金业公司外贸CRM问题与对策
摘要
随着市场竞争的日益激烈,传统企业静态运营系统越来越难以胜任对动态客户的管理,更新经营管理模式已经势在必行,服务意思的空前改观和质量概念的全新扩展,使客户对产品和服务都予以了同样的重视。
客户关系管理(CRM)作为一种旨在改善企业与客户之间关系的新型管理机制,得到了全球商业界的普遍认同和运用。虽然目前各行各业对CRM的理解各不相同,但是都一致认为电子商务时代的到来,以及信息技术的长足发展和广泛应用促进了客户关系管理系统的实现。可以说CRM系统是新型管理思想和电子商务技术的完美融合。
本文首先介绍了CRM的概念、产生背景以及应用现状。利用SWOT分析方法,通过分析金业公司的内部及外部的实际情况,表明CRM实践对于中小企业的重要性、可行性。本文综合埃森哲模型和Buttle模型,从CRM主干能力和CRM支持能力等多个角度就金业公司在经营过程中的CRM现状做了较全面分析,得出金业公司目前客户洞察能力和客户互动能力薄弱的结论。本文最后针对分析结论,提出一些改进建议,以试图帮助金业公司提高对客户关系管理的认识,加强客户关系管理水平,帮助金业公司找出一条适合的发展方式。
With the market competition becoming increasingly fierce, more and more traditional enterprises operating system could not adapt to the dynamic customer management, updating management model has inevitable, service and quality of the meaning of the concept of an unprecedented improvement in the new expansion, so that customers Products and services are to be the same attention.
Customer Relationship Management (CRM) as a the new management mechanism to improve the relationship between enterprise and client has been generally recognized and applied by the global business community. Although the understanding of the various sectors of the CRM is not the same, they all agreed that the era of e-commerce, and information technology, rapid development and wide application expedite the implement of Customer Relationship Management System. It can be said that CRM system is a new management ideas and the perfect integration of e-commerce technology.
This paper introduces the concept of CRM, background and current application. Using SWOT analysis method to analyze the internal and external reality of Goldyip, to demonstrate the importance and the feasibility of CRM practice in SMEs. The paper integrated Accenture and Buttle, comprehensive analysising from the the trunk capacity of CRM and supporting capabilities of CRM and other aspects of Goldyip in the CRM business process to come to the conclusion that Goldyip's current customer programming ability insight and customer Interactive is weakness. Finally, the paper conclusions for the analysis, put forward some suggestions for improvement, in an attempt to help Goldyip to improve the understanding of CRM, to enhance the level of CRM to help companies find a suitable method of development. Finally, the paper in connection with conclusions of the analysis make some suggestions for CRM improvement, to help Goldyip to improve the understanding of CRM, to enhance the level of CRM, helping Goldyip to find a suitable method of development.
客户关系管理(CRM)作为一种旨在改善企业与客户之间关系的新型管理机制,得到了全球商业界的普遍认同和运用。虽然目前各行各业对CRM的理解各不相同,但是都一致认为电子商务时代的到来,以及信息技术的长足发展和广泛应用促进了客户关系管理系统的实现。可以说CRM系统是新型管理思想和电子商务技术的完美融合。
本文首先介绍了CRM的概念、产生背景以及应用现状。利用SWOT分析方法,通过分析金业公司的内部及外部的实际情况,表明CRM实践对于中小企业的重要性、可行性。本文综合埃森哲模型和Buttle模型,从CRM主干能力和CRM支持能力等多个角度就金业公司在经营过程中的CRM现状做了较全面分析,得出金业公司目前客户洞察能力和客户互动能力薄弱的结论。本文最后针对分析结论,提出一些改进建议,以试图帮助金业公司提高对客户关系管理的认识,加强客户关系管理水平,帮助金业公司找出一条适合的发展方式。
With the market competition becoming increasingly fierce, more and more traditional enterprises operating system could not adapt to the dynamic customer management, updating management model has inevitable, service and quality of the meaning of the concept of an unprecedented improvement in the new expansion, so that customers Products and services are to be the same attention.
