RSH公司CRM的研究

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1、上海交通大学硕士学位论文RSH公司CRM的研究姓名：梁世袭申请学位级别：硕士专业：工商管理指导教师：周洁如20080601集与分类客户资料，如何细分客户以及衡量客户价值，公司内部基于CRM的订单管理以及CRM软件的选型依据。第五章介绍了实施CRM的步骤方法，高层重视与参与的必要性，如何构建CRM实施团队，讨论了机构调整与流程再造的方法，公司CRM文化建设的必要性以及客户关系管理实施的度量方法。第六章对全文进行了总结，并对文章的不足之处进行了补充说明。纵上所述，本文通过理论与实践结合的方法，研究了R

2、SH公司的客户关系管理现状。并根据公司的实际情况，为公司CRM实施的提出了系统化的改进方案，具有一定的参考价值，并为其他制造行业实施客户关系管理提供了一定的借鉴。关键词：CRM，ERP，客户，价值，需求THECRMSTUDYOFRSHCOMPANYABSTRACTWiththeadventoftheneweconomicera,thecompetitivehasbecomeintense.Theso-calledsurvivalofthefittest,onlybyadaptingtothecha

3、ngingbusinessenvironmentandgraspingthetrendofthemarketcanacompanysurviveanddevelop.In1999,GartnerGroupInc.hasproposedtheconceptofCRM.Andtogetherwiththedevelopmentoftheinformationtechnology,theCRMhasbeenwidelyappliedintothebusinessworld.RSHCompanyisaty

4、picallymanufacturingcompany.GeneralSpeaking,manufacturingcompaniesconcernstoomuchabouttheproductqualityandproductionefficiency.Customer-centriciscomparativelyweakonthewhole.Thecustomerinformationislimitedandupdatedveryslow.Underthosesituations,acomple

5、teanalysisofcustomercouldn’tbeconducted.Asaresult,thecompanycan’ttakecorrectactionwhilelosingthecustomeraswellasthemarketshare.TorealizetheCRMisthewaytosolvetheissue.Thispaperisdividedintoatotalofsixchapters:ThefirstchapterwillintroducesworldtrendofCR

6、MandachievementsmadebyChinaaswellasforeigncountries.Andlaterwillintroducethestudymethodsandframeworkforthepaper.ThesecondchapterwillgiveabriefhistoryreviewoftheCRM,andthenintroducethebasicCRMframeworkandsomeCRMapplicationsoftwareindomesticmarket.Theth

7、irdchapterwillintroducethebackgroundandorganizationstructureofRSHCompany.Listthecurrentissuerelatedtobothcustomerandcompany.ThefourthchapterwillputforwardtheCRMobjectivesincludingcustomerdatacollectionandclassification,customersegmentation,customerval

8、uemeasurement,thewayofordermanagementandCRMsoftwareselection.ThefifthChapterwillintroducetheCRMapplicationprocess.CompanyshouldapproachrightsequenceofCRMimplementationsteps.Andattentionandparticipationfromtheseniormanagementleveliscrucialtothe