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1、政府与社会组织共同成长政府与社会组织共同成长VTC项目在佳木斯-民政局政府更新了政府更新了 管理观念管理观念社会组织社会组织 增强了自律增强了自律佳木斯简介佳木斯简介VTC项目在佳木斯20082008年年1 1月月-2008-2008年年9 9月月Add Your Title here 2008 1、 28 培训班培训班20089、3媒体沙龙媒体沙龙20083、3培训者培训培训者培训2期期 20081、27研讨会研讨会研讨会主题主题管理、服务、发展管理、服务、发展主办方主办方承办方承办方民促会、黑龙江省民政厅佳木斯市民政局、佳木斯市可持续发展协会参加人参加人省民政厅以及各地市民政局的领导 全省
2、十三个地市 民间组织管理工作者 及民间组织代表 共120余人研讨会现场研讨会现场能力建设培训主题主题民间组织能力建设主办方主办方承办方承办方民促会、黑龙江省民政厅佳木斯市民政局、佳木斯市可持续发展协会参加人参加人全省十三个地市 民间组织管理工作者 及民间组织代表 共43人上海上海上海上海 社会学博士贾影社会学博士贾影社会学博士贾影社会学博士贾影培训班学习现场培训班学习现场培训班学习现场培训班学习现场媒体沙龙主题主题媒体与公益事业发展主办方主办方承办方承办方民促会佳木斯市民政局、佳木斯市可持续发展协会参加人参加人省报、省电台、佳木斯市日报、晚报、电台、电视台、市政府网站及相关媒体30余人TOT培
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94、re, change direction to Y因 此 ， 转 向 Y 前 进 Therefore, shift focus to Y因 此 ， 转 移 重 心 到 YTherefore, take steps to fix X因 此 ， 设 法 解 决 X流程：线性TextTextTextTextTextTextTextTextTextTextTextTextTextTextTextTextTextTextTextTextTextTextTextText流程流程: 圆周式圆周式TextTextTextTextTextTextTextTextTextTextTextTextTextTextT
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96、Text食用油项目各环节均以项目管理机制运行团队分工程序计划控制 项目发起人 项目指导委员会 项目领导小组 项目各工作组项目联络人 明确团队各级成员的分工 明确各工作组分工 明确小组长职责和联络人职责 向谁负责获得授权信息交流程序如何汇总任务细分关键路径时间计划交付物要求责任人项目会议 偏差分析计划调整资源再分配行业研究立项报告尽职调查投资计划投资实施立项报告简介棉油市场定位棉油市场定位未来有品牌、渠道扩张潜力未来有品牌、渠道扩张潜力竞争策略竞争策略行业有空间、有机会行业有空间、有机会2002年全行业销售收入800亿，2005年将达到950亿近7年年均增长率为7.7%,今后20年的年均增长率为
97、6%国家政策有利于介入前二十大企业占24%市场份额，行业集中度低，存在整合机会;培育持久的低成本原料控制能力以规模生产形成低成本优势排名前十位的品牌企业的市场占有率为10%，存在品牌扩张的空间。产品直接面向终端消费者，有利于品牌和渠道的建设；目标市场为新疆、甘肃、四川、陕西、山西等五省的居民消费以低价格赢得客户市场细分客户需求竞争分析主机业务定位关键成功因素92年日立、富士通同样性能的大型机价格是IBM的3040，抢夺了市场到92年IBM市场占有率下降到40以下可靠性高优良服务和技术支持价格合理技术先进忠实的客户群技术领先竞争力强的成本包括软件、应用、网络、信息等在内的全面服务能力客户端服务器
98、大型主机超大型主机及配套的服务机会/问题最大的大型机客户群体，希望有稳定、可靠、技术全面的供应商价格差别太大时，客户会转向竞争对手新的技术方案可能会使成本大规模降低市场规模受到小型机的冲击客户普遍对IBM不满Organizational beliefs and strategy alternatives identified in the situation assessment are translated into hypotheses for testing.SituationAssessmentHypothesis List DevelopmentSurvey CollectionDa
