苏州麦尔达电子科技公司客户关系管理研究

苏州迈尔达电子科技公司客户关系管理研究摘要苏州麦尔达电子科技有限公司是一家集研发、销售、安装、服务于一体的科技企业，公司致力于电子显示产品的推广和服务领域。在近几年的发展过程中，公司努力提升客户价值及服务质量以逐步扩大规模和盈利能力，业务量有了很大提升，积累了大量客户。但随着公司客户数量的增加，也暴露了公司客户管理模式不健全、公司内部管理制度不完善，客户个性化服务能力不足，客户开发渠道单一等方面一系列问题，影响到公司的业务发展。据此，本文应基于客户关系管理的相关理论，通过对麦尔达公司客户关系管理现状的研究，分析该公司现存的客户关系管理问题，研究如何提升该企业的客户关系管理，为类似企业客户关系管理工作提供可靠的参考，帮助他们更准确地了解客户需求，在给客户提供更优质服务的同时，也能获取更高的经济效益。希望通过本文的分析和建议，可以使苏州麦尔达电子科技有限公司从理论结合实践，真正的看到目前自身存在的问题以及巨大的挑战和机遇，从而完善自身大客户关系管理体系，在行业中稳定并占据有利的一席之地。关键词：客户关系管理：客户满意度：客户服务质量：客户维护ABSTRACTSuzhou Merda Electronic Technology Co.,Ltd.is a collection of research and development,sales,installation and service as one of the technology enterprises,the company is committed tothe electronic display products promotion and service.In the development process of recentyears,the company has made great efforts to improve customer value and service quality togradually expand the scale and profitability,the business volume has been greatly improved,andaccumulated a large number of customers.However,with the increase of the number ofcustomers in the company,a series of problems such as weak customer stratificationmanagement,relatively traditional customer development mode,and lack of market sensitivityare also exposed,which affect the company's business development.Accordingly,this paper should be based on the related theory of customer relationshipmanagement,through the study of the company customer relationship management,analyze thecompany's existing customer relationship management problems,study how to improve thecustomer relationship management,provide a reliable reference for similar enterprise customerrelationship management work,help them to understand the more accurately the customerdemand,while providing customers with better quality service at the same time,also can obtainhigher economic benefits.It is hoped that through the analysis and suggestions of this paper,Suzhou Merda ElectronicTechnology Co.,Ltd.can truly see the existing problems and huge challenges and opportunitiesfrom the theory and practice,so as to improve its big customer relationship management system,and stabilize and occupy a favorable place in the industry.Key words:customer relationship management;customer maintenance;customer satisfaction;customer loss目录第1章绪论1.1研究背景、目的及意义…1.2研究思路和方法。.21.2.1研究思路.21.2.2研究方法.2第2章相关理论.42.1客户关系管理相关理论.42.1.1客户细分。.42.1.2客户生命周期.42.1.3客户满意度与忠诚度42.2SW0T理论4第3章麦尔达公司客户关系管理现状.63.1麦尔达公司概述.….63.2麦尔达公司客户关系管理现状分析.….6第4章麦尔达公司客户关系管理问题剖析84.1麦尔达公司客户关系管理模式不健全.84.2客户关系管理与市场需求结合不充分…84.3麦尔达公司客户个性化服务能力不足..94.4客户开发渠道较为单一.9第5章麦尔达公司客户关系管理优化策略.105.1健全客户关系管理模式.105.2客户关系管理与市场需求充分结合105.3优化客户个性化服务….115.3.1细化客户分类分级管理.l15.3.2推进差异化客户服务配置.115.4增加客户开发渠道.….12结论..14参考文献.15致谢.16