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1、澳航客户关系管理CustomerRelationshipManagementinQantas----客户关系管理论文-->澳航客户关系管理CustomerRelationshipManagementinQantas1.0ExecutiveSummeryThemainpurposeofthisreportistoinvestigatethecustomerrelationshipmanagementinanAustralianairlinenamedasQantas.ThereportprisestheanalysisontherelevantponentsofCRMinQ
2、antas,CRMstrategiesandtechnologies,andinfluenceofCRMonQantas,andrelevantremendationserrelationshipmanagementinQantas.QantasisanAustraliancivilaviationpany,anditisconsideredastheleadingpanyspecializedinlongdistanceairlineserviceintheploysoneeffectivemanagementstrategy,errelationshipmanagem
3、entincludingthechannelstrategy,CRMtechnology,etc.,toachievetheobjectivesofsustainabledevelopment,safeoperationandplementationsituationandCRMimplementationstrategiesinQantasplementationdifferencesanduniquenessthatallooresuccessfulamongsomanypetitors.Qantasmakeseffectiveuseofcustomerrelatio
4、nshipmanagementinformulatingitsorganizationalstructure,culture,andstrategiesincludingmarketingandmanagementtoachievethegoaloflongtermsuccessinthepetitivemarket.Atthesametime,customerrelationshipmanagementplaysakeyroleincustomeracquisition,customerretentionandcustomerdevelopmentinQantas.Cu
5、stomerrelationshipmanagementisprovedtobesuccessfulinQantasaccordingtothesurveyonthecustomerrelationships,thecustomerbehaviors,thecustomersegmentation,thecustomersatisfactoryandthecustomerloyalty.ButtherearestillimprovementsforQantastomakeinitsoverallCRMstrategyandCRMperformance.2.0Introdu
6、ction:Inmoderntimes,customerrelationshipmanagementplaysanextremelyimportantroleinimprovingtherelationshipbeterssoastoimprovetheloyaltyandsatisfactionofcustomers.Atthesametime,CRMisusedforsegmentingthecustomersandformulatingspecificstrategiestomeettherequirementsofdifferentcustomers,acquir
7、e,developandmaintainbetterrelationshipsers,andformulatingproperstrategiestoterminatetherelationshipsers(V.Kumar,2012,pp3-5).Totheserviceindustry,thepetitionamongdifferentorganizationsliesinthecustomerresources.Qantas,astheleadingairlinepanyinAustralia,offerstheservi
