第三方物流企业客户关系管理研究
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摘要
第三方物流作为一种新型的物流形态,是随着社会化大生产的扩大和专业化分工的深化而产生的,其包含的物流业务外包思想以及一体化物流服务理念己经被越来越多的物流企业所接受,依照第三方物流模式开展物流管理和提供物流服务的企业正在不断增多,第三方物流已经成为现代物流的重要标志。
另外,一个以客户关系管理差异化优势为战略焦点的客户中心时代已经到来。随着客户角色的根本性转变,客户已经从原来的被动消费者变成市场的主宰,客户越来越推崇个性化产品和个性化消费模式,同时客户选择渠道空前增多,转移壁垒不断降低,客户的忠诚度日益下降。因此,企业只有坚持以“客户为中心”,真正重视客户的需求,不断进行产品创新和差异化经营才能吸引和挽留客户。
我国第三方物流企业客户关系管理依旧落后,第三方物流企业存在客户关系管理意识缺位、缺乏客户关系管理项目、没有规范的服务评价标准等问题。本文针对这些问题结合第三方物流企业自身特点进行研究,主要研究内容包括：
论文首先简述了研究的背景和意义,对第三方物流、客户关系管理相关研究动态进行了总结回顾,介绍了第三方物流的特征和利益来源,对第三方物流企业及我国第三方物流企业进行了分类,概括出客户关系管理的核心思想和客户关系管理系统的分类,总结分析了第三方物流客户关系管理的三大主要理论：客户关系生命周期理论、客户终身价值理论、客户满意度理论。
其次以客户关系管理三大理论为基础,结合我国第三方物流行业特性、客户特性、客户关系管理的作用、我国第三方物流企业竞争形势等,提出了第三方物流企业客户关系管理的必要性。在分析我国第三方物流企业客户关系管理的现状和困境后,结合客户关系管理的两大任务：识别和保持有价值客户,对我国第三方物流企业客户关系管理实施办法进行了分析,其核心内容包括：客户价值管理、客户物流服务管理、客户满意度管理。
概括第三方物流企业客户关系管理评价的现状,指出现有第三方物流企业客户关系管理评价的优点和不足。针对第三方物流企业客户关系管理实施办法的内容,分别建立了三个评价指标体系：客户价值评价指标体系、客户物流服务水平评价指标体系和客户满意度评价指标体系。分析了三个指标体系的指标选择及方法选择,并对第三方物流企业客户关系管理评价指标体系的权重进行了详细计算。这样的分类的客户关系管理评价弥补了当前评价的缺陷,此评价方法对未实施客户关系管理系统的企业,具有一定的现实指导意义。
最后结合江苏新宁现代物流股份有限公司,开展实地调研,收集公司相关数据,在其实施客户关系管理过程中,结合本文研究成果给出合理化的建议。
As a new form of logistics,the third-party logistics Growed up with the expansion of large-scale socialized production and the deepening of specialization arising,it's ideas that contained logistics outsourcing services andintegrated logistics has been more and more accepted by the logistics company,The logistics enterprises that carried out logistics management and provide logistics services in accordance with the third party logistics Mode. The third party logistics has become an important symbol of modern logistics.
The time that focus on the customer and treata differential advantage customer relationship management as a strategic has come.With the fundamental shift in the role of customers, customers have become Dominator on the market from the original passive consumers.customers are increasingly respected personalized products and individualized consumption patterns, while choice channels for customer increased Incredibly and lower barriers to transfer,the customer declining loyalty.Therefore, enterprises should Insist on the "customer centric",know the importance of the customer real needs.Enterprises attract and retain business customers through product innovation and differentiation.
The third-party logistics enterprises customer relationship management is still Insufficient in China.The third-party logistics enterprises lack the awareness of customer relationship management,the customer relationship management project and standard evaluation criteria of service.This paper research those issues Combing the characteristics of the third-party logistics companies,the main contents include:
At first,this paper outline the background and significance of the study,review the third-party logistics,customer relationship management research,introduce the characteristics and interests of the third-party logistics,classify the third-party logistics companies and China's,summarize the core ideas of customer relationship management and the classification of customer relationship management system, analyze three main theories of the,third-party logistics customer relationship management:the theory of customer relationship life cycle,the theory of Customer Lifetime Value,the theory ofcustomer satisfaction.
On the basis of three theory of customer relationship management,this paper propose necessity of the third party logistics enterprise customer relationship management combined with our third-party logistics industry characteristics,customer characteristics, customer relationship management role,the competitive situation in China third party logistics.After analyzing the status and predicament of our country's third party logistics enterprise customer relationship management and combing with the two major tasks of customer relationship management:identifying and maintaining valuable customer,this paper design the strategy of our country's third party logistics enterprise customer relationship management.Its core content include:customer value management, customer logistics service management, customer satisfaction management.
