客戶關(guān)系管理在超市零售業(yè)應(yīng)用中的問題分析與對(duì)策.doc

of 16 session brought to adhere to people-oriented, all-round, coordinated and sustainable scientific development view, promoting economic and social and human development. The core of the scientific Outlook on development is people-oriented. Implement the scientific concept of development and first implementation of people-oriented requirements. Office of the Party Committee of this years work, we have to firmly establish the idea of people-oriented philosophy, richness of understanding the people-oriented, seriously implement people-oriented requirements correctly grasping the practice of people-oriented, through people-oriented three services working process, pushing the city Party Committee Office work to a new level. Investee (b) investee by people-oriented, in the final analysis is centred, human premise, a human-powered, human purpose. People-oriented thinking long. As early as the spring and Autumn period of more than 2000 years ago, Qi Guan Zhong: overlord of the beginning, and people-oriented. Principle of the solid. For thousands of years, traditional Chinese political culture there is a wide variety of people-oriented thought. Pan Gengs people to the Duke of Zhous protect and then to Confucius man, from his your KingLight to the idea of Grand boat water and then to advocate since the Han and Tang dynasties nation , these useful idea is, is the country of the people, political sources. The rulers of people, the San Zhi bei yan; the rulers of thin people, then died suddenly. The West ever since the Renaissance, it is because of the rise of humanism, really started to self awareness, self discovery and self-reflection. Predecessors in criticism of Marx and Engels thought on the basis of the outcome of, according to the great discovery of historical materialism, reveals the true nature of human existence, the ideology was essential and strongly suggests, as provided. In 1894, the Engels from Marxs writings, singled out his favorite passage for the new century weekly solemn inscriptions: there, the free development of each is the free development of all people. In modern society, people-oriented thinking more and more attention. People generally regard it as a kind of economic and social development, a principle, a requirement, as a need to maintain the interest of the people of, a pursuit, a purpose. This idea was praised, with the profound connotation and practical significance. Investee 1. people answering epistemological questions and answered the questions of methodology. People contains a profound philosophical, epistemological and methodological significance of science. Known as epistemology, refers to the theories on the relationship between knowledge and practice. In the view of Marx and Engels, man is mans world, is the State, society, and history writers and characters. In other words, the world is one world, society is human society. We know the society, starting from the people to observe; we know the practice, from the people to study; we knew Office work, from the people who set out to explore. Ignoring this, will she seek 客戶關(guān)系管理在超市零售業(yè)應(yīng)用中的問題分析與對(duì)策摘要：超市零售企業(yè)多業(yè)態(tài)經(jīng)營(yíng)，倉(cāng)儲(chǔ)式大型超市、中等規(guī)模超市、連鎖便利店多業(yè)態(tài)綜合發(fā)展，百貨連鎖業(yè)也有了很大發(fā)展。