江西恒森纸业有限公司的客户关系管理研究及对策abc.docVIP

江西恒森纸业有限公司的客户关系管理研究及对策 JiangXi heng sen paper co., LTD. Customer relationship management research and countermeasures 作 者 声 明 摘 要 随着制造业的发展，各行业的市场逐渐趋向饱和或已经达到饱和，其市场的竞争越来越激烈，各个企业都想尽办法如何提升自己的核心竞争力，然而在产品差异不大的时候，如何比同行优一等成为重点考虑方向，于是企业家开始从如何处理与客户的关系着手，尽可能的留住老客户，不断开发新客户，展开自己的一系列工作。国外学者对此较早的展开了研究，并引入了一个新的理论，即客户关系管理理论，它的管理目标是在产品、管理与营销越来越相近的情况下运用客户关系管理实现客户关系差异，通过满足客户需求和帮助客户获利来留住客户，提升客户价值，是客户关系管理成为企业的核心竞争力。 本文通过对江西恒森纸业有限公司的现状描述，运用客户关系管理理论的知识，指出江西恒森纸业在客户关系管理上存在对市场认知不够全面、客户发展途径单一、客户分类不明确，没有科学的分类标准、产品单一，技术水平不高、资金技术较为薄弱等问题，并就存在的问题提出了相应的对策，主要有建立市场及主要竞争的信息资料、扩大客户发展方式、组织学习客户关系管理理论、合理的对客户进行分类、积极开展产品创新，增加产品种类、加大资金投入，寻求政府支持等。从而使客户关系管理工作在企业中更好地展开，使企业更好更长远地发展。 关键词：核心竞争力；客户关系管理；客户细分；江西恒森纸业有限公司； ABSTRACT With the development of manufacturing industry, the industrys market gradually saturated or have reached saturation, the market increasingly competitive, companies are trying to how to improve their core competitiveness, in the product difference, however, that how to than the optimal become key consideration direction, hence entrepreneurs start from how to deal with the relationship with customers, as far as possible to retain old customers, continuously develop new customers, launched a series of work. Foreign scholars research earlier, and introduces a new theory, namely the customer relationship management theory, its management target is becoming more and more similar in products, management and marketing using the customer relationship management (CRM) under the condition of implementing customer relationship, profit by satisfying customer needs and help customers to retain customers, enhance customer value, customer relationship management (CRM) become the core competitiveness of the enterprise. This article through to Jiangxi heng sen paper co., LTD., description of the current situation of customer relationship management theory knowledge, points out that Jiang Xihengs paper on the customer relationship management (CRM) the existence of market awareness is not enough com