017,35(11):15-20.
[4]中国铁路总公司.铁路货运客户关系管理办法(试行):货营函[2018]23号[A].北京:中国铁路总公司,2018.
[5]中国铁路广州局集团有限公司.广州局集团公司2018—2020年货运增量行动方案:广铁货发[2018]215号[A].广州:中国铁路广州局集团有限公司,2018.
[6]张焱.95306电子商务平台价值分析及发展对策探讨[J].铁道运输与经济,2016,38(2):22-24.ZHANG Yan.Value Analysis on 95306 E-business Platform and Its Development Countermeasures[J].Railway Transport and Economy,2016,38(2):22-24.
[7]王鹏.电子商务背景下铁路货运客户关系管理探讨[J].铁道货运,2017,35(10):35-39.WANG Peng.Tentative Study on Railway Freight CRM under the Background of E-commerce[J].Railway Freight Transport,2017,35(10):35-39.
[8]郭玉华.中国铁路货运营销[M].北京:中国铁道出版社,2012.
[2]SHAW R.CRM Definitions-Defining Customer Relationship Marketing and Management[M].Wiesbaden:Vieweg+Teubner Verlag,1999.
[3]陈雁冰.上海铁路局货运客户关系管理对策探讨[J].铁道货运,2017,35(11):15-20.CHEN Yan-bing.A Study on Measures Taken by Shanghai Railway Administration to Improve Customer Relationship Management[J].Railway Freight Transport,2017,35(11):15-20.
[4]中国铁路总公司.铁路货运客户关系管理办法(试行):货营函[2018]23号[A].北京:中国铁路总公司,2018.
[5]中国铁路广州局集团有限公司.广州局集团公司2018—2020年货运增量行动方案:广铁货发[2018]215号[A].广州:中国铁路广州局集团有限公司,2018.
[6]张焱.95306电子商务平台价值分析及发展对策探讨[J].铁道运输与经济,2016,38(2):22-24.ZHANG Yan.Value Analysis on 95306 E-business Platform and Its Development Countermeasures[J].Railway Transport and Economy,2016,38(2):22-24.
[7]王鹏.电子商务背景下铁路货运客户关系管理探讨[J].铁道货运,2017,35(10):35-39.WANG Peng.Tentative Study on Railway Freight CRM under the Background of E-commerce[J].Railway Freight Transport,2017,35(10):35-39.
[8]郭玉华.中国铁路货运营销[M].北京:中国铁道出版社,2012.