文档介绍：中小型企业CRM应用研究
——以双羊集团为例
内容摘要
随着我国加入WTO,企业间日益激烈的竞争和动态的市场环境给我国许多的中小企业带来了前所未有的挑战。新经济的到来,客户拥有比过去更多的选择机会。市场已从卖方市场转向买方市场,客户正成为企业争夺的焦点。在新的市场环境下,传统的生产导向、产品导向、技术导向、市场导向等已不再能够使企业获得竞争优势每个企业都在努力运用新的手段和管理理念来获得和保持竞争优势。在新的市场环境下,传统的生产导向,产品导向以及技术导向已经转变为顾客导向。客户关系管理是一种管理理念,是软件和技术,也是应用系统,它侧重于对企业的销售、营销、客户服务的相关支持业务流程进行优化。中小企业有其不同于大型制造企业的特点,在人员素质、管理经验、企业文化建设和资金等诸多方面和大型企业相比较存在着一定差距。这也导致CRM在中小企业应用过程中存在着更多的阻力和更高的失败率。
基于此,本文通过浙江双羊集团CRM运用实例,从企业文化变革,业务流程重组等主要角度入手,分析该企业CRM运用存在的问题,并提出了解决方案。而该企业是典型的中小企业,因此,希望本文对中小企业导入CRM起到借鉴和帮助作用。
关键词: 客户关系管理;中小企业;双羊集团;流程重组; 企业文化。
Research CRM application in the small and medium enterprises
——Shuan pany as an example
ABSTRACT
With China enters into WTO, petition and dynamic,business environment bring great challenge to many traditional medium and small enterprises in China. customer have more choices than ever. Market has changed its character from seller's market to buyer's market, and customers are ing the focus of petition among corporations. In the new market environment, the traditional production-oriented, product-oriented, technology-oriented have transferred to customer-oriented. CRM(customer relationship management)is a Customer centric business philosophy, business strategy, and a corporation culture in which pany focuses it’s operations anizes around attracting, fulfilling and retaining the most valuable customers. And it makes the relationship the best position. It concentrates on promoting the overall relationship between corporations and customers with the best way and maximizing the customer lifetime value. Medium and small enterprise in china has it’s own characteristics which is different to large enterprise. So it’s staff quality and management thinking is much below than large one. It brings more resistance and higher failure rate than in large ones when applying CRM.
Based on this background, according to the CRM application In shuan pany, this paper analyses it’s existence problems from the point of view of transforming of corporatio