After Generaling the status of the third-party logistics customer relationship management,this paper pointed out the strengths and weaknesses of the the third-party logistics customer relationship management.This paper established three evaluation index system combined with the strategy of the third-party logistics customer relationship management.It contained evaluation system of customer value,evaluation system of customer logistics service and evaluation system of customer satisfaction. And then this paper analyze the option of the index of the three index system and the option of evaluation method, calculate the weight of evaluation system.This evaluation method have some practical significance for the enterprise that not implementedcustomer relationship management system.
Finally, I carryed out field research and collected relevant statistical data from Jiang Su Xinning Logistics Co., Ltd. In the process of implementing customer relationship management,this paper give rational proposals to the company combined with the paper results.
另外,一个以客户关系管理差异化优势为战略焦点的客户中心时代已经到来。随着客户角色的根本性转变,客户已经从原来的被动消费者变成市场的主宰,客户越来越推崇个性化产品和个性化消费模式,同时客户选择渠道空前增多,转移壁垒不断降低,客户的忠诚度日益下降。因此,企业只有坚持以“客户为中心”,真正重视客户的需求,不断进行产品创新和差异化经营才能吸引和挽留客户。
我国第三方物流企业客户关系管理依旧落后,第三方物流企业存在客户关系管理意识缺位、缺乏客户关系管理项目、没有规范的服务评价标准等问题。本文针对这些问题结合第三方物流企业自身特点进行研究,主要研究内容包括：
论文首先简述了研究的背景和意义,对第三方物流、客户关系管理相关研究动态进行了总结回顾,介绍了第三方物流的特征和利益来源,对第三方物流企业及我国第三方物流企业进行了分类,概括出客户关系管理的核心思想和客户关系管理系统的分类,总结分析了第三方物流客户关系管理的三大主要理论：客户关系生命周期理论、客户终身价值理论、客户满意度理论。
其次以客户关系管理三大理论为基础,结合我国第三方物流行业特性、客户特性、客户关系管理的作用、我国第三方物流企业竞争形势等,提出了第三方物流企业客户关系管理的必要性。在分析我国第三方物流企业客户关系管理的现状和困境后,结合客户关系管理的两大任务：识别和保持有价值客户,对我国第三方物流企业客户关系管理实施办法进行了分析,其核心内容包括：客户价值管理、客户物流服务管理、客户满意度管理。
概括第三方物流企业客户关系管理评价的现状,指出现有第三方物流企业客户关系管理评价的优点和不足。针对第三方物流企业客户关系管理实施办法的内容,分别建立了三个评价指标体系：客户价值评价指标体系、客户物流服务水平评价指标体系和客户满意度评价指标体系。分析了三个指标体系的指标选择及方法选择,并对第三方物流企业客户关系管理评价指标体系的权重进行了详细计算。这样的分类的客户关系管理评价弥补了当前评价的缺陷,此评价方法对未实施客户关系管理系统的企业,具有一定的现实指导意义。
最后结合江苏新宁现代物流股份有限公司,开展实地调研,收集公司相关数据,在其实施客户关系管理过程中,结合本文研究成果给出合理化的建议。
As a new form of logistics,the third-party logistics Growed up with the expansion of large-scale socialized production and the deepening of specialization arising,it's ideas that contained logistics outsourcing services andintegrated logistics has been more and more accepted by the logistics company,The logistics enterprises that carried out logistics management and provide logistics services in accordance with the third party logistics Mode. The third party logistics has become an important symbol of modern logistics.
The time that focus on the customer and treata differential advantage customer relationship management as a strategic has come.With the fundamental shift in the role of customers, customers have become Dominator on the market from the original passive consumers.customers are increasingly respected personalized products and individualized consumption patterns, while choice channels for customer increased Incredibly and lower barriers to transfer,the customer declining loyalty.Therefore, enterprises should Insist on the "customer centric",know the importance of the customer real needs.Enterprises attract and retain business customers through product innovation and differentiation.
The third-party logistics enterprises customer relationship management is still Insufficient in China.The third-party logistics enterprises lack the awareness of customer relationship management,the customer relationship management project and standard evaluation criteria of service.This paper research those issues Combing the characteristics of the third-party logistics companies,the main contents include:
At first,this paper outline the background and significance of the study,review the third-party logistics,customer relationship management research,introduce the characteristics and interests of the third-party logistics,classify the third-party logistics companies and China's,summarize the core ideas of customer relationship management and the classification of customer relationship management system, analyze three main theories of the,third-party logistics customer relationship management:the theory of customer relationship life cycle,the theory of Customer Lifetime Value,the theory ofcustomer satisfaction.
On the basis of three theory of customer relationship management,this paper propose necessity of the third party logistics enterprise customer relationship management combined with our third-party logistics industry characteristics,customer characteristics, customer relationship management role,the competitive situation in China third party logistics.After analyzing the status and predicament of our country's third party logistics enterprise customer relationship management and combing with the two major tasks of customer relationship management:identifying and maintaining valuable customer,this paper design the strategy of our country's third party logistics enterprise customer relationship management.Its core content include:customer value management, customer logistics service management, customer satisfaction management.
