BOSCH汽车技术事业部大客户关系管理模式研究
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摘要
由于市场竞争越来越激烈,客户资源已成为企业必不可少的核心资源,客户需求日益多样化和个性化。他们要求产品和服务能够体现其特殊的感受和需求。在这种背景下,客户关系管理应运而生。客户关系管理是以客户为中心的营销整体解决方案,其重点是在于赢得客户,细分出对企业最有价值的客户——大客户,并实施差别的营销,从而赢得市场竞争,获得丰厚的市场利润。
在当今市场竞争日趋激烈的情况下,大客户具有消费高、社会影响大等特点,是企业重要的收入和利润来源,对其营商业绩的影响越来越大,已经成为企业的竞争焦点。为了充分应对激烈的市场竞争,有效的保有大客户,并不断挖掘潜在大客户,巩固和扩大大客户市场份额,企业需要对大客户的营销服务工作提出具有前瞻性发展战略,围绕大客户制定发展战略,提出针对大客户的营销服务措施,为大客户提供科学的营销服务决策管理。
本文主要是通过理论和实践相结合,围绕BOSCH汽车技术事业部大客户关系管理模式的现状展开的。首先说明了论文写作的背景和意义以及本文研究方法与思路,并对论文涉及的大客户管理理论、客户关系管理理论以及顾客让渡价值理论进行了阐述,为文章的理论框架的建立奠定坚实的基础。然后,对BOSCH汽车技术事业部大客户的范畴进行了界定,并对BOSCH汽车技术事业部大客户关系管理的现行模式进行了描述,从六方面重点论述了BOSCH汽车技术事业部大客户管理存在的问题。进而阐述了其市场细分、管理组织机构和管理服务体系,基于这些问题分析了其产生的主要原因。最后,运用客户关系管理相关理论,分析BOSCH汽车技术事业部大客户管理存在问题原因的基础上,指出了BOSCH汽车技术事业部大客户关系管理模式优化的具体指导思想和原则,结合BOSCH汽车技术事业部实际提出了大客户管理团队再造和管理的策略和措施。
Customer's resources become the absolutely necessarily kernel sources of enterprise with keen competition of market. Nowadays, customer's demands becoming increasingly diversify and personalized, which they claim that their special receives and demands can be embodied in the products and service. Under the circumstance, the customer relationship management comes out as a consequence. The customer relationship management is the entire marketing solution focus on arranging the customers, whose point is to win the market competition and acquire big market profits, by lying in winning customer, Subdividing the most worthy customer to the business enterprise, and carrying out a difference marketing to the big customer.
For replying the vigorous market competition well, keeping effectively and scooping out latent and big customer continuously also, make stronger and extend the market quota of big customer, there requires to put forward a forward-looking development strategy for big customer's marketing service work, advance marketing service measures for big customer surrounding bit customer developing strategy, and provide the marketing service of scientific decision-making management for the big customer.
The thesis put forward explicit an optimized solution of big customer management model. With combining the managing big customer theories with the practices of Hunan United Telecommunications Corporation Limited.
This text is totally divided into six parts:
The first part introduced to textual purpose and meaning, and method of study and thinking.
The second part elaborate the customer relationship management and the studying present conditions at home and abroad, set out from the related theories and giving broad overview of the research cultural heritage.
The third part definite the area of its customer and elaborates its subdividing market, organization and service system, which is based on a brief introduction of the customer pattern of Hunan United Telecommunications Corporation Limited.
The forth part indicates guidelines and principle of the optimized mode of customer relationship management based on the analyzing the problem existing in the big customer management of Hunan BOSCH Technical Services Division.
And put forward the strategy and measure of reforming the big customer manages staff and optimized management mode based on the practice of BOSCH Technical Services Division.
This text analyses the current big customer management of BOSCH Technical Services Division with the data and related information investigated on the spot for foundation. And bring forward replying measure to actuality of the Unite, which will provide a reference to the customer operation of BOSCH Technical Services Division.
