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目前,成品油市场呈现跨国石油公司、国有成品油销售企业和民营成品油销售企业三足鼎立的局面。石油行业竞争日益激励,加强客户关系管理,向客户要效益,提升企业的综合实力也显得尤为重要。本文从客户关系管理理念入手,分析客户管理过程中存在的问题,从完善客户信息、识别客户价值、细化客户类型和改进客户维护方式四个角度提出石油公司客户管理的改进方向,并提出保障措施,从而帮助石油公司达到提升市场份额,获取现有客户和潜在客户,提高公司效益的目的。
At present, the refined oil market presents a situation of tripartite confrontation among multinational oil companies, state-owned refined oil product sales enterprises and privately-owned refined oil product sales enterprises. Increasingly competitive petroleum industry, strengthen customer relationship management, to the customer efficiency, enhance the overall strength of enterprises is also very important. This article starts with the concept of customer relationship management, analyzes the existing problems in the process of customer management, proposes the improvement direction of customer management of petroleum companies from four aspects: perfecting customer information, identifying customer value, refining customer types and improving customer maintenance methods, Measures to help oil companies to achieve the purpose of improving market share, access to existing customers and potential customers, improve company efficiency.