99、ta Coding and Utility CalculationInstrument Design and TestingField Administration PreparationSample Quota Design and List PullData Analysis生命周期管理生命周期管理信息和客户抱怨管理信息和客户抱怨管理客户服务概念客户服务概念市场细分计划市场细分计划Source: Roland Berger & Partners现存的CRM系统应该根据其与整体CRM战略集成的潜在可能性进行评估缺乏战略性向导和过缺乏战略性向导和过程定位程定位v客户生命周期管理客户服务预期客户
100、服务预售售后客户服务新客户拓展计划激活/恢复计划v媒体周期管理服务卡片 (计划首次升级)服务项目部分II/IIIv集成的客户生命周期管理和媒体管理服务卡(计划二次升级)v信息管理预期的客户服务v客户抱怨管理回应实践的定义让客户平静下来的方法预先的回应/恢复要求v交易服务项目客户维持 服务券v服务项目新的电子媒体实际接触论坛陈述技术/历史论坛附加服务 游览补助范围的扩大品牌/老客户俱乐部灵活性的担保v奖励计划VIP服务v其他客户组企业迅捷管理行业客户服务重要客户服务出租车客户出租车客户计划v年龄组计划年轻人v年轻人计划项目举例：优秀的项目举例：优秀的OEM的现有的现有CRM系统的分析系统的分析M
101、UC-0260-90099-02-72a.ppt185各个目标的重要性应该根据其相关性进行交互式定义项目举例：电子商务战略的目标系统项目举例：电子商务战略的目标系统提高股东价值提高股东价值提高收益率提高收益率(31%)强化品牌强化品牌(35%)提高渠道管理提高渠道管理(34%)销售失败的避免 (7%) 提高销售额 (6%)电子商务企业的ROI (6%)渠道成本降低(6%)改良的计划 (6%)客户维持 (8%)客户获得 (7%)品牌贡献 (7%)网站忠诚度 (6%)与品牌战略匹配 (7%)客户数据/预期的控制(9%)服务质量 (7%)一致性的供应 (6%)三大竞争产品 (5%)进入市场的时间 (
102、7%)Source: Roland Berger & Partners举例举例客户细分客户细分客户维持项目客户维持项目系统系统合作合作Source: Roland Berger & Partners汉莎航空公司的 “Miles&More”就是一个全面的、非常成功的客户维持项目根据乘坐汉莎和其合作者的飞行路程对客户进行细分根据客户不同进行区别对待：沟通预算v频繁乘客：43 DM p.a.v普通乘客: 6 DM/p.a.为频繁乘客设计的“Miles & More”忠诚项目360万会员，其中v160万活跃会员v22万频繁乘客将频繁乘客数量提高20营销与销售部门中的数据库管理和IT系统称为核心能力通过
103、广泛的合作关系对客户维持项目进行延伸v飞行联盟v旅馆v汽车出租公司v.标杆标杆CRM是营销和销售中的关键流程为接受所有产品为接受所有产品/服务的客户创造最大价值服务的客户创造最大价值市值最大化市值最大化零缺陷配送零缺陷配送提高忠诚度提高忠诚度/获得目标客户获得目标客户在需求满足最大化条件下在需求满足最大化条件下使流程时间最小化使流程时间最小化品牌管理品牌管理产品产品/服务生命周期管理服务生命周期管理客户关系管理客户关系管理销售计划销售计划/控制与控制与“订单配送订单配送”服务服务ET/附件附件.vNSC, 进口进口v零售零售新的新的/已有媒介已有媒介销售服务敏捷销售直接商务(电子商务)地域销售
104、项目举例项目举例Source: Roland Berger & Partners强大的内部团队和外边合作为客户提供一步解决的方案举例举例: Joint acquisition with CC InfoCom and Lisbon officev汽车行业的经验商业模型客户细分要求销售渠道管理v其他行业的经验航空业银行业医疗保健Broad Vision朗讯科技Siebelv客户关系管理vExternal partners持续的客户关系34v开发客户利开发客户利益，如益，如 增值服务客户化供应v信息分析v客户客户描述描述购买行为预测监控的成功产生/记录客户数客户数据据21确认确认与客户的最初接触最初
105、接触0v外部合作者必须辨别并遵守一些技术性的成功要素Source: Roland Berger & Partners技术性的成功要素技术性的成功要素安全安全防火墙的安装必须为各个安全层级设定不同的进入权限为每个客户设定密码设计简单的页面结构以方便浏览，也提高页面出现的速度各个界面(集团企业，客户，物流供应商）都需要安装双向的数据交流工具平台结构必须组件化，必须能够连接将来的应用软件和模块系统应该100可靠需要建立系统的可测量性来应对数据量的不多增值用户友好性用户友好性可测量性可测量性交互连接交互连接结构结构可靠性可靠性呼叫中心解决方案的实施必须面向交叉合作和供应商的特殊需求呼叫中心解决方案呼叫
