寶潔公司CRM的經驗及其對國內企業的啟示

國際貿易論文編號:GM071    包括:開題報告及任務書,論文字數:11457,頁數:15

目   錄

1 引言 .................................2
1.1 CRM的主要功能 ......................2
1.2 CRM的意義 ..........................3
1.3 中國企業CRM現狀 ....................4
2 寶潔公司CRM的實施 ....................5
2.1 寶潔實施CRM的思路 ..................5
2.2 寶潔中國本土化的CRM應用 ............6
2.3 寶潔對CRM系統的應用 ................8
3寶潔實施CRM給國內企業的經驗啟示 .......10
3.1 實施CRM成功的關鍵因素 ..............10
3.2 實施CRM的對策 ......................12
參考文獻 ...............................14
致   謝 ................................15

摘   要

     經濟全球化所帶來的競爭加劇，使得顧客越來越成為當今企業最重要的資源之一。顧客的選擇在很大程度上決定了企業的生存和發展。市場已經由買方市場逐漸轉為賣方市場，經營活動也從“以產品為中心”向“以顧客為中心”轉移，CRM也隨著市場經營導向的轉變而不斷發展，并起到越來越大的作用。
而由于，現實意義的CRM是從20世紀90年代中期才開始發展的，短短十年時間，企業對其運用實施，還較為淺薄。特別是我國的企業，大多數對其已經有了較為明確地了解和認識，但是卻缺乏實施CRM的辦法和能力，使得目前中國市場只有像金融、證券、電信這樣的大企業才較為廣泛的使用CRM，而其他企業運用的缺乏，對他們自身的發展造成有較大的不利影響。特別是，現在國外企業已進入國內，國內企業的競爭壓力就更大，如果不能很好的將CRM進行運用實施，對于本土企業的生存和發展都會受到威脅。
本文通過對CRM的概述，并以寶潔公司成功實施CRM為例，對CRM的重要性進行闡述，從中總結出成功實施CRM的關鍵因素及對策，希望能對中國企業實施CRM提供經驗啟示。

【關鍵詞】CRM  寶潔CRM本土化  CRM系統  CRM實施對策

Abstract

The competition of Economic globalization has made the custom to be the one of most important recourses in enterprise. The option of the custom in most degree decide the live and development of the enterprise. The market had gradually changed to buyer’s market from seller’s market. And the management also changed from product-orientation to customer-orientation. CRM is gradually developing as the change of market management orientation and has more and more important effects.
The CRM begin to development from the middle of 1990’s. in the recent 10 years , CRM isn’t in full of use and operation. Especially for enterprise of china, although they have a clear understanding of CRM, but they less the ability to take it into practice, which make CRM just operating in big enterprise such as Finance、Exchange and Telecom. The lack use of CRM has caused bad effect to their development. Especially now the foreign enterprises had entered into Chinese market and our enterprises has more competition stress. If not make good use of CRM, our enterprises will face threatens in their process of development.
The thesis give simple summarize of CRM, and make the operation of CRM in P&G as an instance, give a elaborate of the importance of CRM, summarize the key factors and counter-policy, and hope to give some enlightenments to the operation of our enterprise.

【Key Words】CRM; Localization of CRM in P&G; CRM System; Countermeasure of CRM