客户关系管理系统在中小企业中的应用研究毕业论文.doc

本科毕业论文 （20_ _届） 客户关系管理系统在中小企业中的应用研究 摘 要 随着信息技术的发展和网络化经济的快速进步，传统的商业模式发生根本性的变化。很多行业所提供的产品和服务已日益商品化，产品的同质化倾向越来越强，独特的竞争优势越来越难以获得，业务比以前更具竞争性。信息技术的发展为企业带来了机遇，也带来了挑战。产品质量和价格不再是激烈的市场竞争中的竞争优势，客户关系管理成为了企业制胜的关键。客户关系管理是“以客户为中心”的现代管理理念和先进的IT技术结合的产物，能够提高企业的核心竞争力。 本文介绍了客户关系管理系统的内涵以及体系结构，还有主要的功能与作用，并分析了中小企业的特点和实施客户关系管理的必要性与可行性。然后根据中小企业在实施客户关系管理系统存在的问题与对策实现业务进程一体化管理，缩短销售周期，提高工作效率，优化工作流程，并为企业高层提供可靠、完整、科学的决策依据，从而真正为企业利益最大化，提升企业核心竞争力。同时，分析了宁波仲林文化用品有限公司实施客户关系管理系统的环境，提出一套适合公司自身发展的CRM实施方案，并分析其实施客户关系管理过程中的几个关键点，为其成功实施客户关系管理提出参考建议。 通过本次的客户关系管理系统的应用研究，一是旨在引起对客户关系管理的重视；企业更好的实施客户关系管理提供参考；三是从本人出发，站在理论的高度分析和解决问题，提高理论分析水平和解决实际问题的能力Abstract With the development of information technology and network of rapid economic progress, the traditional business model of fundamental has changed.Provided by many industries has become increasingly commercialized products and services, increasing homogeneity of products, strong, unique competitive advantage more difficult to obtain, the business more competitive than ever before.The development of information technology, business opportunities, and challenges.Product quality and price is no longer the fierce competition in the market competitive advantage, customer relationship management has become the key to winning business.CRM is customer centric concept of modern management and advanced IT technology with the product, can enhance their core competitiveness. In this paper, customer relationship management system introduced the content and architecture, as well as the main function and role, and analyzes the characteristics of SMEs and the need for the implementation of customer relationship management and feasibility. Then small and medium enterprises in the implementation of customer relationship management system problems and business processes to achieve integrated management of measures to shorten the sales cycle, improve efficiency, optimize workflow, and business executives to provide reliable, complete, and the scientific basis for decision making,