106、中心解决方案交叉合作的需求交叉合作的需求v呼叫中心v的特殊需求v供应商需求战略目标战略目标维持/扩展市场地位提高周转率扩展新业务提高生产率维持/提高利润率降低内部成本结构Source: Roland Berger & Partners交叉合作需求的目标可以分为定性目标和定量目标交叉合作需求交叉合作需求定性目标定性目标定量目标定量目标受激励的雇员更长的开放时间维持最大的可获得性快速而简单的流程通过标准化报告控制流程最优化更有效的流程典型优势提高客户满意度提高客户满意度提高客户维持度（周转率）提高客户维持度（周转率）提高生产率降低成本降低成本维持/提高市场份额维持/提高销售额Source: Rol
107、and Berger & Partners41Last Modified: 2004兺06懍14粧 10:11 湰屃2004兺06懍14粧*Source:CONFIDENTIAL42Last Modified: 2004兺06懍14粧 10:13 湰屃2004兺06懍14粧*Source:CONFIDENTIAL44Last Modified: 2004兺06懍14粧 10:13 湰屃2004兺06懍14粧*Source:CONFIDENTIAL45Last Modified: 2004兺06懍14粧 10:13 湰屃2004兺06懍14粧*Source:CONFIDENTIAL46Last
108、Modified: 2004兺06懍14粧 10:13 湰屃2004兺06懍14粧*Source:CONFIDENTIAL47Last Modified: 2004兺06懍14粧 10:13 湰屃2004兺06懍14粧*Source:CONFIDENTIAL52Last Modified: 2004兺06懍14粧 10:13 湰屃2004兺06懍14粧*Source:CONFIDENTIAL53Last Modified: 2004兺06懍14粧 10:13 湰屃2004兺06懍14粧*Source:CONFIDENTIAL64Last Modified: 2004兺06懍14粧 10:14
109、湰屃2004兺06懍14粧*Source:CONFIDENTIAL66Last Modified: 2004兺06懍14粧 10:14 湰屃2004兺06懍14粧*Source:CONFIDENTIAL67Last Modified: 2004兺06懍14粧 10:14 湰屃2004兺06懍14粧*Source:CONFIDENTIAL68Last Modified: 2004兺06懍14粧 10:14 湰屃2004兺06懍14粧*Source:CONFIDENTIAL69Last Modified: 2004兺06懍14粧 10:14 湰屃2004兺06懍14粧*Source:CONFIDE
110、NTIAL70Last Modified: 2004兺06懍14粧 10:14 湰屃2004兺06懍14粧*Source:CONFIDENTIAL71Last Modified: 2004兺06懍14粧 10:14 湰屃2004兺06懍14粧*Source:CONFIDENTIAL102Last Modified: 2004兺06懍14粧 10:15 湰屃2004兺06懍14粧*Source:CONFIDENTIAL103Last Modified: 2004兺06懍14粧 10:15 湰屃2004兺06懍14粧*Source:CONFIDENTIAL124Last Modified: 200
111、4兺06懍14粧 10:16 湰屃2004兺06懍14粧*Source:CONFIDENTIAL154Last Modified: 2004兺06懍14粧 10:17 湰屃2004兺06懍14粧*Source:CONFIDENTIAL155Last Modified: 2004兺06懍14粧 10:17 湰屃2004兺06懍14粧*Source:CONFIDENTIAL197Last Modified: 2004兺06懍14粧 10:19 湰屃2004兺06懍14粧*Source:CONFIDENTIAL199Last Modified: 2004兺06懍14粧 10:19 湰屃2004兺06懍14粧102030405060708090*Source:CONFIDENTIAL200Last Modified: 2004兺06懍14粧 10:19 湰屃2004兺06懍14粧1/41/23/4EF*Source:CONFIDENTIAL
