广州烟草专局客户关系管理

论文编号:GS078  字数:21131,页数:31，有外文翻译

摘  要

 客户关系可以简单的定义为：一个获取、保持和增加可获利客户的过程。首先是一套先进的管理思想及技术手段，它通过将人力资源、业务流程与专业技术进行有效地整合，最终为企业涉及到客户或消费者的各个领域提供了完美的集成，使得企业可以更低成本、更高效率地满足客户的需求。
 客户关系管理是由1999年引入中国的,目前我国烟草工业企业还没有成功实施客户管理的案例,但客户关系管理严谨的科学性和巨大的效益性是勿庸置疑的。它成功的关键,除了要有一个相对较成熟的市场环境外,在实施的事前、事中、事后必须有一套科学的方法论指导。
 本文介绍了客户关系管理的概念及背景与国内外研究状况,分析了广州烟草专局在处理客户关系中所存在的问题，提出了实施客户关系管理的重要性,认为广州烟草专局实施客户关系管理方法及路径选择应从以下几方面入手：树立客户的观念、提高个性化服务、开展客户满意度管理、提升客户经理的服务质量、建立完善的客户信息数据库、完善客户服务系统以及开展服务创新。

关键词：客户关系, 服务, 烟草

Abstract

 The relationship of the customer can define in brief for: the process that can make a profit with the customer through obtains, keep and increases. a set of forerunner's management thought and the technique means first, it passes to carry on the human resource, the business process and professional technique availably to be integrated, and involved to each realm of the customer or the consumer to provide a perfect integration for the business enterprise, making the need that the business enterprise cans be lower cost and satisfies customer more high-efficiently.
 The customers relationship management to bring into China from 1999.But currently, our country tobacco industrial business enterprise hasn't yet succeeded to carry out the case example that customer manages, but the customer's relation management will no doubt that has it’s careful science and huge performance. The key to its successful, in addition to having an opposite of more mature market environment, and the implement of the before the event, at the event, after the event that might have a set of methodology of science to guide.
 This text introduced customer management related to its concept and background with the domestic and international research condition, analyzing tobacco in Guangzhou bureau the problem existed in the processing of dealing customers relationship. Also put forward the importance to how to implement customers relationship management, think about tobacco in Guangzhou bureau that carry out what are the methods among customers management and path choice should be following several aspects: Set up the customer's idea, raise characteristic service, executive the exhibition service, build up an customer satisfaction management and the service system of the customers’ information database, improve customers and promote customers’ service towards the quality of managers’.

Key words: customers relationship, service, tobacco

目      录
1  绪论………………………………………………………………………………….….….1
 1.1  题目背景及目的………………………………………………………….….……..1
 1.2  国内外研究状况...............................................2
 1.3  题目研究方法……………………………………………………………………....2
 1.4  论文构成及研究内容……………………………………………………………....3
2  广州烟草专局与客户关系的现状………………………………………………………...4
 2.1  广州烟草专局规模和现状…………………………………………………………4
         2.1.1  广州烟草专局的概况……………………………………………………...4
         2.1.2  广州烟草专局销售范畴…………………………………………………...5        
 2.1.3  烟草专局的行业特性……………………………………………………...5
 2.2  广州烟草专局客户服务部主要职责………………………………………………5
         2.2.1  客户关系管理……………………………………………………………...5
         2.2.2  卷烟市场维护……………………………………………………………...6
         2.2.3  卷烟品牌培育……………………………………………………………...8
 2.3  广州烟草专局与客户关系现状分析………………………………………………8
         2.3.1  客户关系管理的概述……………………………………………………...8
         2.3.2  烟草专局与客户关系的现状……………………………………………...9
3  广州烟草专局在处理客户关系中的问题……………………………………………….10
 3.1  体制的危机………………………………………………………………………..10
 3.2  客户定位不明确…………………………………………………… …………….10
 3.3  客户分类标准不明确……………… …………………………………………….11
 3.4  企业与部门的绩效考核体制欠完善……………………………………………..12
 3.5  终端客户维系基础不牢固……………………………………… ……………….12
    3.6  客户经理对客户关系管理缺乏重视………… ………………………………….13
4  广州烟草专局处理客户关系存在问题的原因………………………………………….14
 4.1  “入世”带来的冲击………………………………………………………………14
 4.2  烟草体制现有体制与网络设施欠匹配…………………………………………..14
 4.3  零售终端新业态迅猛发展………………………………………………………..15
 4.4  国家对烟草行业的重新规范……………………………………………………..15
5  广州烟草专局实施客户关系管理的重要意义………………………………………….16
 5.1  有效地与客户互动…………………………………………………………………16
 5.2  通过业务智能化的分析提升客户价值……………………………………………16
 5.3  优化市场价值链条…………………………………………………………………16
 5.4  展示烟草形象的重要标志…………………………………………………………17
 5.5  有效提高烟草专卖局运作效率及降低成本………………………………………17
6  广州烟草专局实施客户关系管理的对策……………………………………………….18
 6.1  树立客户至上的观念………………………………………………………………18
 6.2  提高个性化服务……………………………………………………………………18
       6.2.1  系统的客户档案…………………………………………………………….18
       6.2.2  科学的客户分类…………………………………………………………….19
       6.2.3  准确定位客户……………………………………………………………….21
       6.3.4  增值的客户服务…………………………………………………………….21
 6.3  加强终端服务………………………………………………………………………..22
 6.4  提升客户经理的服务质量…………………………………………………………..22
 6.5  开展客户满意度管理………………………………………………………………..25
 6.6  建立完善的客户信息数据库………………………………………………………..26
 6.7  完善客户服务系统…………………………………………………………………..27
 6.8  开展服务创新………………………………………………………………………..28
结论…………………………………………………………………………………………...29
参考文献……………………………………………………………………………………...30
致谢…………………………………………………………………………………………...31
附录…………………………………………………………………………………………...32

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