Customer Relationship Management (CRM) as a the new management mechanism to improve the relationship between enterprise and client has been generally recognized and applied by the global business community. Although the understanding of the various sectors of the CRM is not the same, they all agreed that the era of e-commerce, and information technology, rapid development and wide application expedite the implement of Customer Relationship Management System. It can be said that CRM system is a new management ideas and the perfect integration of e-commerce technology.
This paper introduces the concept of CRM, background and current application. Using SWOT analysis method to analyze the internal and external reality of Goldyip, to demonstrate the importance and the feasibility of CRM practice in SMEs. The paper integrated Accenture and Buttle, comprehensive analysising from the the trunk capacity of CRM and supporting capabilities of CRM and other aspects of Goldyip in the CRM business process to come to the conclusion that Goldyip's current customer programming ability insight and customer Interactive is weakness. Finally, the paper conclusions for the analysis, put forward some suggestions for improvement, in an attempt to help Goldyip to improve the understanding of CRM, to enhance the level of CRM to help companies find a suitable method of development. Finally, the paper in connection with conclusions of the analysis make some suggestions for CRM improvement, to help Goldyip to improve the understanding of CRM, to enhance the level of CRM, helping Goldyip to find a suitable method of development.
引文
1 迈克尔·波特(MihcaelPorter)1985年《竞争优势》一书
2 张俊荣.顾客关系管理参考模式之研究.台北科技大学硕士学位论文
3 刘明伟.第三方物流企业CRM能力评价体系研究.大连理工大学硕士学位论文
4 Braganza,A,Myers A.Issues and dilenunas faeing organizations in the effeetive implementation of BPR. Business Change and Re—engineering.1996,3(2):29—40.
5 张俊荣.顾客关系管理参考模式之研究.台北科技大学硕士学位论文
6 菲利蒲.科特勒著.市场营销原理.北京.清华大学出版社.1999：21—23
7 徐章一顾客服务——供应链一体化的营销管理.北京.中国物资出版社.2002
8 张俊荣.顾客关系管理参考模式之研究.台北科技大学硕士学位论文
9 唐鸿.略论企业作业流程与组织结构的再造.四川大学学报.1998,3：9—16
10 理查德.达夫特著.李维安等译.组织理论与设计精要.北京.机械工业出版社.1999
[1]单忠东.关于民营经济问题的思考[M].经济科学出版社,2008,1.
[2]马凤琴,宋沛等.中国对外贸易概论[M].对外经济贸易大学出版社,1995,1
[3]廖庆薪,廖力平.新编中国对外贸易概论[M].中山大学出版,1995,12.
[4]陈昊.论中国民营企业对外直接投资的区位选择[J].红旗文稿,2007,09.15～17.
[5]邹洪芬.民营企业实现对外贸易增长的途径[J].当代经济,2006,05.48～50.
[6]王文珠.民营企业在对外贸易中的问题及对策研究[J].环渤海经济望,2006／12.48～51.
[7]郑振有.民营企业对外贸易发展的基本对策[J].大经贸,2005,06.79～81.
[8]王绍熙.中国对外经济贸易理论和政策[J].中国对外经济贸易出版社,1994,4.
[9]赵永清.近年来我国外贸体制改革的新进展[J].国际贸易问题,1997,第10期.
[10]孙广相.当前我国对外经贸形势和任务[J].国际贸易问题,1996,第2期.
[11]奚君羊,刘卫江.外商直接投资的贸易效应实证分析[J].上海财经大学学报,2001,12.
[12]杨迤.外商直接投资对中国进出口影响的相关分析[J].世界经济,2000.2.
[13]尚琳琳.出口商品结构调整的实证分析[J].国际贸易问题,2004,8.
