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【知识贴:供应链环境下客户关系管理研究 】

点击:1657 日期:2014-12-08 选择字号:
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北京11选5 ZAIQIYEWAIBUDEGONGYINGLIANSHANG,QIYEYAOYUXIAYOUQIYEJINXINGYEWUJIAOWANG,ZAIDUIQI“GUANGYI”DEKEHU,JIGONGYINGLIANZHONGDEXIAYOUQIYEJINXINGYEWUWANGLAISHI,RUHEKUAISUXIANGYINGTAMENDEXUQIUJIQIBIANHUA?RUHEYUTAMENSHIXIANYEWUWANGLAIJIANDEJINMILIANXIHEXIETONGYUNZUO?RUHEWEIKEHUTIGONGYOUZHIDECHANPINHEMANYIDEFUWUYILIUZHUYUANYOUKEHUBINGSHIQICHENGWEIZIJIDEZHONGCHENGKEHUSHENZHIZHONGSHENGKEHU?ZHEIXIEDOUSHIGUANXIDAOQIYESHENGCUNHEFAZHAN,BINGCHANGCHANGSHIQIYETOUTENGDEZHONGDAWENTI。YINCI,ZHIYOUYINGYONGHAOKEHUGUANXIGUANLI,CHONGFENLIYONGGAIXINXIXITONGDELINIAN、MOSHIHEGONGNENG,CAINENGSHIXIANGONGYINGLIANSHANGQIYEDUIXIAYOUYEWUDEGAOXIAOHEZIRUDEYUNZUO。


一、客户关系管理与供应链管理概述


1.客户关系管理概述


  KEHUGUANXIGUANLI(CRM, Customer Relationship Management)SHIYIZHONGXINJINGJIBEIJINGXIADEGUANLILINIAN,QIHEXINSHIYIKEHUMANYIDUWEIMUBIAODEXIETONGGUANLISIXIANG。TASHIZHIYIZHONGYIKEHUWEIZHONGXINDEGUANLISIXIANGHEJINGYINGLINIAN,ZHIZAIGAISHANQIYEYUKEHUZHIJIANGUANXIDEXINXINGGUANLIJIZHI,SHISHIYUQIYEDESHICHANG、XIAOSHOU、FUWUYUJISHUZHICHIDENGYUKEHUXIANGGUANDELINGYU,MUBIAOSHITONGGUOTIGONGGENGKUAISUHEZHOUDAODEYOUZHIFUWUXIYINHEBAOCHIGENGDUODEKEHU,BINGTONGGUODUIYINGXIAOYEWULIUCHENGDEQUANMIANGUANLILAIJIANGDICHANPINDEXIAOSHOUCHENGBEN;TONGSHI,TAYOUSHIYIDUOZHONGXINXIJISHUWEIZHICHIHESHOUDUANDEYITAOXIANJINDEGUANLIRUANJIANHEJISHU,TAJIANGZUIJIADESHANGYESHIJIANYUSHUJUWAJUE、SHUJUCANGKU、YIDUIYIYINGXIAODIANZISHANGWU、XIAOSHOUZIDONGHUAJIQITADEXINXIJISHUJINMIJIEHEZAIYIQI,WEIQIYEDEXIAOSHOU、KEHUFUWUHEJUECEZHICHITIGONGLEYIGEYEWUZIDONGHUADEJIEJUEFANGAN。SHIJISHANG,TASHIYIZHONGYIKEHUWEIDAOXIANGDEQIYEYINGXIAOGUANLIDEXITONGGONGCHENG。


