xx紡織公司客戶關(guān)系管理研究

13000字

摘要 進(jìn)行有效的客戶關(guān)系管理是企業(yè)發(fā)展的必然選擇，為了有針對(duì)性對(duì)江蘇新想紡織新材料有限公司的客戶關(guān)系管理進(jìn)行整改，促進(jìn)良好客戶關(guān)系的建立與維護(hù)，因而對(duì)江蘇新想的客戶關(guān)系管理進(jìn)行研究，希望通過研究找出問題，解決問題，促進(jìn)良好客戶關(guān)系的建立與維護(hù)。
本文對(duì)xx紡織新材料有限公司的客戶關(guān)系管理進(jìn)行研究。首先研究相關(guān)的理論，包括一對(duì)一營(yíng)銷理論、數(shù)據(jù)庫(kù)營(yíng)銷理論、客戶價(jià)值理論以及客戶滿意度與客戶忠誠(chéng)度理論；其次了解公司行業(yè)背景與客戶關(guān)系管理現(xiàn)狀；然后對(duì)企業(yè)的客戶進(jìn)行研究，通過問卷調(diào)查的方式，后期通過數(shù)據(jù)分析，了解客戶價(jià)值，客戶滿意度與客戶忠誠(chéng)度；最后綜合分析以上的研究，總結(jié)出江蘇新想紡織新材料有限公司客戶關(guān)系管理存在客戶信息缺失，客戶滿意度水平不高等問題。為了讓企業(yè)健康發(fā)展，提出包括數(shù)據(jù)庫(kù)更新維護(hù)，提高客戶滿意度水平等可行性建議。

關(guān)鍵字 客戶關(guān)系管理 滿意度 忠誠(chéng)度 客戶價(jià)值


Abstract Effective customer relationship management is the inevitable choice for enterprise development, In order to corrective actions and promote the establishment and maintenance of good customer relations of Jiangsu New Textile Materials Co., Ltd, Therefore I research customer relationship management of Jiangsu New Textile Materials Co., Ltd, I hope through the research to identify problems and solve problems, promote the establishment and maintenance of good customer relations.
In this paper, a new thought, Jiangsu Textile New Materials Co., customer relationship management research. First studies related theories, including one to one marketing theory, database marketing theory, theory of customer value and customer satisfaction and customer loyalty theory; secondly about the company and the industry status quo background customer relationship management; then studied corporate customers through questionnaires, the latter through data analysis, to understand customer value, customer satisfaction and customer loyalty; Finally, a comprehensive analysis of the above study, summed want Jiangsu new Textile Materials Co., Ltd. customer Relationship Management existence of customer information is missing, customer satisfaction levels not high. In order for the healthy development of enterprises, including database updates made ​​to maintain and improve the level of customer satisfaction feasibility proposal.
Key words customer relationship management customer satisfaction customer loyalty customer value


目錄
第1章 引言 1
1.1 選題背景 1
1.2 研究意義 2
1.3 研究思路及框架 2
第2章 客戶關(guān)系管理的相關(guān)理論 3
2.1 一對(duì)一營(yíng)銷理論 3
2.2 數(shù)據(jù)庫(kù)營(yíng)銷理論 3
2.3 客戶價(jià)值理論 4
2.4 客戶滿意度與客戶忠誠(chéng)度理論 5
第3章 江蘇新想紡織新材料有限公司概況及行業(yè)背景 6
3.1 江蘇新想紡織新材料有限公司發(fā)展歷程 6
3.2 漿料行業(yè)背景 6
3.3 江蘇新想紡織新材料有限公司客戶關(guān)系管理現(xiàn)狀 8
第4章 對(duì)江蘇新想紡織新材料有限公司的客戶的調(diào)查分析 9
4.1 調(diào)查對(duì)象與調(diào)查目的 9
4.2 調(diào)查方法與調(diào)查過程 9
4.3 數(shù)據(jù)的處理與分析 10
第5章 江蘇新想紡織新材料客戶關(guān)系管理的問題與建議 20
5.1 江蘇新想客戶關(guān)系管理中存在的問題 20
5.2 江蘇新想客戶關(guān)系管理改進(jìn)的建議 22
第6章 結(jié)束語(yǔ) 24
致謝 24
參考文獻(xiàn) 25
附錄 27