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1、武 汉 大 学 工程硕士专业学位论文烟草客烟草客户户关系管理系关系管理系统统的的应应用方案分析用方案分析Analysis and Design of CRM in Tobacco BusinessBy May，2011郑郑 重重 声声 明明本人的学位论文是在导师指导下独立撰写并完成的，学位论文没有剽窃、抄袭、造假等违反学术道德，学术规范和侵权行为，否则，本人愿意承担由此而产生的法律后果和法律责任，特此郑重声明。学位论文作者: 2011 年 5 月 1 日-I摘要企业关注的焦点将随着市场竞争的日趋激烈而从内部运作和管理的改进 和加强向客户关注上转移。有效研究、管理和利用客户信息对企业的发展与决策
2、起着这关重要的作用。国内烟草行业传统的营销与管理手段已无法满足日渐复杂激烈的竞争环境，急需一套与该行业特点相适应的客户关系管理系统（后文称 CRM）来降低成本、提高销售额、提升利润与“消费者、零售商和工业企业”的“三满意”程度，提供一对一的有效营销手段，实现差异化服务，最终在“按客户订单组织货源”和“卷烟需求预测”工作上发挥关键有效的作用。 本文基于当前烟草行业专卖专营的特性，着力研究出一种与我国烟草行业相适应的 CRM 应用模式来作为该行业发展与应用的操作实施依据，提供该行业新的经济增长点。 专卖专营体制下的烟草行业业务特点与流程是该行业 CRM 项目建立的基础和依据。CRM 系统是专卖、营
3、销等系统紧密相关而并非孤立存在的。本论文以烟草行业需求分析为基础，以对应功能的分析为依据整理应用思路来对现有 CRM 软件做出分析与选择，挖掘实施项目的最关键因素，设计项目的关键路线图和实施步骤，将分析项目的应用效益和行业实际情况相结合，对该行业 CRM 项目的管理与实施方案进行分析和讨论。 省级烟草行业与客户关系管理相关的业务模型是基于其行业特点构建的。销售计划管理、促销管理、客户管理和客户评价等十一个功能模块都是从信息化整体结构角度分析该行业 CRM 系统后设计的。 本论文对实施 CRM 的关键因素做出了研究，提出了导入理念、构建团队、 明确需求、设计计划、产品及供应商选择和系统安装与实施
4、六个步骤。通过 CRM 项目实施中的问题与解决方法来对 CRM 系统的应用进行研究，同时通过 CRM 利润链与价值链对烟草行业 CRM 的应用效益进行研究。 关键词：关键词：项目实施管理 卷烟需求预测 客户关系管理 客户满意度分析IIAbstractThe focus will be business as the market competition becomes more intense from the internal operation and management to improve and strengthen the customer focus on the transf
5、er. Effective research, management and use of customer information and decision- making on the development of enterprises play a crucial role in this. Domestic tobacco industry, the traditional means of marketing and management has been unable to meet the increasingly complex and competitive environ
6、ment, need a set of features compatible with the industrys customer relationship management system (later known as CRM) to reduce costs, increase sales, improve profits and “Consumers, retailers and industrial enterprises,“ the “three-satisfaction“ level, providing an effective one to one marketing
7、tool to differentiate their services and, ultimately, “organized by customer order supply“ and “Cigarette Demand,“ play a key work effective role. This monopoly franchise based on the current characteristics of the tobacco industry, focus on the tobacco industry in China has developed a suitable mod
8、el for CRM applications development and application of the industry based on the implementation of the operation, providing the industry a new economic growth point. Monopoly franchise business under the system features and process the tobacco industry is the sector CRM projects to establish the bas
9、is and foundation. CRM system with the monopoly, marketing, and other closely related systems and not exist in isolation. In this thesis, based on analysis of the tobacco industry needs to correspond to the functional analysis based on the thinking of finishing applications made to the existing CRM
10、software analysis and selection, to explore the most critical factor in the implementation of projects, design projects and the implementation of the key steps in the road map, application of the project will analyze the effectiveness and the actual situation of the industry combined with the indust
11、ry project management and implementation of CRM programs are analyzed and discussed. Provincial tobacco industry and customer relationship management business model is built based on their industry characteristics. Marketing program management, promotion management, customer management and customer
12、evaluation of the eleven modules of information are from the perspective of the overall structure of the industry after the CRM system design. In this thesis, the key factors of CRM implementation has made research into the concept put forward to build the team, clear requirements, design, planning,
13、 product and vendor selection and system installation and implementation of six steps. CRM project implementation through the problems and solutions in the CRM system to the application of research, through CRM Profit Chain and Value Chain CRM applications on the effectiveness of tobacco industry research. Key words: project management cigarette demand forecasting customer relationship IIImanagement Customer SatisfactionIVV目录摘要摘要.IIIAbstract.III第第 1 章章 绪论绪论.11.1 研究背景.11.2 课题来源.11.3 国内外研究现状以及发展趋势.11.4 研究目标及研究内容.21.5 本文的组织结构.
