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时间:2021-09-10 00:00 来源: Essay代写

摘要:本文是代写英国assignment范文,主要内容是介绍苹果公司的经营内容,以及针对其进行客户经营管理策略研究。......

客户经营管理是指管理对企业所提供的服务设计的发展,以及计划、组织和控制对服务的操作过程和操作系统。客户经营管理已成为当代大多数企业吸引新客户、留住老客户、提高客户忠诚度、提高市场占有率的重要手段之一。

苹果是一家美国的高科技公司,成立于1976年4月1日,其业务在第二十世纪末下降。进入二十一世纪,公司再次成为世界电子生产和设计的领导者,也是世界上最成功的公司之一。苹果成功的一次,这主要是由于客户对公司的经营管理,因此,本研究对其进行客户经营管理策略研究。

 

Chapter 1 Introduction about customer operation management 客户操作管理介绍

 

1.1 The research about customer operation management

Customer operation management refers to the management towards the development and design of services provided by enterprises, as well as the planning, organization and control towards service operation processes and the operating system (Barthel, 2010). Customer operation management has become one of the most important means for majority of contemporary enterprises to attract new customers, retain old customers, improve customer loyalty and increase market share (Cook, 2008).

1.2 Customer operation management in Apple

Apple Inc. (Apple for short) is an American high-tech company founded on April 1, 1976, its business fell in trouble in the late 20th century (Kubilay, 2015). Entering the 21st century, the company once again becomes the world's electronic production and design leader, as well as one of the world's most successful companies. Apple succeeds once again, which is largely due to the company's customer operation management, thus this study carries out research on its customer operation management strategy (Kubilay, 2015).

 

Chapter 2 Literature Review 文献综述

 

2.1 The origin of customer relation management

In the 20th century, with the transition from a seller's to a buyer's market, an enterprise's business strategy must be transformed from the "product-centric" to the "customer-centric." To implement a customer-centric strategy requires an enterprise to integrate customer-related information from its various to achieve the comprehensive management of customer-related data and information. In this context, CRM appears (Barthel, 2010).

2.2 The research about customer relation management

In marketing process, CRM system can effectively help marketers of an enterprise to analyze the existing target customer groups, so as to help marketers to choose accurate marketing tools. At the same time CRM helps marketers in dealing with cost-benefit analysis to help the company to choose a more effective marketing tool (Barthel, 2010). Through contents recorded by CRM system, marketers can establish a schedule for appointment reminder, effectively shortening their working hours, and large business reminders, sales filler analysis, performance index statistics, as well as other functions and can effectively help management personnel to improve the ratio of achieving transactions, shorten sales cycles, so as to achieve the business growth with maximum benefit (Cook, 2008).  CRM system can help companies to have a quick and timely access to information on customer complaints, which can be targeted and efficient for companies to solve problems for customers to improve customer satisfaction and enhance corporate image. Satisfaction survey function of CRM system allows the most senior managers to be kept informed of the company's level of customer service (Daffy, 2001).

2.3 The degree of satisfaction of customers

Customer satisfaction refers to the feeling status of a customer’s pleasure or disappointment after he compares the perceived effect of a product or service with the expected value. The higher the degree of customer satisfaction there is, the stronger the competitiveness the enterprise providing the product or service has, and it has greater market share and better business efficiency. CRM is an effective way and means to improve customer satisfaction, it helps companies to better find consumer demand to help companies to provide better services, it also contributes to improving the perceived value of consumers towards products and services (Harris, 2006). 

 

Chapter 3 The customer relation management in Apple company 苹果公司的客户关系管理

 

3.1 The basic introduction about Apple company

Apple mainly provides personal computers such as MacBook, ipad, mobile communications, for example: iphone and multimedia devices, such as: ipod, these three aspects of products, By 2016, Apple's market value is over 230 billion US dollars, which is one of the highest in the world (Hartigh, 2016).

3.2 The organization structure of Apple company

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