在我国，客户关系管理（Customer Relationship Management ,CRM）作为一种全新的管理理念和管理手段，被较多应用于金融、通信、制造等行业的大型企业。而大多数中小企业，特别是在我国新兴的第三方物流企业(Third Party Logistics,TPL)中，由于自身实力与经营观念等原因，使得CRM的应用水平较低。因此，本文选取一家中小物流企业，即皇马物流公司为研究对象，从CRM系统导入后的应用与改进的角度，调查、了解其客户关系管理状况及其存在问题，在借鉴CRM相关研究成果的基础上，提出针对性的改进建议和对策，帮助公司长期稳定地维护和发展客户关系。全文首先讨论了客户关系管理概念的深刻内涵，并对CRM系统的导入流程以及评价体系作了较好的说明。其次，以皇马物流有限公司为例，分析了CRM系统在该公司应用的优势及存在的问题，并对问题形成的原因进行分析。最后，提出具体的改进方案及对策，并归纳出几点可供第三方物流产业中其他中小企业的建议和结论。关键词（本论文范文的主要论点）：客户关系管理；第三方物流企业；评价体系；皇马物流 ABSTRACTIn our country, Customer Relationship Management (CRM) as a new philosophy of management and a series of management methods, is comparatively much used in the large enterprises of financial, telecommunications, manufacturing and other industries . While most small and medium enterprises (SMEs), particularly in the emerging third-party logistics company (TPL), due to its scale and management concept and other reasons, makes the level of CRM application low.Therefore, this article selects a medium sized logistics enterprise, namely, Huangma Logistics Limited Company for study, from the angle of the situation of CRM system application and how to improve the level of used system, which is investigated and mastered ,based on CRM-related research on the basis of the results, proposes some recommendations for improvement and targeted measures to keep stability of long-termed customer relationships and develop new ones.The first of the full text discusses the concept of customer relationship management, and describes the CRM system import process and evaluation system. Secondly, gives the advantages and disadvantages of CRM system, analyzes the causes of the disadvantages which is investigated and understood in Madrid logistics companies Finally, proposes specific plan and strategy for improvement, and outlines several available recommendations and conclusions for other small and medium-sized enterprises in third party logistics industry .Key words: Customer Relationship Management；Third Party Logistics；Evaluation System；Huangma Logistics Limited Company
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