[14]王亚飞.贸易摩擦研究文献综述——兼论中美贸易磨擦[C].世界经济与政治论坛2008,10.
[15].张洪吉.再造顾客价值空间[C].中国经济出版社,2007,12.
[16]王广宇.客户关系管理[M].经济管理出版社出版,2001,6.
[17]王广宇.客户关系管理方法论[M].清华大学出版,2004,9.
[18]陈静宇.客户价值与客户关系价值[J].中国流通经济,2002,3.
[19](美)菲力普·科特勒营销管理[M].上海人民出版社,2005,7.
[20](美)平狄克,鲁宾费尔德微观经济学[M].中国人民大学出版社,2007,12.
[21][美)斯蒂格里茨.经济学[M]. 北京：中国人民出版社,1997.
[22](美)史威福.客户关系管理：加速利润和优势提升[M].中国经济出版社出版,2002.
[23](美)格林伯格.实时的客户关系管理[M].机械工业出版社出版,2002,1.
[24](美)赫斯克特,萨塞等.服务利润链[M].华夏出版社出版,2002,1.
[25](英)肯·伯内特.核心客户关系[M].电子工业出版社,2003,2.
[26](美)芭芭拉·邦德.顾客导向把握企业生存与发展的根本动力[M].中国财政经济出版社.2008,1.
[27](美)菲力普·科特勒,何麻温·卡塔加雅.反思：可持续营销——亚洲公司成功的战略、战术和执行力[M].中国市场出版,2008,5.
[28](英)鲍勃.哈特利Hartley,[美]迈克尔·W·斯塔基Starkey M.W.销售管理与客户关系[M].机械工业出版社出版,2002.
[29]S. Dibb, L. Simkin. Market segmentation:diagnosing and treating the barriers [J], Industrial Marketing Management,30 (8) (2001) 609-625.
[30]James G Barnes. Build Your Customer Strategy:A Guide to Creating Profitable Customer Relationships [M]. Sep 22,2006.
[31]R.S. Winer. A framework for customer relationship management [J], California Management Review,43 (4) (2001) 89-105.
[32]J. Wind, A. Rangaswamy. Customerization:the next revolution in mass customization [J]. Journal of Interactive Marketing,15(1) (2001)13-32.
[33]S. Dibb, Customer relationship management and barriers to the segment of one [J]. Journal of Financial Services Marketing,6(1) (2001)10-23.
[34]D.L. Goodhue, H.W. Barbara, H.J. Watson, Realizing business benefits through CRM: hitting the right target in the right way [J]. MIS Quarterly Executive,1 (2) (2002) 79-94.
[35]J.Dyche, The CRM Handbook [J]. Addison-Wesley, Boston,2001.
2 张俊荣.顾客关系管理参考模式之研究.台北科技大学硕士学位论文
3 刘明伟.第三方物流企业CRM能力评价体系研究.大连理工大学硕士学位论文
4 Braganza,A,Myers A.Issues and dilenunas faeing organizations in the effeetive implementation of BPR. Business Change and Re—engineering.1996,3(2):29—40.
5 张俊荣.顾客关系管理参考模式之研究.台北科技大学硕士学位论文
6 菲利蒲.科特勒著.市场营销原理.北京.清华大学出版社.1999：21—23
7 徐章一顾客服务——供应链一体化的营销管理.北京.中国物资出版社.2002
8 张俊荣.顾客关系管理参考模式之研究.台北科技大学硕士学位论文
9 唐鸿.略论企业作业流程与组织结构的再造.四川大学学报.1998,3：9—16
10 理查德.达夫特著.李维安等译.组织理论与设计精要.北京.机械工业出版社.1999
[1]单忠东.关于民营经济问题的思考[M].经济科学出版社,2008,1.
[2]马凤琴,宋沛等.中国对外贸易概论[M].对外经济贸易大学出版社,1995,1
[3]廖庆薪,廖力平.新编中国对外贸易概论[M].中山大学出版,1995,12.
