深圳市普旭電子有限公司智能溫控儀表營銷管理策略——CRM的應(yīng)用及思考.pdf

1、復(fù)旦大學(xué)碩士學(xué)位論文深圳市普旭電子有限公司智能溫控儀表營銷管理策略——CRM的應(yīng)用及思考姓名：黃松苗申請學(xué)位級別：碩士專業(yè)：工商管理指導(dǎo)教師：蔣青云2001.5.7星旦叁!!堅璺壘堂堡笙莖ABSTRACTThoughthemarketcapacityofMicroProcessorTemperatureControllersinShenzhenandDongguangrowsrapidlyeveryyear，moreandmoreent

2、erprisescompeteinthisareaandcustomer’SdemandiSchanginginahighspeedItisanimportanttaskofUShowtOfaceuptothechallenge，tosurmountthedifficultyandtoacquirecontinuesdevelopmentinthisbackgroundThemarketingtacticsthatplacesthepr

3、oductsinacoreposition，regardsCostandmarketshareastargetandpaysattentiotatoprofitrate0fsingleproductclearlycan’thelpUStofacethischallengeandreachthetargetAsreplacement，thenewtheoryCustomerRelationManagement(CRM)thatplaces

4、thecustomersinacorepositionregardscustomer’Ssatisfactionastarget，paysattentiontOestablishinglongCOoperationwithcustomersandgainingtheirall1ifevalLieisagoodselectionnow1nthehefirstchapter，researchbackgroundiSbriefedandIhe

5、questionthatisgoingtobesolvedisraisedThetheoryCRMiSexpoundedinthesecondchapterTocarryoutCRMsuccessfullyiSbasedoncustomer’Sknowledgemanagement，customers’connectiontechnoIogyandcustomers’economicsituationanalysisFourfactor

6、s，whicharecustomerportfoliomanagement，valuepropositiondesign，valueaddedroleaswellasrewardandrisksharing，determinethecustomerrelationshippotentialvalueTherearenosamewaytoimplementCRMtacticsindifferentIinesandenterprises，b

7、ecauseeveryenterprisehasitsspecialenvironmentsuchasIinecustomersandcompetitorsEssentialprerequisitetOcarryoutCRMistoknowthesethreefactorsdeeplySointhethirdchapterIinecustomcrsandcompetitorsofourcompanyisanalyzedclearlyTh

8、eforthchapteriSthemostimportantone，whichelaborateshowtOcal。吣OUt(1RMeffectuallyinourcompanyInordertosatisfycustomers’moredemandandanIargercustomerrelationshipvalue，itiSagoodwaytocstabIishstrategica11ianceandplanissetforth