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1、管理咨詢公司的客戶關(guān)系管理摘要從傳統(tǒng)的營銷策略來看，企業(yè)主要圍繞著經(jīng)典的4P展開市場(chǎng)競(jìng)爭(zhēng)。雖然4P的經(jīng)典曾經(jīng)風(fēng)光無限，但隨著市場(chǎng)的全球化進(jìn)程以及當(dāng)今不斷變化的國際環(huán)境，加上產(chǎn)品和服務(wù)的同質(zhì)化，4P在21世紀(jì)的潛力很難實(shí)現(xiàn)企業(yè)持續(xù)競(jìng)爭(zhēng)優(yōu)勢(shì)。從市場(chǎng)結(jié)構(gòu)來看，“賣方市場(chǎng)”正在轉(zhuǎn)向“買方市場(chǎng)”，這場(chǎng)革命對(duì)于產(chǎn)品終端的消費(fèi)者來說，消費(fèi)者不再被動(dòng)地接受產(chǎn)品購買，轉(zhuǎn)而開始關(guān)注產(chǎn)品的內(nèi)涵理解和價(jià)值體現(xiàn)；對(duì)于企業(yè)來說，了解客戶需求和做好客戶服務(wù)工作成為企業(yè)的中心活動(dòng)。美國營銷學(xué)者提出的“4C”營銷理念閃亮登場(chǎng)，剛好趕上時(shí)代的步伐，針對(duì)
2、4C，客戶關(guān)系管理在當(dāng)今開始大放異彩。為了探討CRM在中小企業(yè)應(yīng)用的現(xiàn)實(shí)意義，通過分析當(dāng)前東方博士管理咨詢公司在客戶關(guān)系管理中存在的癥結(jié)，了解在東方博士實(shí)施CRM的意義后，重點(diǎn)在探討東方博士咨詢公司改進(jìn)客戶關(guān)系管理的實(shí)施步驟，分別從戰(zhàn)略、流程、組織、實(shí)施順序等方面掌握CRM的操作，最后涉及到工作中實(shí)施的效益，希望能夠促進(jìn)東方博士有效執(zhí)行CRM，不斷提升利潤。關(guān)鍵詞：顧客感知價(jià)值,交互式管理,顧客體驗(yàn)優(yōu)化,差異化營銷2121AbstractInretrospect,asviewingfromthetraditional
3、marketingtechnology,enterprisesusuallycontendedinthemarketingcompetitionprimarilybyusingclassical4P,andofcoursewhichevergainedamainroleinthatscenario.However,the4Pbegandifficulttofulfillthefiercecompetitionwithglobalizationadvancementandtremendousdiversificatio
4、nofmodernmarketenvironmentinadditionthehomogeneityoftheproductandserviceinthisnew21’stcentury.Withthedevelopmentofhightechnology,thetraditional“vendormarket”isnowtransferringtothe“buyermarket”,consumerbegantocareabouttheconnotationofhis/herpurchaseorvalue,nolon
5、gersatisfiedatthepassivepurchasing.Asforenterprise,thecompanyshouldknowwellaboutthecustomer’sneedandhowtoservicebyre-engineeringthebusinessprocess.Inordertokeeppacetotheprogress,theconceptofanewmarketingtheoryaroused,thatis4C,andthesignificanceofcustomerrelatio
6、nshipmanagementforthat4Ccanbeunderstoodeasily.Forthereasonthatthepracticalsignificanceduringthemid-andsmall-scaleenterprises,ThroughouttotallyanalyzethemainproblemofcustomerrelationshipintheTimesBrightChinaDongFangBoShiconsultingcompany,wefocusontheCRMinitiativ
7、esafterknowingtheadvantagesofCRMimplementation,whichfromstrategies,process,organization,theinitiativesorderetc.FinallywetargettheCRMinitiativestotherealitycampaignsandbusinessperformance,hopetoBoShicanexecuteCRMeffectivelyandefficiently,promoteandobtainmoreprof
8、it.Keywords:customerperceivedvalue,customerexperienceoptimizationcustomerinteractionmanagement,differentialmarketing21目錄摘要IABSTRACTII一、客戶關(guān)系管理引領(lǐng)營銷變革1（一）客戶關(guān)系管理步入營銷潮流1（二）東方博士的客
