会展企业客户关系管理的现状与对策研究
摘 要
在目前充满竞争的市场上，如何充分利用客户资料抓住客户、留住客户，维持客户的忠诚度，保持市场竞争力，是各家商业企业都关心的问题。近年来，国有商业企业通过实施客户关系管理这一项重要管理战略,有效地促进了企业的市场销售能力。而会展企业要想在激烈的市场竞争中占据更多的份额，就要实行客户关系管理系统，创建有一支完备的客户经理队伍的企业。
会展产业作为一种绿色产业，近年来在我国得到了很大的发展。但是与国外同行相比，我国的会展企业由于发展历史较短，在建设经验和操作实务上存在一定差距。随着我国改革开放的进一步深入和融入全球化的步伐不断加快，我国会展企业所面临的竞争将会越来越激烈。客户关系管理作为会展企业核心竞争力的关键构成部分，目前我国会展企业由于观念等方面的原因，建设力度和成效还难以令人满意，基于这样的现实，我借助SWOT分析方法对我国会展企业客户关系管理建设所面临的环境进行了分析，并提出了一些意见，期望能为我国会展企业客户关系管理和会展企业发展提供有益的借鉴。
关键词：会展企业，客户关系管理，SWOT分析方法，建议
Exhibition enterprise customer relationship management present situation and countermeasure research
Abstract
In the current competitive market, how to make full use of customer data capture customers, retain customers, maintain customer loyalty, maintain market competition, various commercial enterprises are concerned about. In recent years, the state-owned commercial enterprises through the implementation of customer relationship management which is an important management strategy, effectively promoted enterprise marketing capability. While the exhibition enterprises want to in the fierce competition in the market to occupy more market share, we should implement customer relationship management system, to create a comprehensive customer managers in enterprises.
Convention and exhibition industry as a green industry, in recent years China has made great progress. But with foreign counterparts, China’s exhibition industry due to the short history, the construction experience and operation practice has certain gap. Along with our country reform and open further and accelerating the pace of integration into the globalization, China’s exhibition industry faces the competition will be more and more intense. Customer relationship management as exhibition enterprise core competitiveness the key component, at present our country exhibition enterprises because of the respect such as idea, construction and the effect is not satisfactory, based on this reality, I use the SWOT analysis method for Chinese Convention and exhibition enterprises customer relationship management facing to environment were analyzed, and put forward the some advice, hoping to help China’s exhibition enterprise customer relationship management and exhibition enterprise development to provide useful lessons.
Key words: exhibition enterprises, customer relationship management, the SWOT analysis method, proposed
目 录
（五）实行不同特色的客户经理制,建立对各项业务的支持体系. 15
（八）建立“以客户为中心”的企业文化来支撑客户关系管理. 17