在当今市场竞争日趋激烈的情况下,大客户具有消费高、社会影响大等特点,是企业重要的收入和利润来源,对其营商业绩的影响越来越大,已经成为企业的竞争焦点。为了充分应对激烈的市场竞争,有效的保有大客户,并不断挖掘潜在大客户,巩固和扩大大客户市场份额,企业需要对大客户的营销服务工作提出具有前瞻性发展战略,围绕大客户制定发展战略,提出针对大客户的营销服务措施,为大客户提供科学的营销服务决策管理。
本文主要是通过理论和实践相结合,围绕BOSCH汽车技术事业部大客户关系管理模式的现状展开的。首先说明了论文写作的背景和意义以及本文研究方法与思路,并对论文涉及的大客户管理理论、客户关系管理理论以及顾客让渡价值理论进行了阐述,为文章的理论框架的建立奠定坚实的基础。然后,对BOSCH汽车技术事业部大客户的范畴进行了界定,并对BOSCH汽车技术事业部大客户关系管理的现行模式进行了描述,从六方面重点论述了BOSCH汽车技术事业部大客户管理存在的问题。进而阐述了其市场细分、管理组织机构和管理服务体系,基于这些问题分析了其产生的主要原因。最后,运用客户关系管理相关理论,分析BOSCH汽车技术事业部大客户管理存在问题原因的基础上,指出了BOSCH汽车技术事业部大客户关系管理模式优化的具体指导思想和原则,结合BOSCH汽车技术事业部实际提出了大客户管理团队再造和管理的策略和措施。
Customer's resources become the absolutely necessarily kernel sources of enterprise with keen competition of market. Nowadays, customer's demands becoming increasingly diversify and personalized, which they claim that their special receives and demands can be embodied in the products and service. Under the circumstance, the customer relationship management comes out as a consequence. The customer relationship management is the entire marketing solution focus on arranging the customers, whose point is to win the market competition and acquire big market profits, by lying in winning customer, Subdividing the most worthy customer to the business enterprise, and carrying out a difference marketing to the big customer.
For replying the vigorous market competition well, keeping effectively and scooping out latent and big customer continuously also, make stronger and extend the market quota of big customer, there requires to put forward a forward-looking development strategy for big customer's marketing service work, advance marketing service measures for big customer surrounding bit customer developing strategy, and provide the marketing service of scientific decision-making management for the big customer.
The thesis put forward explicit an optimized solution of big customer management model. With combining the managing big customer theories with the practices of Hunan United Telecommunications Corporation Limited.
This text is totally divided into six parts:
The first part introduced to textual purpose and meaning, and method of study and thinking.
The second part elaborate the customer relationship management and the studying present conditions at home and abroad, set out from the related theories and giving broad overview of the research cultural heritage.
The third part definite the area of its customer and elaborates its subdividing market, organization and service system, which is based on a brief introduction of the customer pattern of Hunan United Telecommunications Corporation Limited.
The forth part indicates guidelines and principle of the optimized mode of customer relationship management based on the analyzing the problem existing in the big customer management of Hunan BOSCH Technical Services Division.
And put forward the strategy and measure of reforming the big customer manages staff and optimized management mode based on the practice of BOSCH Technical Services Division.
This text analyses the current big customer management of BOSCH Technical Services Division with the data and related information investigated on the spot for foundation. And bring forward replying measure to actuality of the Unite, which will provide a reference to the customer operation of BOSCH Technical Services Division.
