客户关系管理在超市零售业应用中的问题分析与对策.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 客户关系管理在超市零售业应用中的问题分析与对策摘要：超市零售企业多业态经营，仓储式大型超市、中等规模超市、连锁便利店多业态综合发展，百货连锁业也有了很大发展。但目前还存在一些问题，尤其是在客户关系管理方面的不足，严重的制约零售企业健康发展。关键词：客户关系管理 零售业 客户满意度一、客户关系管理在零售业应用中的问题分析近10年来，crm系统在国内零售业中已经得到一定应用。基于edi系统和pos系统的简单crm应用已在相当部分国内零售企业中实施。但crm系统应用还是过于简单和保守，或是停留在技术层面。零售业要实施完整合理的crm系统方案，面临着一系列的问题：（一）数据收集与信息分析方面的问题crm要求对客户分而治之。在此之前必须进行客户细分。而客户细分需要详尽的客户资料，了解各类客户的属性。零售业中的客户资料庞大繁杂且收集困难，而且每日的客户变化量大。零售企业在客户数据收集方面缺乏有效的手段，仅通过诸如pos（电子收款）系统简单收集数据。而这些数据无法体现客户的多元化属性。而在面对海量的客户数据时由于没有运用crm中丰富的数据挖掘技术，对客户需求缺乏深入挖掘，从而无法进行客户细分。（二）营销管理方面的问题crm要求企业为目标客户实施“一对一营销策略”和提供个性化服务。而在实际应用中，许多零售企业尽管引进了crm系统，但并未利用系统实现营销自动化，根据各种客户群的需求设计个性化营销活动方案，尤其是对于为企业创造80%利润的出于顶部20%的客户。零售企业采取平均投资的策略，使得其设计的营销活动面向于所有客户。（三）接触渠道选择方面的问题零售企业在选择与客户沟通渠道时，往往会采用传统的电话访问和直接接触，而如网络在线服务，电子邮件和移动通信等渠道较少用到。而在销售方面，零售企业也以实体为主，网上销售的只占3%-4%。沟通渠道与销售渠道的单一使企业错过大量客户。二、解决客户关系管理应用中问题的方法（一）运用多元化的客户数据收集方式1、会员制会员制是零售业较为常见也是非常有效的一种客户数据收集方式。会员制对于零售企业有三种重要作用。（1）通过会员制，零售企业可以为会员设计营销活动，为其提供个性化的服务，加强与会员的信息沟通和情感沟通，增强会员对企业的归属感。（2）通过会员制，企业可以收集到大量会员基本情况和消费信息。商店通过会员卡申请表掌握顾客的姓名、性别、年龄、出生日期、身份证号码、学历、个人收入、通讯地址、电子邮箱、手机号码等等企业对客户进行分析的可靠信息资源。2、电子商务在互连网高速发展的今天，电子商务应用也得到迅速推广。基于开放的internet环境电子商务应用包括广告，网上购物，电子支付与结算以及网上售后服务等。企业搭建自己的电子商务和自助服务网站。顾客可随时在企业的网站购物，浏览最新的商品信息和咨询售后服务。3、呼叫中心基于cti技术的现代呼叫中心可为客户提供每周7天，每天24小时的全天候服务，能为客户提供包括传统的语音，ip电话，电子邮件，传真，短信息等多种通信方式选择；能为零售企业收集市场情况，客户资料，增加销售潜力；维护客户忠诚度，让客户感受到价值。（二）实施数据仓库建设和技术开发crm最关键和最基本的支撑力量是深入而可靠的客户数据。因此数据库及其相关技术是crm中的重要组成部分。目前，零售业在客户数据的获取渠道，存储与管理，共享与使用方面存在明显不足。零售企业在考虑自身的经济条件下，有重点、分步骤地进行系统构建。（三）运用数据挖掘技术进行客户细分数据挖掘模型在零售业起着非常重要的作用,主要体现在以下几方面：1、获取新客户的宣传活动的定位响应建模,将会以同样的营销成本带来更多的新客户。2、生命周期价值建模,可以识别那些从长远角度很可能成为创利客户的潜在客户。3、交叉销售和提升销售定位模型,用来提高现有客户的利润。4、流失模型,识别很可能降低或停止现有活动水平的客户。在这样的客户离开前识别出他们,就可以采取行动来保留他们。（四）整合与顾客的沟通渠道crm整合了多元化的顾客沟通渠道，零售业可以充分利用各种渠道和媒介与顾客接触。传统的渠道有广播电视，报刊杂志等。企业通过这些渠道主动与顾客接触，宣传相关企业信息。（五）实施个性化服务与一对一营销策略“一对一营销”术语是由美国的唐佩伯斯和马莎罗杰斯博士与20世纪90年代中期提出的。该理念的核心是以“客户占有率”为中心。一对一营销通过与每一位客户一对一的沟通，了解和把握每一位客户的需求，提供个性化的产品和服务来满足他们的需求，从而更好地实现企业利益的活动过程。零售业根据客户细分结果以及不同目标客户群的相关个人信息，了解客户的需求，为目标客户群量身设计个性化的营销方案和服务方案。crm的本质是以客户价值为中心的管理思想和经营理念。crm关注客户对企业的满意度和忠诚度。crm的最终目的是实现企业与客户双赢的局面。企业必须在理解crm的理念之后，根据自身的实际情况思考是否应该引入crm和如何运用crm。而在实施crm之前，因为crm涉及到经营战略，业务流程，人员与技术等的复杂的管理工程。企业必须先进行整体的规划，明确规划的目标。在整体规划之后，进行相关的流程改造和员工培训。企业应善于运用crm应用功能。零售企业没有很好地结合本行业的特点运用crm的应用功能，致使crm应用的效果一般。crm中的数据仓库和数据挖掘技术是帮助零售业处理海量客户数据的良好工具。参考文献：1希伯尔德(seyhold,p.b).客户关系管理理念与实例.叶凯译.北京机械工业出版,2007;12伯内特(burnett,k).核心客户关系管理刘瑞红译.北京电子工业出版社,2008;83董金祥.客户关系管理crm.杭州:浙江大学出版社,2008;124杨永恒.客户关系管理 价值导向及使能技术.大连:东北财经大学出版社,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