但目前還存在一些問題，尤其是在客戶關(guān)系管理方面的不足，嚴(yán)重的制約零售企業(yè)健康發(fā)展。關(guān)鍵詞：客戶關(guān)系管理 零售業(yè) 客戶滿意度一、客戶關(guān)系管理在零售業(yè)應(yīng)用中的問題分析近10年來，crm系統(tǒng)在國(guó)內(nèi)零售業(yè)中已經(jīng)得到一定應(yīng)用?；趀di系統(tǒng)和pos系統(tǒng)的簡(jiǎn)單crm應(yīng)用已在相當(dāng)部分國(guó)內(nèi)零售企業(yè)中實(shí)施。但crm系統(tǒng)應(yīng)用還是過于簡(jiǎn)單和保守，或是停留在技術(shù)層面。零售業(yè)要實(shí)施完整合理的crm系統(tǒng)方案，面臨著一系列的問題：（一）數(shù)據(jù)收集與信息分析方面的問題crm要求對(duì)客戶分而治之。在此之前必須進(jìn)行客戶細(xì)分。而客戶細(xì)分需要詳盡的客戶資料，了解各類客戶的屬性。零售業(yè)中的客戶資料龐大繁雜且收集困難，而且每日的客戶變化量大。零售企業(yè)在客戶數(shù)據(jù)收集方面缺乏有效的手段，僅通過諸如pos（電子收款）系統(tǒng)簡(jiǎn)單收集數(shù)據(jù)。而這些數(shù)據(jù)無法體現(xiàn)客戶的多元化屬性。而在面對(duì)海量的客戶數(shù)據(jù)時(shí)由于沒有運(yùn)用crm中豐富的數(shù)據(jù)挖掘技術(shù)，對(duì)客戶需求缺乏深入挖掘，從而無法進(jìn)行客戶細(xì)分。（二）營(yíng)銷管理方面的問題crm要求企業(yè)為目標(biāo)客戶實(shí)施“一對(duì)一營(yíng)銷策略”和提供個(gè)性化服務(wù)。而在實(shí)際應(yīng)用中，許多零售企業(yè)盡管引進(jìn)了crm系統(tǒng)，但并未利用系統(tǒng)實(shí)現(xiàn)營(yíng)銷自動(dòng)化，根據(jù)各種客戶群的需求設(shè)計(jì)個(gè)性化營(yíng)銷活動(dòng)方案，尤其是對(duì)于為企業(yè)創(chuàng)造80%利潤(rùn)的出于頂部20%的客戶。零售企業(yè)采取平均投資的策略，使得其設(shè)計(jì)的營(yíng)銷活動(dòng)面向于所有客戶。（三）接觸渠道選擇方面的問題零售企業(yè)在選擇與客戶溝通渠道時(shí)，往往會(huì)采用傳統(tǒng)的電話訪問和直接接觸，而如網(wǎng)絡(luò)在線服務(wù)，電子郵件和移動(dòng)通信等渠道較少用到。而在銷售方面，零售企業(yè)也以實(shí)體為主，網(wǎng)上銷售的只占3%-4%。溝通渠道與銷售渠道的單一使企業(yè)錯(cuò)過大量客戶。二、解決客戶關(guān)系管理應(yīng)用中問題的方法（一）運(yùn)用多元化的客戶數(shù)據(jù)收集方式1、會(huì)員制會(huì)員制是零售業(yè)較為常見也是非常有效的一種客戶數(shù)據(jù)收集方式。會(huì)員制對(duì)于零售企業(yè)有三種重要作用。（1）通過會(huì)員制，零售企業(yè)可以為會(huì)員設(shè)計(jì)營(yíng)銷活動(dòng)，為其提供個(gè)性化的服務(wù)，加強(qiáng)與會(huì)員的信息溝通和情感溝通，增強(qiáng)會(huì)員對(duì)企業(yè)的歸屬感。（2）通過會(huì)員制，企業(yè)可以收集到大量會(huì)員基本情況和消費(fèi)信息。商店通過會(huì)員卡申請(qǐng)表掌握顧客的姓名、性別、年齡、出生日期、身份證號(hào)碼、學(xué)歷、個(gè)人收入、通訊地址、電子郵箱、手機(jī)號(hào)碼等等企業(yè)對(duì)客戶進(jìn)行分析的可靠信息資源。2、電子商務(wù)在互連網(wǎng)高速發(fā)展的今天，電子商務(wù)應(yīng)用也得到迅速推廣。基于開放的internet環(huán)境電子商務(wù)應(yīng)用包括廣告，網(wǎng)上購(gòu)物，電子支付與結(jié)算以及網(wǎng)上售后服務(wù)等。企業(yè)搭建自己的電子商務(wù)和自助服務(wù)網(wǎng)站。顧客可隨時(shí)在企業(yè)的網(wǎng)站購(gòu)物，瀏覽最新的商品信息和咨詢售后服務(wù)。3、呼叫中心基于cti技術(shù)的現(xiàn)代呼叫中心可為客戶提供每周7天，每天24小時(shí)的全天候服務(wù)，能為客戶提供包括傳統(tǒng)的語(yǔ)音，ip電話，電子郵件，傳真，短信息等多種通信方式選擇；能為零售企業(yè)收集市場(chǎng)情況，客戶資料，增加銷售潛力；維護(hù)客戶忠誠(chéng)度，讓客戶感受到價(jià)值。（二）實(shí)施數(shù)據(jù)倉(cāng)庫(kù)建設(shè)和技術(shù)開發(fā)crm最關(guān)鍵和最基本的支撐力量是深入而可靠的客戶數(shù)據(jù)。因此數(shù)據(jù)庫(kù)及其相關(guān)技術(shù)是crm中的重要組成部分。目前，零售業(yè)在客戶數(shù)據(jù)的獲取渠道，存儲(chǔ)與管理，共享與使用方面存在明顯不足。零售企業(yè)在考慮自身的經(jīng)濟(jì)條件下，有重點(diǎn)、分步驟地進(jìn)行系統(tǒng)構(gòu)建。（三）運(yùn)用數(shù)據(jù)挖掘技術(shù)進(jìn)行客戶細(xì)分?jǐn)?shù)據(jù)挖掘模型在零售業(yè)起著非常重要的作用,主要體現(xiàn)在以下幾方面：1、獲取新客戶的宣傳活動(dòng)的定位響應(yīng)建模,將會(huì)以同樣的營(yíng)銷成本帶來更多的新客戶。2、生命周期價(jià)值建模,可以識(shí)別那些從長(zhǎng)遠(yuǎn)角度很可能成為創(chuàng)利客戶的潛在客戶。3、交叉銷售和提升銷售定位模型,用來提高現(xiàn)有客戶的利潤(rùn)。4、流失模型,識(shí)別很可能降低或停止現(xiàn)有活動(dòng)水平的客戶。在這樣的客戶離開前識(shí)別出他們,就可以采取行動(dòng)來保留他們。（四）整合與顧客的溝通渠道crm整合了多元化的顧客溝通渠道，零售業(yè)可以充分利用各種渠道和媒介與顧客接觸。傳統(tǒng)的渠道有廣播電視，報(bào)刊雜志等。企業(yè)通過這些渠道主動(dòng)與顧客接觸，宣傳相關(guān)企業(yè)信息。（五）實(shí)施個(gè)性化服務(wù)與一對(duì)一營(yíng)銷策略“一對(duì)一營(yíng)銷”術(shù)語(yǔ)是由美國(guó)的唐佩伯斯和馬莎羅杰斯博士與20世紀(jì)90年代中期提出的。該理念的核心是以“客戶占有率”為中心。一對(duì)一營(yíng)銷通過與每一位客戶一對(duì)一的溝通，了解和把握每一位客戶的需求，提供個(gè)性化的產(chǎn)品和服務(wù)來滿足他們的需求，從而更好地實(shí)現(xiàn)企業(yè)利益的活動(dòng)過程。