引文
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[34]胡左浩,顾客生涯价值概念及其启示.外国经济与管理.2004(3):56-58
[35]韦林顿.客户管理改善策略.北京:经济管理出版社.2003:213-219
[36]蒂莫西·凯宁汉姆,特里·范瓦雷著;马晓明,张丽妹译.客户惊喜法则:变满意客户为惊喜客户.北京:人民邮电出版社.2003:132-140
[37]博世中国网站.博世在中国.http://www.bosch.com.cn/new/web/site/index_cn.htm
[38]中国经济展望网.中国汽车零配件产业出路何在? 2005,(9). http://www.zjzw.net/artiele_show.asp?a_id=48002
[39]郑纪东.工业品营销如何升级.市场营销,2005.6:35-37
[40]雷焕文.中国企业实施客户关系管理存在的问题及对策.广西经济干部学院学报.2005.1:63-64
[41]中国金属加工在线.中国汽车零部件市场,外资企业觊觎诱人机遇.http://www.mw1950.com/html/200804/0415/20080415145156864.shtml
[42]李桂华.产业市场营销的市场细分方法和模型研究.现代财经.2001.4:59-62
[43]万赤俊.轿车行业大客户管理及其管理探讨.华中科技大学硕士论文。2005,4:76-79
[44]唐理璋,孙黎.一对一营销-客户关系管理的核心战略.北京:中国经济出版社,2002.2:169-176
[45]李忠宽.顾客忠诚的价值驱动模式.商业经济与管理,2003,3:46-50
[46]索罗·汉森.关系营销-建立顾客满息和顾客忠诚赢得竞争优势.广州:广东经济出版社.2003.5:90-97
[47]祝海波,邓德胜等.市场营销战略与管理.北京:中国经济出版社.2006.1:56-67
[48]彼得.查维顿,李丽译.大客户:识别、选择和管理.北京:中国劳动社会保障出版社.2003
[49]ARC远擎管理顾问公司编.客户关系管理深度解析.北京:清华大学出版社.2003:116-125
[50](英)肯·伯内特,刘瑞红等译.核心客户关系管理.北京:电子工业出版社.2002:139-148
[51]Morgan Robert M,HuntShelly.The Commitment-Trust Theory of Relationship Marketing.Journal of Marketing,2003
[52]王月兴、冯邵律.顾客忠诚的驱动因素及其作用.经济管理.2005,3:34-37
[53]马连福主编.顾客价值营销:企业成长的驱动力.北京:首都经济贸易大学出版社.2006:79-90
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[55]Willian G.Zikmund.Raymond McLeod,Jr.Faye W.Gilbert Customer Relationship Management:Integrating Marketing Strategy And Information Technology中国人民大学出版社,2005
[56]Emma Chablo.The importance of Marketing Data Intelligence in Delivering Successful大客户关系管理.DM Review.2000
[2]Don Peppers,Martha Rogers etc.Is your Company Ready for one to one Marketing[J].Harvard Business Review,1999,(January-February)
[3]吴为等.关于CRM系统技术的探讨.微型电脑应用.2002(9)
[4]杨琴.CRM营销时代[J].中外管理.2000(8)
[5]陈玉保等.营销理论的新发展:客户关系管理(CRM)理论.商业研究2002(7)
[6]许芳.浅析现代企业管理中的CRM.经济师.2002(1)
[7]齐佳音等.客户关系管理辨析[J].工业工程.2002(7)
[8]凌鸿,曾凤焕.中国企业CRM现状调查研究.科学学与科学技术管理.2004
[9]强海涛等.CRM在企业营销策略中的应用.商业研究.2002(11)
[10]方明等.CRM理论与中国企业的实践.价值工程2003.(1)
[11]Ponni T.Marshak,Defining CRM:Finding the Distinctions in an Overused Buzzword,Customer,com Perspective,Sept7,2000.
[12]夏安邦,孙欣.对当前CRM研究的综述和讨论MIE of CHINA.2004.(5)
[13]陈旭.CRM综述.计算机应用研究.2001.
[14]王增国.正确认识和实施客户关系管理.管理业务平台.2006
[15]Chris-Todman·Designing a Data Warehouse:Supporting Customer Relationship Management[M]·PrenticeHallPTR,2000.
[16]Alex.Berson,Stephen Smith,Kurt·Thearling·Building Data Mining Applications for CRM[M]·McGraw-Hill Companies,1999·
[17]Michael J·A·Berry,Gordon S·Linoff·Mastering Data Mining:The Art and Science of Customer Relationship Management[M]·Wiley,1999·
[18]Ronald S·Swifi·Accelerating Customer Relationships:Using CRM and Relationship Technologies[M]·Prentice Hall PTR,2000.
[19]William G·Zikmund,Raymond McLeod,Faye W·Gilbert·Customer Relationship Management:Integrating Marketing Strategy and information Technology[M]·Wiley,2002.
