CMA公司客户关系管理研究.pdf

摘要 随着经济的全球化和市场的日益成熟，加之以互联网为代表的信息技术的高 速发展，企业的经营管理模式也正在发生着巨大的变化，客户关系管理（Customer Relationship Management ，CRM ）作为一种以客户为中心的新的管理模式，改善 了企业和客户的关系，为企业的销售、营销和服务等自动化和科学化程度的提高， 以及客户价值、满意度、忠诚度的提升，减少客户流失，提供了有力的支持。 国际船运业作为一个服务行业，一个有效的客户关系管理系统的建立显得尤 为重要，本文通过以客户关系管理以及相关的理论为支撑，以 CMA 公司为实证 研究的对象，针对 CMA 公司客户关系管理的现状和要求，并结合企业的行业特 征，在进行客户分析的基础上建立起相应的客户关系管理模型，最后讨论了客户 关系管理系统的实施。通过本文的研究，希望能对国际航运企业实施客户关系管 理提供借鉴意义。 关键词：客户关系管理；客户价值；客户满意度；客户忠诚度。 ABSTRACT With the increasing globalization of economy and the maturity of the market, together with the high-speed development of the IT technology represented by the Internet, the management modes of the enterprises are in great change. Customer Relationship Management (CRM), as a new management mode which is customer-oriented, improves the relationship between the enterprises and customers, and gives great support on the enhancement of automatization and scientificalness in sales, marketing, and service. In addition, it increases the customer value, customer satisfaction and customer loyalty as well as reduces the churn rate. As a service industry, it is very important to establish a CRM system in an international shipping company. The thesis applys the CRM theory and other relevant theory as base, and the CMA Co. as research example, sets up the CRM model according to the company’s present status and requirements, which is based on the analysis of the customers and combines with the industry characteristics. Finally, it discusses the implement of the CRM system in CMA Co.. It is expected that the research to the CRM in CMA will provide reference for the CRM implement in other international shipping co