EY公司CRM應用實證研究.pdf

1、重慶大學碩士學位論文EY公司CRM應用實證研究姓名：馬兵申請學位級別：碩士專業(yè)：工商管理指導教師：陳靜宇2002.11.1重鏖盔堂堡主堂焦迨塞———————立受!里AbstractAtfirst，ThispaperstatetheoryofCRM；secondly’IanalyzethemomentsituationofCRMprojectandstudythedeepreasonofhighrateofCRMfailure；thenI

2、studythecharacteristicofEYproductandcompetentsituation，currentcustomermanagementOnthebasisofaboveanalysis，ImakeitcleartoexecuteCRMgoalandvisionandwhatweshouldprepareforCRMexecutionResearchdeeplytherightactiontoexecuteCRM

3、，includingCRMpreparation，businessprocessreengineering，ideatraining，managementneed，softwareprogramandoperating，etcthenreviewingtheCRMprojectofEYandsuggestforCRMprojectingeneralmiddlesmallcorporateMajorstudyachievementofth

4、ispaper：CRMmearlsthechangefromproductcentrictocustomeroriented，reengineerthebusinessprocess，companyinstitutionandemployeeQualityserviceandmarketingalealwaysworkcloselybuttheyareseparatedtraditionallyfromQualityandservice

5、arethebaseofrelationbuiltupandmustbeintegratedtobemanagedifcorporatewantstoexecuterelationshipmarketingProjectbeginswitllorganizationreengineeringTosetupnewmarketingdepartmentistointegratethefunctionofqualityservice，mark

6、etinginordertosmoothlycoordmatecustomersalepersonandoperationdepartmentswithincompanyCRMismanagementideaandstrategynottacticsItisimportanttooperateundernewbusinessprocessandbuiltincorporationcultureofcustomerorientedinev

7、erycomerofcompanybeforestartingupCRMoperationThequestionofnewbusinessprocessmustbediscoveredandcorrectedintimeCRMisoneprojectoftimeconsumptionsocorporateneedstimetoanalyzehisneeds；CRMprovideralsoneedslimetocomprehenddeep

8、lycorporatebusinessandneeds，corporateshouldmakeareasonableprojectschedule，notonlyforprojectdeadline；toprogram，totestanddebugCustomizationCRMcanmeetcorporatespecialneeds，butitalsequiresthestrongerhumanresourcestoassureCRM