北京11选5   CRMSHIXINXISHIDAISHANGWUJINGYINGDEZHONGYAOGONGZUO,TAYOUBIEYUCHUANTONGDEKEHUFUWUGUANLIYUKEHUFUWUGUANNIAN,ZHONGDIANZAIYUQIZHENGHEXING:ZHENGHEKEHUCELVE、XIAOSHOUCELVEYUZHOUXIANGDEFUWULIUCHENGGUANLI;ZHENGHEXIAOSHOUGONGGUAN、XIAOSHOUYUFUWUGONGNENGYULUOSHIKEHUGUANXIFUWU;ZHENGHECHUANTONGKEHUGUANLILILUNYUXINXIKEJI。CHONGFENLIYONGZUIXINDEXINXIJISHUYUGESHISHUZIFUWUGONGJUJITONGLU,YOUXIAOSOUJIKEHUXUQIU,JINERFENXIJIANLIKEHUXIHAOQINGXIANG,LIYONGXINXIKEJIYUZUISHIDANGSHIJI,TIGONGZUISHIHEDEFUWU,YIJIANLIKEHUDERENTONGGAN,JINERCHANSHENGZHONGSHENGOUMAIJIAZHI,CHENGWEIQIYELAIYITISHENGJINGZHENGLIYUFUWUPINZHIDELIQI。


2.供应链概述


  GONGYINGLIANSHIWEIRAOHEXINQIYE,TONGGUODUIXINXILIU、WULIU、ZIJINLIUDEKONGZHI,CONGCAIGOUYUANCAILIAOKAISHI,ZHICHENGZHONGJIANCHANPINYIJIZUIZHONGCHANPIN,ZUIHOUYOUXIAOSHOUWANGLUOBACHANPINSONGDAOXIAOFEIZHESHOUZHONG,JIANGGONGYINGSHANG、ZHIZAOSHANG、FENXIAOSHANG、LINGSHOUSHANG、ZHIDAOZUIZHONGYONGHULIANCHENGYIGEZHENGTIDEGONGNENGWANGLUOJIEGOUMOSHI。TASHIYIGEFANWEIGENGGUANGDEQIYEJIEGOUMOSHI,BAOHANSUOYOUJIAMENGDEJIEDIANQIYE,CONGYUANCAILIAODEGONGYINGKAISHI,JINGGUOLIANZHONGBUTONGQIYEDEZHIZAOJIAGONG、ZUZHUANG、FENXIAODENGGUOCHENGZHIDAOZUIZHONGYONGHU。TABUJINSHITIAOLIANJIEGONGYINGSHANGDAOYONGHUDEWULIULIAN、XINXILIAN、ZIJINLIAN,ERQIESHIYITIAOZENGZHILIAN,WULIAOZAIGONGYINGLIANSHANGYINJIAGONG、BAOZHUANG、YUNSHUDENGGUOCHENGERZENGJIAQIJIAZHI,JIXIANGGUANQIYEDOUDAILAILESHOUYI。


3.供应链管理与客户关系管理的融合


  ZAIRUJINDEMAIFANGSHICHANGXIA,QIYEZAIGUANLICENGMIANMIANLINDEZHUANBIANXIANDERIYITUCHUHEZHONGYAO,JIUSHIZHINENGSHANGCONGCHANPINGUANLIXIANGGUKEGUANLIZHUANBIAN,CONGJIAOYIGUANLIXIANGGUANXIGUANLIZHUANBIAN。ZAIGUKESHIHEXINDEQIYEZHONG,GUKEZHUDAOZHEQIYEDESHENGCHAN。XIAOSHOUHUODONG,ERBUSHICHANPINZHUDAOZHEIYIQIEHUODONG,GUKESHIZHUYAODESHICHANGQUDONGLI。YUSHI,GUKEDEXUQIU、GOUMAIXINGWEI、QIANZAIDEXIAOFEIPIANHAODENGDOUSHIQIYEMOUQIUJINGZHENGYOUSHIBIXUZHENGDUODEZHONGYAOZIYUAN。ERGUKEZUOWEIGONGYINGLIANSHANGDEZHONGYAODEYIHUAN,ZAIMAIFANGSHICHANGSHANG,GONGYINGLIANDEZHONGXINYEYAOYOUSHENGCHANZHEXIANGXIAOFEIZHEQINGXIEDE。GUKEGUANLIYAOCHENGWEIGONGYINGLIANGUANLIDEZHONGYAONEIRONG。


