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1、管理咨询公司的客户关系管理摘要从传统的营销策略来看,企业主要围绕着经典的4P展开市场竞争。虽然4P的经典曾经风光无限,但随着市场的全球化进程以及当今不断变化的国际环境,加上产品和服务的同质化,4P在21世纪的潜力很难实现企业持续竞争优势。从市场结构来看,“卖方市场”正在转向“买方市场”,这场革命对于产品终端的消费者来说,消费者不再被动地接受产品购买,转而开始关注产品的内涵理解和价值体现;对于企业来说,了解客户需求和做好客户服务工作成为企业的中心活动。美国营销学者提出的“4C”营销理念闪亮登场,刚好赶上时代的步伐,针对
2、4C,客户关系管理在当今开始大放异彩。为了探讨CRM在中小企业应用的现实意义,通过分析当前东方博士管理咨询公司在客户关系管理中存在的症结,了解在东方博士实施CRM的意义后,重点在探讨东方博士咨询公司改进客户关系管理的实施步骤,分别从战略、流程、组织、实施顺序等方面掌握CRM的操作,最后涉及到工作中实施的效益,希望能够促进东方博士有效执行CRM,不断提升利润。关键词:顾客感知价值,交互式管理,顾客体验优化,差异化营销2121AbstractInretrospect,asviewingfromthetraditional
3、marketingtechnology,enterprisesusuallycontendedinthemarketingcompetitionprimarilybyusingclassical4P,andofcoursewhichevergainedamainroleinthatscenario.However,the4Pbegandifficulttofulfillthefiercecompetitionwithglobalizationadvancementandtremendousdiversificatio
4、nofmodernmarketenvironmentinadditionthehomogeneityoftheproductandserviceinthisnew21’stcentury.Withthedevelopmentofhightechnology,thetraditional“vendormarket”isnowtransferringtothe“buyermarket”,consumerbegantocareabouttheconnotationofhis/herpurchaseorvalue,nolon
5、gersatisfiedatthepassivepurchasing.Asforenterprise,thecompanyshouldknowwellaboutthecustomer’sneedandhowtoservicebyre-engineeringthebusinessprocess.Inordertokeeppacetotheprogress,theconceptofanewmarketingtheoryaroused,thatis4C,andthesignificanceofcustomerrelatio
6、nshipmanagementforthat4Ccanbeunderstoodeasily.Forthereasonthatthepracticalsignificanceduringthemid-andsmall-scaleenterprises,ThroughouttotallyanalyzethemainproblemofcustomerrelationshipintheTimesBrightChinaDongFangBoShiconsultingcompany,wefocusontheCRMinitiativ
7、esafterknowingtheadvantagesofCRMimplementation,whichfromstrategies,process,organization,theinitiativesorderetc.FinallywetargettheCRMinitiativestotherealitycampaignsandbusinessperformance,hopetoBoShicanexecuteCRMeffectivelyandefficiently,promoteandobtainmoreprof
8、it.Keywords:customerperceivedvalue,customerexperienceoptimizationcustomerinteractionmanagement,differentialmarketing21目录摘要IABSTRACTII一、客户关系管理引领营销变革1(一)客户关系管理步入营销潮流1(二)东方博士的客