[20]黄彬,童晓敏,唐任仲.网络时代CRM应用中的若干个关键技术[J].机电工程.2001,18(5):14-17.
[21]R·H·Terdeman,Joyce Norris-Montanari,Dan Meers,W·H·Innlon,William H·Inmon·Data Warehousing forE-Business[M]·John Wiley & Sons,2001.
[22]Mark Sweiger,MarkR·Madsen,Jimmy Langston,Howard Lombard·Clickstream Data Warehousing[M]·Wiley,2002·
[23]GordonS·Linoff,MichaelJ·A·Berry·MiningtheWeb:Transforming Customer Data into Customer Value[M].Wiley,2002·
[24]迟国泰,李敏玲,杨德礼.电子商务环境下的客户关系.管理策略[J].中国软科学.2002,(7):52-56
[25]Dimitris N.Chorafas.Integrating ERP,CRM,Supply Chain Management,and Smartart Matehals.Auerbach Publications,2001
[26]张国方,金国栋.CRM(客户关系管理)的应用与理论研究综述.科技进步与对策.2003,(3)
[27]Fredehck.Newell.Why CRM Doesn't Work HOW to Win by Letting Customers Manage the Relationship[M].B100mberg Press,2003.
[28]Gemid Zaltman·HOW Customers Think:Essential Insights into the Mind of the Market[M]·Harvard Business School Press,2003·
[29]邵兵家,于同奎.客户关系管理-理论与实践北京.清华大学出版社.2004(5):45-56
[30]周文辉.大客户营销.广州:广东经济出版社.2004:89-96
[31]蔡淑琴,喻友平等.大客户关系管理中的大客户描述与识别.管理评论.2004(2):49-52
[32]王广宇.客户关系管理方法论.北京:清华大学出版社.2004:26-32
[33][美]非利普·科特勒著,梅汝和,梅清和,周安柱译.营销管理(新千年版·第十版).北京:中国人民大学出版社.2001:46-54
[34]胡左浩,顾客生涯价值概念及其启示.外国经济与管理.2004(3):56-58
[35]韦林顿.客户管理改善策略.北京:经济管理出版社.2003:213-219
[36]蒂莫西·凯宁汉姆,特里·范瓦雷著;马晓明,张丽妹译.客户惊喜法则:变满意客户为惊喜客户.北京:人民邮电出版社.2003:132-140
[37]博世中国网站.博世在中国.http://www.bosch.com.cn/new/web/site/index_cn.htm
[38]中国经济展望网.中国汽车零配件产业出路何在? 2005,(9). http://www.zjzw.net/artiele_show.asp?a_id=48002
[39]郑纪东.工业品营销如何升级.市场营销,2005.6:35-37
[40]雷焕文.中国企业实施客户关系管理存在的问题及对策.广西经济干部学院学报.2005.1:63-64
[41]中国金属加工在线.中国汽车零部件市场,外资企业觊觎诱人机遇.http://www.mw1950.com/html/200804/0415/20080415145156864.shtml
[42]李桂华.产业市场营销的市场细分方法和模型研究.现代财经.2001.4:59-62
[43]万赤俊.轿车行业大客户管理及其管理探讨.华中科技大学硕士论文。2005,4:76-79
[44]唐理璋,孙黎.一对一营销-客户关系管理的核心战略.北京:中国经济出版社,2002.2:169-176
[45]李忠宽.顾客忠诚的价值驱动模式.商业经济与管理,2003,3:46-50
[46]索罗·汉森.关系营销-建立顾客满息和顾客忠诚赢得竞争优势.广州:广东经济出版社.2003.5:90-97
[47]祝海波,邓德胜等.市场营销战略与管理.北京:中国经济出版社.2006.1:56-67
[48]彼得.查维顿,李丽译.大客户:识别、选择和管理.北京:中国劳动社会保障出版社.2003
[49]ARC远擎管理顾问公司编.客户关系管理深度解析.北京:清华大学出版社.2003:116-125
[50](英)肯·伯内特,刘瑞红等译.核心客户关系管理.北京:电子工业出版社.2002:139-148
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