零售業(yè)根據(jù)客戶細(xì)分結(jié)果以及不同目標(biāo)客戶群的相關(guān)個(gè)人信息，了解客戶的需求，為目標(biāo)客戶群量身設(shè)計(jì)個(gè)性化的營(yíng)銷方案和服務(wù)方案。crm的本質(zhì)是以客戶價(jià)值為中心的管理思想和經(jīng)營(yíng)理念。crm關(guān)注客戶對(duì)企業(yè)的滿意度和忠誠(chéng)度。crm的最終目的是實(shí)現(xiàn)企業(yè)與客戶雙贏的局面。企業(yè)必須在理解crm的理念之后，根據(jù)自身的實(shí)際情況思考是否應(yīng)該引入crm和如何運(yùn)用crm。而在實(shí)施crm之前，因?yàn)閏rm涉及到經(jīng)營(yíng)戰(zhàn)略，業(yè)務(wù)流程，人員與技術(shù)等的復(fù)雜的管理工程。企業(yè)必須先進(jìn)行整體的規(guī)劃，明確規(guī)劃的目標(biāo)。在整體規(guī)劃之后，進(jìn)行相關(guān)的流程改造和員工培訓(xùn)。企業(yè)應(yīng)善于運(yùn)用crm應(yīng)用功能。零售企業(yè)沒有很好地結(jié)合本行業(yè)的特點(diǎn)運(yùn)用crm的應(yīng)用功能，致使crm應(yīng)用的效果一般。crm中的數(shù)據(jù)倉(cāng)庫(kù)和數(shù)據(jù)挖掘技術(shù)是幫助零售業(yè)處理海量客戶數(shù)據(jù)的良好工具。參考文獻(xiàn)：1希伯爾德(seyhold,p.b).客戶關(guān)系管理理念與實(shí)例.葉凱譯.北京機(jī)械工業(yè)出版,2007;12伯內(nèi)特(burnett,k).核心客戶關(guān)系管理劉瑞紅譯.北京電子工業(yè)出版社,2008;83董金祥.客戶關(guān)系管理crm.杭州:浙江大學(xué)出版社,2008;124楊永恒.客戶關(guān)系管理 價(jià)值導(dǎo)向及使能技術(shù).大連:東北財(cái)經(jīng)大學(xué)出版社,2008;12end to form a proper understanding. Methodology refers to methods of knowing the world, transforming the worlds theory. Historical materialism tells us that social development, leave is impossible; all social progress, leaving people unable to achieve. We do anything, must first of all take into account the human factor, to find ways to give full play to the initiative and human creativity, mobilizing peoples enthusiasm. This is the result of numerous historical practice of most of the scientific method. Emperor TaizongThe world of excellence into my opponent and Zhenguan rule, Qing Zeng Guofan to more aides for the first prerequisite Zhong XING Ming Chen, are insisting on methodology of successful models. Promoting the reform and development, construction of well-off, more demands that we as a people-oriented scientific method. We do work in the countryside, it is necessary to put farmers first we engage in State-owned enterprise reform, we must regard expanding employment as an important goal we created urban, optimization-Habitat environment must be pursued. Promotion Office, too, only mans subject status, to achieve rapid development. Investee 2. people who responded to the question, and replied to questions depending on who. Who issues, is concerned with the problem of the ruling party; depending on who issues are questions relating to the source of power of the ruling party. Look at the trend of the world, throughout the ages, no partys fate was not to be dominated by people, no Albert is not driven by the people of a nation. Our party has always attached importance to people, caring for people, his people as the coldest winter, parents of people as their own, but there were also some in adhere to people-oriented bias, war sufan expansion peacetime cultural revolution, has caused a great loss to the revolution and construction. Through history, our party proved that when people, caring for people, and along the way there is a powerful force; when to ignore peoples thinking, to ignore the interests and needs of the people, the partys cause will suffer setbacks. People-oriented, power for the people, this is the most fundamental rules governing laws, large and small, every aspect is also ruling is the most essential requirements. Set up the peo