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xxx学院

xxx学院

客户关系管理结业报告

论文题目：宜家的客户关系管理现状分析与改进意见 专业班级： 学 号： 姓 名： 指导教师： 得 分：

年 月

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目录

第一章

研究意义 ............................................................................................... 1

第二章 宜家背景 ............................................................................................... 1

1.1 1.2

宜家家居的简介................................................................................ 1 宜家产品定位.................................................................................... 2

第三章 2.1

第四章 3.1 3.2 3.3

第五章 4.1 4.2

第六章 5.1 5.2 5.3

第七章 7.1 7.2 7.3

第八章 8.1 8.2 8.3

第九章

识别客户 ............................................................................................... 2

客户定位............................................................................................ 2

区分客户 ............................................................................................... 3

会员卡-收集客户信息并进行分类 .................................................. 3 会员特价专场和会员店，锁定会员客户........................................ 3 加入会员与培养潜在顾客................................................................ 3

客户互动 ............................................................................................... 4

客户互动的渠道................................................................................ 4 客户投诉............................................................................................ 4

客户定制 ............................................................................................... 5

产品个性化........................................................................................ 5 客户需求个性化................................................................................ 5 客户私人定制.................................................................................... 6

保持客户忠诚度的措施 ....................................................................... 6

提高企业形象价值............................................................................ 6 降低货币成本.................................................................................... 7 降低精神成本-为顾客创建温馨、娱乐的购物体验 ...................... 7

意见和建议 ........................................................................................... 7

产品定价偏高.................................................................................... 7 客户细分不明确................................................................................ 8 售后服务方式不合适中国消费习惯................................................ 8

总结 ....................................................................................................... 8

xxx学院

宜家的客户关系管理现状分析与改进意见

姓名

（学校 年级 专业 学号）

摘要：

由于社会的不断发展，商品生产能力极大提高，从而使如今的消费者面临着纷繁复杂的商品和品牌选择，这就使企业必须关注顾客是如何做出选择的。“为大多数人创造更加美好的日常生活”是宜家公司自创立以来一直努力的方向，宜家品牌始终和提高人们的生活质量联系在一起并秉承“为尽可能多的顾客提供他们能够负担，设计精良，功能齐全，价格低廉的家居用品”的经营宗旨。在提供种类繁多，美观实用，老百姓买得起的家居用品的同时，宜家努力创造以客户和社会利益为中心的经营方式，致力于环保及社会责任问题。

宜家是目前世界上最大的家居供应商，瑞典知名的家居企业，世界500强之一；2006年《商业周刊》全球顶级品牌100强之一。现在宜家集团在28个国家拥有328家零售商场，另外有40个商场通过特许经营的方式运营。宜家产品系列大约包含9500种产品，每年大约会推出2000种新品。2015财年，宜家集团商场接待7.16亿人次的访客。本文将结合IDI模式对宜家的客户关系管理进行分析。

关键词：顾客 宜家 客户关系管理 IDIC

Abstract：

Due to the continuous development of society, commodity production capacity is greatly improved, so that today's consumers faced with the complicated product and brand choice, this makes the enterprise must focus on the customer is how to make a choice. \create a better everyday life for most of the people\trying to, IKEA brand always and improve people's quality of life together and adhering to the \customers as much as possible they can afford, well-designed, functional, affordable household goods\people can afford the household articles for use at the same time, IKEA efforts to create customer and the management method of social benefit as the center, is committed to environmental protection and social responsibility issues.

IKEA is currently the world's largest household suppliers, Sweden famous household enterprises, is one of the world's top 500. Businessweek in 2006 the world's top brand one of the top 100. The IKEA group now has 328 retail stores in 28 countries, in addition, there are 40 stores by way of franchising operation. IKEA products series contains about 9500 kinds of products, each year about 2000 kinds of products. In fiscal 2015, IKEA store to receive 716 million visitors. This article will combine xx model to analyze IKEA's customer relationship management.

Keywords: Customer IKEA CRM