广州览众医疗设备公司B2B客户关系管理战略研究
摘要
本文的研究,主要运用理论研究、问卷调查及数据分析等方法,以广州览众医疗设备有限公司作为研究主体,对其B2B客户关系管理战略的现状进行了描述,找出其存在的问题,并提出改进策略的几点思考;然后将其上升为一般理论,对中小创业型企业客户关系管理战略的现状进行了描述,并找出了其面临的问题,结合B2B客户关系管理的理论和实践,根据Forrester咨询公司提出的客户关系管理的最好实践框架(Best Practice Framework),从战略、流程、技术和人员四个方面给出了中小创业型企业B2B客户关系管理战略的具体策略。
正文包括:绪论、文献综述、广州览众医疗设备有限公司B2B客户管理管理战略、一般中小创业型企业B2B客户关系管理战略、结论等共五章。
本文得出了B2B中小创业型企业要把CRM放到战略的高度,优化CRM流程;抓住互联网方面信息技术,尤其WEB2.0技术变革进步的机遇,去提高CRM活动;培养并留住以客户为中心的员工,利用CRM提升企业影响力及品牌,提高客户忠诚度,从而获得企业持续竞争优势的结论。
本文创新地提出了企业应建立虚拟销售经理平台及WEB2.0在CRM各方面的具体应用,以促进与现有客户和潜在客户更加融洽和谐的关系,传递优越价值,增加客户的满意度;进而提高客户对企业的忠诚度,最终达到企业与客户双赢的局面。
Academic study, practice survey, data analysis are the main research methods of this paper. I take Guangzhou Lionzone Medical Equipment Company as an example, describe the current situations of Customer Relationship Management in Medium-sized and Small Entreprenuerial Enterprise, find out the problems they face.
Then the paper combines the academic study with the practice of CRM of Medium-sized and Small Entreprenuerial Enterprise in B2B context. According to the Best Practice Framework of CRM provided by Forrester Company, the paper gives specific suggestions to Medium-sized and Small Entreprenuerial Enterprise from strategy, process, technology and people four aspects.
The paper includes five parts: introduction; academic statement; customer relationship management in Guangzhou Lionzone Medical Equipment Company; customer relationship management of Medium-sized and Small Entreprenuerial Enterprise in B2B context; conclusion.
The concusion of the paper is that Medium-sized and small entreprenuerial enterprise in B2B context should put CRM on a strategic level, and take advantage of inetnet , information technology and Web 2.0 technology to enhance brand image , and customer loyalty, thus gains sustainable competitive advantages.
The initiantion of the paper is proposal of virtual sales manager platform, and Web 2.0 elements, like weblog, newsfeed, avatar, and podcast’s usage in CRM. Therefore, push Medium-sized and small entreprenuerial enterprise in B2B context to establish good relationship with potential and current customer, delivery superior customer value, increase customer satisfaction and in turn to increase customer loyalty and reach win-win relationship between customer and Medium-sized and small entreprenuerial enterprise in B2B context.
正文包括:绪论、文献综述、广州览众医疗设备有限公司B2B客户管理管理战略、一般中小创业型企业B2B客户关系管理战略、结论等共五章。
本文得出了B2B中小创业型企业要把CRM放到战略的高度,优化CRM流程;抓住互联网方面信息技术,尤其WEB2.0技术变革进步的机遇,去提高CRM活动;培养并留住以客户为中心的员工,利用CRM提升企业影响力及品牌,提高客户忠诚度,从而获得企业持续竞争优势的结论。
本文创新地提出了企业应建立虚拟销售经理平台及WEB2.0在CRM各方面的具体应用,以促进与现有客户和潜在客户更加融洽和谐的关系,传递优越价值,增加客户的满意度;进而提高客户对企业的忠诚度,最终达到企业与客户双赢的局面。
Academic study, practice survey, data analysis are the main research methods of this paper. I take Guangzhou Lionzone Medical Equipment Company as an example, describe the current situations of Customer Relationship Management in Medium-sized and Small Entreprenuerial Enterprise, find out the problems they face.
Then the paper combines the academic study with the practice of CRM of Medium-sized and Small Entreprenuerial Enterprise in B2B context. According to the Best Practice Framework of CRM provided by Forrester Company, the paper gives specific suggestions to Medium-sized and Small Entreprenuerial Enterprise from strategy, process, technology and people four aspects.
The paper includes five parts: introduction; academic statement; customer relationship management in Guangzhou Lionzone Medical Equipment Company; customer relationship management of Medium-sized and Small Entreprenuerial Enterprise in B2B context; conclusion.
The concusion of the paper is that Medium-sized and small entreprenuerial enterprise in B2B context should put CRM on a strategic level, and take advantage of inetnet , information technology and Web 2.0 technology to enhance brand image , and customer loyalty, thus gains sustainable competitive advantages.
The initiantion of the paper is proposal of virtual sales manager platform, and Web 2.0 elements, like weblog, newsfeed, avatar, and podcast’s usage in CRM. Therefore, push Medium-sized and small entreprenuerial enterprise in B2B context to establish good relationship with potential and current customer, delivery superior customer value, increase customer satisfaction and in turn to increase customer loyalty and reach win-win relationship between customer and Medium-sized and small entreprenuerial enterprise in B2B context.
引文
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