北京11选5   (1)GONGYINGLIANGUANLIDECHENGGONGBUJINSHISHENGCHANGUANLIDEYUNZUO,TONGSHIYEBAOKUOYINGXIAOGUANLIDEYUNZUO。GONGYINGLIANZHUYAOZAIYUYICHENGBENWEIHEXIN,YIQIEHUODONGWEIRAOZHEJIANGDIGONGYINGLIANSHANGDEZONGCHENGBENJINXING,NEIGUKEGUANXIZUOWEIZHONGYAODEYIGEHUANJIE,SHIZHIDEGUANZHUDE,BINGQIETONGGUOCRMDEYINJINKEYIYIFANGMIANTONGGUOYOUZHIDEFUWUXIYINHEBAOHUGENGDUODEKEHU;LINGYIFANGMIANTONGGUOCRMJIADADUIQIYEYEWULIUCHENGDEQUANMIANGUANLI。CRMYUSCMDEZHENGHEGUANLIBUJINKEYIDADAOJIANGDICHENGBENDEMUDE,HAIKEYICONGYINGXIAOJIAODUJIAQIANGLIANMENGDEKEHUFUWUHEKEHUGUANLIDESHUIPING。ERQIE,GONGYINGLIANGUANLIZAIFUWUKEHUSHUIPINGDEQUEDINGSHANG,BUYINGZHIZHANZAIGONGJIYIFANGKAOLV,ERYINGBAWOGUKEYAOQIU,CONGCHANPINDAOXIANGZHUANBIANWEISHICHANGDAOXIANG。CHANPINDAOXIANGXINGDEKEHUFUWUSHIGENJUGONGYINGFANGZISHENXUYAOJUEDINGDE,NANYISHIYINGGUKEXUQIU,RONGYIZAOCHENGFUWUSHEDINGDESHIBAI;ERSHICHANGDAOXIANGXINGDEKEHUFUWUZESHIGENJUJINGYINGBUMENDEXINXIHEJINGZHENGQIYEDESHUIPINGJINXINGDINGZHI。YINERNENGGENGJIAJIEJINGUKEXUQIU,BINGNENGDUIQIJISHIKONGZHI。


  (2)CRMYUSCMDEZHENGHECUJINXINXIGONGXIANG。TONGGUOCRMZHEIZHONGYINGXIAOLINIANDEJIANLI,SHOUXIANZAIQIYENEIBUYINGXIAORENYUANZHONGJIANJIANLIZHEIZHONGKEHUXINXIGONGXIANGDELINIAN,SHIXINXIZUOWEILIANMENGZHONGQIYEZHIJIANYIZHONGGONGXIANGZIYUANCUNZAI,BINGSHIZHICUNZAIYUQIYEYUANGONGZHONGHEQIYEDEYUNZUOGUOCHENGZHONG,CHENGWEIWEIRAO“KEHUZHUNZE”ZHEIZHONGQIYEFAZHANDEBENZHIYAOSUJINXINGGUANLIHUODONG。


  (3)CRMYUSCMDEZHENGHEKEYISHIQIYECHONGFENRENZHIGUKEDEHEXINXUQIU。20SHIJIJIUSHINIANDAIYILAI,SHANGPINJINRUCHENGSHUQIYIHOU,GUKEDUIYUSHANGPINDEBIJIAOBUJINJINZAIZHILIANGFANGMIAN,ERGENGCEZHONGYUBANSUISHANGPINGOUMAISUODEDAODEFUWU。WEILEKAOJINGUKE,BINGZUIDAXIANDUDEMANZUGUKEDEXUQIU,QIYEZAIRIYIJILIEDEJINGZHENGZHONG,YUELAIYUEZHONGSHIKEHUFUWU,YITISHENGZISHENJINGZHENGLI,BINGBAOCHIZHANGQIJINGZHENGYOUSHIDEMUDE。DANGKEHUGUANXIGUANLICHENGWEIZHENGGEGONGYINGLIANGUANLIDEYIFANGMIAN,ZEKEYIGENGJIAZHONGSHIGUKEXINDEXUQIU。


