第三方物流企业客户关系管理的研究__毕业论文

I 第三方物流企业客户关系管理的研究

摘要：在全球化竞争日趋激烈的当代，客户资源己经成为企业最重要的战略资源之一。拥有客户就意味着企业能够继续生存和发展，客户关系管理正是在这种新经济形势下产生和发展起来的管理理念。本文从介绍客户关系管理理论出发，揭示了客户关系管理在第三方物流企业的重要性，结合中国第三方物流企业的发展现状，分析其所面对的发展机遇和挑战，提出了实施客户关系管理的策略以达到企业预定的目标，使第三方物流企业更加的了解并满足客户需求，提升顾客满意度，从而获取更多的利润。

关键词：客户关系管理,第三方物流企业,SWOT

II

Research on the Customer Relationship Management in the

Third Party Logistics Enterprise

Abstract: Today, the global competition is very fierce, customer resources have already

become one of the most important strategic resources. Have client means that the enterprise

can continue to survive and develop, in the new economic situation the concept of customer

relationship management is produced and developed. This paper introduces customer

relationship management theory, it reveals the importance of the customer relationship

management in the third party logistics enterprise, and according to the third party logistics

enterprise development situation, analyze its development opportunities and challenges, puts

forward the implementation of customer relationship management strategies to achieve

enterprise the scheduled target, make the third party logistics enterprise more to understand

and meet customer demand, improve customer satisfaction, to gain more profit.

Key words: Customer Relationship Management, Third Party Logistics Enterprise,

SWOT

III

目 录

一、客户关系管理的定义 ························································································ 1

（一）客户关系管理是一种“以客户为中心”的管理理念 ····································· 1

（二）客户关系管理是一种旨在改善企业与客户之间关系的新型管理机制 ············· 2

（三）客户关系管理是一种管理技术 ···································································· 2

（四）客户关系管理是一种企业经营战略 ····························································· 2

二、客户关系管理在第三方物流企业发展中的作用 ·················································· 2

（一）赢得客户满意，吸引更多的客户 ································································ 3

（二）细分客户群体，大力发展中间业务 ····························································· 3

（三）提高资源管理的效率 ·················································································· 3

（四）危机分析，规避风险 ·················································································· 3

三、国内第三方物流企业客户关系管理现状 ····························································· 4

（一）第三方物流企业客户关系管理的机遇和挑战 ··············································· 4

（二）第三方物流企业应用客户关系管理的过程中面临的问题 ······························ 4

1．客户关系管理意识缺位，观念依然陈旧 ························································ 5

2．未能实现客户资源共享 ················································································ 5

3．信息化服务能力薄弱 ···················································································· 5

4．缺乏长期发展的客户关系管理战略 ······························································· 5

5．市场对第三方物流企业服务的满意度不高 ····················································· 6

6．缺乏实施客户关系管理的评价体系 ······························································· 6

四、实施第三方物流企业客户关系管理的策略 ························································· 6

（一）管理理念的变革 ························································································· 6

（二）变革组织架构，规范内部流程 ···································································· 6

（三）加强信息化建设 ············································································ 7

（四）与客户建立长期的战略合作伙伴关系 ················································· 7

（五）提高物流服务质量 ····················································································· 7

五、结论 ················································································································ 7

参考文献 ················································································································ 9

1 一、客户关系管理的定义

从传统的意义上讲，产品和服务是市场发展的永恒主线，而客户则是这两条主线的交汇点。只要存在市场经济下供需双方的交换行为，企业就必须要从客户身上挖掘价值，获取利润。这是一切生产、经营和商务的根本。从现代的角度观察，产品是标准化的，服务是个性化的，因为客户是鲜活的，用个性化的手段去追踪客户、分析数据和进行策略反馈则是买方市场条件下的应变之道，用信息技术来实现这个应变之道，就是客户关系管理系统。

客户关系管理的英文翻译是Customer Relationship Management，CRM是客户关系管理的英文缩写。这个词最早是由全球著名的分析公司提出的。所谓客户关系管理就是为企业提供全方位的管理视觉，赋予企业更完美的客户交流能力，最大化客户的收益率。它既是一套原则制度，也是一套软件和技术。它的目标是缩减销售周期和销售成本、增加收入、寻找扩展业务所需的新的市场和渠道以及提供客户的价值、满意度、赢利性以及忠诚度。应用软件将最佳的实践具体化并使用了先进的技术来协助各企业实现这些目标。在整个客户生命周期中都以客户为中心，这就意味着将客户当作企业运作的核心。应用软件简化协调了各类业务功能如销售、市场营销、服务和支持的过程并将注意力集中于满足客户的需要上。应用还将多种与客户交流的渠道，如面对面、电话接洽以及访问协调为一体，这样，企业就可以按客户的偏好使用适当的渠道与之进行交流。根据这一思想，就是指以信息技术为手段，通过对工作流程进行重组，赋予企业更完善的客户交流能力，帮助企业管理客户信息资源，为客户提供满意的产品和服务，并努力与客户建立起长期、稳定、相互信任、互惠互利的密切关系的动态过程，它是一种“以客户为中心”的经营策略。从战略的角度来讲，是一种倡导企业“以客户为中心”的管理思想和方法。

关于客户关系管理的定义，不同的学者或商业机构都从不同角度提出自己的看法。

（一）客户关系管理是一种“以客户为中心”的管理理念

客户关系管理的核心思想是将企业的客户包括最终客户、供应商、分销商以及其他合作伙伴作为最重要的企业资源，通过完善的客户服务和深入的客户分析来满足客户的需求，保证实现客户的价值。在充满变革和创新的当代，比竞争对手领先一步，就意味着成功。在引入客户关系管理的理念和技术时，不可避免地要对企业原来的管理方式进行改变，创新的思想将有利于企业员工接受变革，业务流程再造为企业管理