CRM戰(zhàn)略，新世紀(jì)營銷的利劍——先正達(dá)公司CRM戰(zhàn)略制定與建設(shè)的分析.pdf

1、復(fù)旦大學(xué)碩士學(xué)位論文CRM戰(zhàn)略，新世紀(jì)營銷的利劍——先正達(dá)公司CRM戰(zhàn)略制定與建設(shè)的分析姓名：姜旭菁申請學(xué)位級別：碩士專業(yè)：工商管理指導(dǎo)教師：呂巍20021030業(yè)業(yè)坐羞塑羞￡墮絲墮!塹世絲螢熊鰱型劍=二左正鯊壘固￡些縫墮劍室量建照盟僉盤ABSTRACTAreyoustilltroubledwithuncertainandfastidiouscustomersAreyoustillstrugglingonhowtomaintainand

2、managethecomplicatedcustomerrelationshipDoyouevennotrealizethatyourcustomeriSundersubstantialchangesDoyoufeelhelplesswhenyourcustomeriSunnoticeablygoingawayfromyouSolution：Nothingwouldbemoreimportantthanestablishingacomp

3、rehensiveandefficientcustomerrelationshipThiSarticletreatsthebiggestagrochemicalcompanyintheworld，Syngenta，asaclueReferringtolotsoffactualmaterials，itClearlyanalyzesthedesignandestablishmentofCRMstrategywithcommonlanguag

4、esTheauthormakesadeepanalysisaboutthereasonoffailureofestablishmentofCRMsysteminmanycompanies，whichtellsthekeyfactorofthesuccessofCRMstrategyTheSUCCESSoftheimplementationofCRMstrategymustbeginwiththedesignofCRMstrategyFi

5、rst，enterprisesmustClearlyunderstandthecustomermarketsegment：Second，enterprisesmustsetupthecustomer—focusstrategyaccordingtocustomermarketsegment：Third，enterprisesmustbuiIdthecompanycultureofcustomerorientation；Fourth，ac

6、ustomerorientedteamshouldalsobesetup：Fifth，enterprisesneedtoimplementacustomizedCRMsystemaccordingtotheirbusinessmodelSThus。itwillimprovetheefficiencyofthebusinessoperationaftertheapplicationofCRMsystem：maximizethecustom

7、ervalueandbusinesSprofitThecompetirivemarketalwaysasksforhigh—qualityproductswithcheappriceEnterprisesnotonlyneedstosatisfythecustomer’Sneedsoftheproductsaccordingtomarketsegment，hutalsoneedstoprovidetailormadeinnovation