[4]陈昊.论中国民营企业对外直接投资的区位选择[J].红旗文稿,2007,09.15～17.
[5]邹洪芬.民营企业实现对外贸易增长的途径[J].当代经济,2006,05.48～50.
[6]王文珠.民营企业在对外贸易中的问题及对策研究[J].环渤海经济望,2006／12.48～51.
[7]郑振有.民营企业对外贸易发展的基本对策[J].大经贸,2005,06.79～81.
[8]王绍熙.中国对外经济贸易理论和政策[J].中国对外经济贸易出版社,1994,4.
[9]赵永清.近年来我国外贸体制改革的新进展[J].国际贸易问题,1997,第10期.
[10]孙广相.当前我国对外经贸形势和任务[J].国际贸易问题,1996,第2期.
[11]奚君羊,刘卫江.外商直接投资的贸易效应实证分析[J].上海财经大学学报,2001,12.
[12]杨迤.外商直接投资对中国进出口影响的相关分析[J].世界经济,2000.2.
[13]尚琳琳.出口商品结构调整的实证分析[J].国际贸易问题,2004,8.
[14]王亚飞.贸易摩擦研究文献综述——兼论中美贸易磨擦[C].世界经济与政治论坛2008,10.
[15].张洪吉.再造顾客价值空间[C].中国经济出版社,2007,12.
[16]王广宇.客户关系管理[M].经济管理出版社出版,2001,6.
[17]王广宇.客户关系管理方法论[M].清华大学出版,2004,9.
[18]陈静宇.客户价值与客户关系价值[J].中国流通经济,2002,3.
[19](美)菲力普·科特勒营销管理[M].上海人民出版社,2005,7.
[20](美)平狄克,鲁宾费尔德微观经济学[M].中国人民大学出版社,2007,12.
[21][美)斯蒂格里茨.经济学[M]. 北京：中国人民出版社,1997.
[22](美)史威福.客户关系管理：加速利润和优势提升[M].中国经济出版社出版,2002.
[23](美)格林伯格.实时的客户关系管理[M].机械工业出版社出版,2002,1.
[24](美)赫斯克特,萨塞等.服务利润链[M].华夏出版社出版,2002,1.
[25](英)肯·伯内特.核心客户关系[M].电子工业出版社,2003,2.
[26](美)芭芭拉·邦德.顾客导向把握企业生存与发展的根本动力[M].中国财政经济出版社.2008,1.
[27](美)菲力普·科特勒,何麻温·卡塔加雅.反思：可持续营销——亚洲公司成功的战略、战术和执行力[M].中国市场出版,2008,5.
[28](英)鲍勃.哈特利Hartley,[美]迈克尔·W·斯塔基Starkey M.W.销售管理与客户关系[M].机械工业出版社出版,2002.
[29]S. Dibb, L. Simkin. Market segmentation:diagnosing and treating the barriers [J], Industrial Marketing Management,30 (8) (2001) 609-625.
[30]James G Barnes. Build Your Customer Strategy:A Guide to Creating Profitable Customer Relationships [M]. Sep 22,2006.
[31]R.S. Winer. A framework for customer relationship management [J], California Management Review,43 (4) (2001) 89-105.
[32]J. Wind, A. Rangaswamy. Customerization:the next revolution in mass customization [J]. Journal of Interactive Marketing,15(1) (2001)13-32.
[33]S. Dibb, Customer relationship management and barriers to the segment of one [J]. Journal of Financial Services Marketing,6(1) (2001)10-23.
[34]D.L. Goodhue, H.W. Barbara, H.J. Watson, Realizing business benefits through CRM: hitting the right target in the right way [J]. MIS Quarterly Executive,1 (2) (2002) 79-94.
[35]J.Dyche, The CRM Handbook [J]. Addison-Wesley, Boston,2001.