电子商务条件下的第三方物流企业客户关系管理

CRM Strategy of Railway Freight Transportation under E-Commerce

摘要: 电子商务环境下需求特征呈现需求个性化、产品/服务定制化和客户资源化趋势，因而客户关系管理对于企业越来越重要。基于中国物流市场需求特征和竞争格局，以关系营销理论为依据，建立一种适应电子商务环境的第三方物流企业客户关系管理模式。这种模式由服务设计、服务管理和关系管理三部分构成。服务设计以高质量的需求预测和市场定位，通过服务蓝图技术设计出顾客满意、企业高效的服务产品。服务管理是服务产品生产过程全方位控制，需求管理、过程管理和价值管理是这一阶段的核心任务。关系管理则旨在将客户资源的忠诚作为目标，选择有效的关系类型，培养忠诚的客户，支持物流企业营销战略目标。

Abstract: Under the ecommerce environment, demand characteristics show demand personalization, product/service customization and customer resource trends. So customer relationship management is becoming more and more important for enterprises. Based on the demand characteristics and competition pattern of Chinese logistics market, based on the theory of relationship marketing, this paper establishes a customer relationship management model of TPL enterprise which adapts to the ecommerce environment. This model consists of three parts: service design, service management and relationship management. Service design is based on high quality demand prediction and market positioning, and service blueprint technology is used to design customer satisfaction and efficient service products. Service management is the all-round control of the production process of service products. Demand management, process management and value management are the core tasks of this stage. The relationship management aims to make the loyalty of customer resources as the goal, select the effective relationship types, cultivate loyal customers, and support the marketing strategic objectives of logistics enterprises.