After Generaling the status of the third-party logistics customer relationship management,this paper pointed out the strengths and weaknesses of the the third-party logistics customer relationship management.This paper established three evaluation index system combined with the strategy of the third-party logistics customer relationship management.It contained evaluation system of customer value,evaluation system of customer logistics service and evaluation system of customer satisfaction. And then this paper analyze the option of the index of the three index system and the option of evaluation method, calculate the weight of evaluation system.This evaluation method have some practical significance for the enterprise that not implementedcustomer relationship management system.
Finally, I carryed out field research and collected relevant statistical data from Jiang Su Xinning Logistics Co., Ltd. In the process of implementing customer relationship management,this paper give rational proposals to the company combined with the paper results.
引文
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[2]陈明亮.客户关系管理的基本观点[J].信息化专题论坛,2005,2：32-34.
[3]中国仓储协会.第五次中国物流市场供需状况调查报告[R].物流技术与应用,2004：37-45.
[4]丁望.国外客户关系管理理论研究综述[J].经济纵横,2005,8：77-79.
[5]Chris.Todman.Designing a Data Warehouse:Supporting Customer Relationship Management[M] Prentice Hall PTR.,2000.
[6]Alex.Berson, Stephen. Smith, Kurt.Thearling.Building Data Mining Applications for CRM[M]. McGraw-HillCompa-nies,1999.
[7]Ronald S.Swifi.Accelerating Customer Relationships:Us-ing CRM and Relationship Technologies[M].PrenticeHallPTR,2000.
[8]William G.Zikmund,Raymond McLeod,FayeW.Gilbert.Customer Relationship Management: Integrating Mar-keting Strategy and Information Technology[M].Wiley,2002.
[9]A.W.H.GrantandL.A.Sehlesinger.Realize Your Customers Full Profit Potential[J].Harvard Business Review,1995,73(5).
[10]Reinartz,Werner J.and V.Kumar.The Impact of Customer Relationship Characteristics on Profitable Lifetime Duration[J] Journal of Marketing,2003,67(1):77-99.
[11]陈明亮.客户关系管理系统与软件[M].浙江大学出版社,2004.
[12]齐佳音,韩新民.李怀祖.客户关系管理的管理学探讨[J].管理工程学报,2002,16(3)：31-34.
[13]杨永恒,王永贵,钟旭东.客户关系管理的内涵,驱动因素及成长维度[J]..管理论,2002,(2).
[14]龚杰.客户关系管理[M].经济管理出版社,2001.
[15]杨林,黄立平.面向客户关系管理(CRM)的综合决策系统框架探讨[J].物流技术.2001,(2).
[16]王健康,寇纪淞.客户关系管理价值链研究[J].管理工程学报,2002,16(4)：51-54.
[17]包玉梅.第三方物流企业中的客户关系管理[J].甘肃科技,2006,04.
[18]庄斌.第三方物流企业的客户关系管理体系研究.广西大学硕士学位论文,2008,6.
[19]邹建平.第三方物流服务中导入客户关系管理研究.上海海运学院硕士学位论文,2003,06.
[20]张海英.第三方物流企业客户关系管理研究.苏州大学硕士学位论文,2008,3.
[21]刘峰.物流配送路径优化算法的研究与运用.吉林大学硕士学位论文,2007,08.
[22]王瑾.第三方物流企业的客户关系管理绩效评价.东华大学硕士学位论文,2008,1.
[23]Gardner,R.William,Johnson,C.Lee.Third-party Logistics.The Logistics Handbook,James F.Roberson,William C.Copacino,The Logistics Handbook,New York:The Free Press,1995.
[24]Magnus Berglund,Peter van Laarhoven,Graham Sharman and Sten Wandel.Third-Party Logistics:Is Therea Future[J].The International Journal of Logistics Management,1999,10.
[25]Lieb,Robert.Cand H.L.Randall. A Comparison of the Use of Third-party Logistics Services ByLarge American Manufacturers,1991,1994,1995 [J].Journal of Business Logistics,1996,17.
[26]Stank,T.P.and A.B.Maltz.Some Propositions on Third-Party Choice:Domestic vs.International Logistics Providers[J] Journal of Marketing Theory and Practice,1996,4.
[27]王之泰.现代物流学[M].北京：中国物资出版社，1995.
[28]菊池康也.物流管理[M].北京：清华大学出版社,2000.
[29]吴润涛,王之泰译.物流手册[M].北京：中国统计出版社,1986.
[30]陆雅萍,朱国俊.第三方物流北京[M].北京：清华大学出版社,2008.
[3 1]《物流企业分类与评价指标》国家标准GB／T19680.2005.中国储运,2005,3：56.
[32]陈明亮.客户关系管理的基本观点[J].信息化专题论坛.2005,2：32-34.
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