客戶關(guān)系管理在C2B商業(yè)模式上的實(shí)施研究——以小米公司為例

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摘要 隨著電子商務(wù)的逐漸發(fā)展，深入地研究客戶關(guān)系管理在C2B商業(yè)模式上實(shí)施具有重要的應(yīng)用價(jià)值和理論意義。信息技術(shù)的快速發(fā)展使得微博、論壇、社區(qū)、社交網(wǎng)站等社會(huì)化媒體在人們?nèi)粘Ｉ钪姓紦?jù)著越來越重要的作用。手機(jī)，特別是智能手機(jī)也已經(jīng)成為人們不可缺少的重要工具。但在手機(jī)品種多樣化，消費(fèi)者對手機(jī)的完美近乎挑剔的時(shí)代。要想占有一席之地，則必須有新型的客戶關(guān)系管理體系。
本文主要通過六個(gè)部分對小米手機(jī)的客戶關(guān)系管理在C2B商業(yè)模式上的研究。首先是緒論。從研究的背景、研究的意義、研究的主要內(nèi)容、研究的思路與方法等對本文的研究進(jìn)行概述。接著是CRM與C2B模式相關(guān)理論研究。從客戶關(guān)系管理與C2B商業(yè)模式的含義、衍變、作用、特征等方面進(jìn)行研究,為全文的研究做好理論支持。然后是小米公司客戶關(guān)系管理分析。從小米公司市場營銷、銷售、客戶服務(wù)中客戶關(guān)系管理分析。再是小米手機(jī)營銷方式。從小米手機(jī)饑餓營銷、微博營銷、網(wǎng)絡(luò)口碑營銷三個(gè)方面進(jìn)行論述，再提出小米手機(jī)發(fā)展建議。主要是從完善小米售后服務(wù)、運(yùn)營商的合作、融資對策三個(gè)方面給小米公司提出建議。緊接著是小米手機(jī)的客戶關(guān)系管理SWOT分析。論述了小米的優(yōu)勢、劣勢、機(jī)會(huì)、威脅。最后宏觀的得出小米手機(jī)成功的因素。提出中國智能手機(jī)行業(yè)或者其他新興企業(yè)可以借鑒的經(jīng)驗(yàn)和方法。
關(guān)鍵詞：小米手機(jī) 營銷模式 客戶關(guān)系管理 C2B商業(yè)模式

Research on the Implementation of Customer Relationship Management in C2B Business Model.
-- to the Mode of Operation of Beijing Millet Company as an Example
Abstract In the 21st century, the Internet technology to produce both provides a low cost, quick, two-way communication means, make the transaction cost and flexible production costs have fallen sharply, create conditions for the development of C2B.With the gradually development of electronic commerce, in-depth study of customer relationship management implementation on C2B business model has important application value and theoretical significance.The rapid development of information technology makes the weibo, BBS, community, social networking sites such as social media in People's Daily life occupy the more and more important role.Mobile phones, especially smart phone has become indispensable important tool for people.But in the mobile species diversity, consumers perfect near critical era of mobile phones.To gain a foothold, it must be have a new customer relationship management (CRM) system.
This paper studies the customer relations management of millet mobile phone in the six part of the C2B business model. The first part is introduction. From theresearch background, research significance, main research contents, research ideas and methods of this research are summarized. Then the theory of CRM and C2B mode. Based on the research of customer relationship management and business model of C2B meaning, evolution, function, characteristics, the theory support for the whole research. Then is the analysis of millet company customer relationship management. From the analysis of the company marketing,sales, customer service and relationship management. Then is the millet mobile phone marketing way. From the three aspects of millet mobile phone micro-bloghunger marketing, marketing, network marketing, and put forward suggestions for the development of millet mobile phone. Mainly to millet company put forward suggestions from three aspects to perfect after sale service, cooperation, milletand Financing Countermeasures operator. Followed by the analysis of SWOTcustomer relationship management of millet mobile phone. The millet advantages and disadvantages, opportunities, threats. Finally, the macro factors that milletmobile phone success. The Chinese intelligent mobile phone industry or otheremerging enterprises can learn from the experience and method of imitation.
Key words：millet mobile phone Marketing mode Customer relationship management (CRM) C2B business model

目 錄
第一章 緒論 1
1.1 課題研究的背景 1
1.2 課題研究的意義 1
1.3 課題研究的主要內(nèi)容 1
1.4 課題研究的思路和方法 2
第二章 CRM與C2B模式相關(guān)理論研究 4
2.1 客戶關(guān)系管理概述 4
2.1.1 客戶關(guān)系管理的含義 4
2.1.2 客戶關(guān)系管理的衍變 4
2.1.3 客戶關(guān)系管理的作用 5
2.2 C2B商業(yè)模式概述 5
2.2.1 C2B商業(yè)模式的含義 5
2.2.2 C2B商業(yè)模式的衍變 6
2.2.3 C2B商業(yè)模式的特性 6
第三章 小米公司C2B商業(yè)模式中的客戶關(guān)系管理應(yīng)用研究 7
3.1 小米公司在C2B商業(yè)模式中的分析研究 7
3.2 小米公司市場營銷中客戶關(guān)系管理分析研究 7
3.2.1 小米公司CRM產(chǎn)品策略研究 7
3.2.2 小米公司CRM定價(jià)策略研究 8
3.3 小米公司銷售中客戶關(guān)系管理分析研究 8
3.3.1 小米公司CRM促銷推廣策略研究 8
3.3.2 小米公司CRM銷售渠道策略研究 9
3.4 小米公司客戶服務(wù)中客戶關(guān)系管理分析研究 9
3.4.1 小米公司客戶定制策略研究 9
3.4.2小米公司提高客戶忠誠度策略研究 10
第四章 小米公司客戶關(guān)系管理營銷策略分析 11
4.1 小米公司網(wǎng)絡(luò)口碑營銷分析 11
4.1.1社交媒體傳播 11
4.1.2客戶參與互動(dòng) 11
4.2.3 高性能形成口碑 11
4.2 小米公司微博營銷分析 12
4.3 小米公司饑餓營銷分析 12
4.3.1 心理共鳴 12
4.3.2 宣傳造勢 1..