4.CRM在供应链中的地位和作用


  ZAIQIYEWAIBUXIAYOUGONGYINGLIANSHANG,KEHUGUANXISHIZUIWEIZHONGYAODEGONGYINGLIANCHENGYUANGUANXI。YINCI,KEHUGUANXIGUANLIYESHIXIAYOUGONGYINGLIANCHENGYUANZHIJIANGUANXIGUANLIDEZHONGDIAN。CONGGONGYINGLIANGUANLIDENEIRONGWOMENKEYIZHIDAO,KEHUSHIGONGYINGLIANGUANLIDEJIAODIAN,TEBIESHIYOUYUDANGQIANDEGONGYINGLIANYOUSHICHANGQUDONGDE“LA”SHIGONGYINGLIANMOSHI,YOUXIAODEKEHUGUANXIGUANLIHUIDUIZHENGGEGONGYINGLIANQIDAOQIANGYOULIDEDAOXIANGZUOYONG,TANENGDAOZHIXIAYOUGONGYINGLIANSHANGCHENGYUANJIANGENGHAODIGOUTONGHEXINXICHUANDI,WEIQIYENEIBUGONGYINGLIANHESHANGYOUWAIBUGONGYINGLIANDAILAIGENGZHUNQUEDIXUQIUYUCEHEGENGDADESHICHANGXUQIU,BINGJIANSHAOXUQIUBIANYI,SHIZHENGGEGONGYINGLIANDECHENGYUANNENGDUIGONGYINGLIANYOUKUAISUDEXIANGYING。RUGUOGONGYINGLIANSHANGDEMEIYIGEQIYEDOUNENGHENHAODIYINGYONGCRMGUANLIHAOXIAYOUYEWU,ZEHUISHIZHENGGEGONGYINGLIANNENGJUYOUGENGLIUCHANGDEYEWUGOUTONGHEXIEDIAO,GENGKUAISUDITUICHUXINCHANPINHEMANZUKEHUDEXUQIU,YIGENGDIDEGONGYINGLIANZONGKUCUNLIANG、GENGDUANDETIQIANQI、GENGGAODECHANCHULV、GENGKUAIDEXIANGYINGNENGLIHEGENGKEKAO、GENGZHUNQUEDEJIAOHUOHEFUWUNENGLI。


二、供应链环境下客户关系管理的对策建议


  (1)树立客户导向的经营理念。首先,要了解服务对象的需求。加强对市场和客户的细分,有针对性地设计个性化的服务和业务,通过定制服务、等级服务,全力满足客户多样化的需求成为企业提供服务的有效途径。其次是要树立“以人为本”的服务理念。卓有成效的服务策略的制定必须在有效的服务策略定位、深入的客户服务需求研究和遵循价值原则的客户细分基础上进行,而差异化服务策略要针对细分客户群进行服务内容、服务渠道和服务方式设计。通过对客户服务精准的定位,以有限的资源投入服务来实现企业和客户的价值最大化。


  (2)加快客户营销创新,树立市场形象。要实现以人为本的营销创新,决定了企业不仅要重视对员工创新意识、创新精神的培养和创新能力的训练,还要重视客户满意度和忠诚度的提升。在我国市场主体、市场竞争、市场边界和市场秩序等企业外部环境因素都已经发生根本性变革的今天,传统营销的作用日益弱化,必须不断地采用新的营销策略才能吸引客户。营销创新便是企业在“以客户为中心”的理念指导下,采用区别于传统营销的新观念、新方法、新举措、新途径,更好地为客户服务的营销创意实践活动,因而也是提升客户满意度的一种有效策略。


  (3)建立健全的组织结构。首先,根据管理目标来建立组织结构管理目标是组织的根本,离开目标的组织将是不切实际的组织,应以企业长期的发展方向作为管理目标,建立企业最基本的组织架构。其次要参照自身有关条件来健全组织结构健全组织结构是在建立组织结构基础上来实现的,这是在建立组织架构基础上的一个细化过程,要在人与事密切配合的前提,通盘考虑企业自身的条件,并参照所有影响企业的条件来健全组织结构。再次要注意管理层次及管理幅度要本企业相适合在实际制定中,对于组织结构中纵的管理层次与横的管理幅度的安排,必须周密考虑。一方面要维持适当的管理幅度,另一方面又要避免出现不必要管理层次。最后要注意避免出现越级管理或多人管一人的组织现象从实际工作情况来看,在每个员工上面监督管理的人越多,其管理效力越小。


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