20.500.12556/DKUM-10962 UPRAVLJANJE ODNOSOV S STRANKAMI (CRM) V PODJETJU GORENJE, d.d. S POUDARKOM NA LOGISTIČNIH STORITVAH CUSTOMER RELATIONSHIP MANAGEMENT (CRM) IN GORENJE, d.d. WITH EMPHASIS ON THE LOGISTIC SERVICES Namen diplomske naloge je predstavitev sistema upravljanja odnosov s strankami oz. CRM, ki v središče poslovanja podjetja postavlja kupce ter njihove želje in potrebe. Delovanje CRM je tudi predstavljeno na primeru podjetja Gorenje, d.d. V uvodu diplomskega dela sem predstavil obravnavano problematiko, namen in cilje diplomskega dela. V drugem delu sem se osredotočil na razliko med komuniciranjem s strankami nekoč in danes ter predstavil sestavo CRM. Tretje poglavje je namenjeno predstavitvi samega CRM sistema. Osredotočil sem se na dejavnike, ki spodbujajo potrebo po uvajanju CRM ter na načela, ki so potrebna in bi se naj upoštevala pri uvedbi CRM sistema. Prav tako sem predstavil korake, katerih bi se morali držati za uspešno implementacijo CRM. V tem poglavju sem se dotaknil tudi arhitekture CRM in poslovnega cikla CRM. V četrtem poglavju sem na teoretični bazi prikazal, kako se CRM uvaja v podjetje ter kakšne so njegove koristi in cilji pri tej uvedbi. Prav tako sem se dotaknil ovir, ki jih lahko pričakujemo pri uvajanju CRM sistema v podjetje. Peto poglavje predstavlja praktični del. Najprej sem predstavil podjetje Gorenje, d.d., njegovo dejavnost, prednosti in cilje, ki si jih je podjetje zadalo. Prikazal sem tudi, kako sistem CRM deluje v samem podjetju. Goal of this diploma work is to present customer relationship management (CRM), which puts customer, and their wishes and needs in the centre of the company business. Functioning of the CMR has been shown on the example of the company Gorenje, d.d. Introduction describes the issue, goal and target of the diploma work. In the second part focus is on the communication with customers in the past and today, and what CMR consists of. The third part is about CMR system itself. Focus is on the factors which stimulate introducing CMR, its principles which should be taken in consideration when CMR is to be applied and steps which should be followed for successful CMR implementation. Chapter also describes CMR architecture, its segments and business cycle. In the forth part of the work is theory about how CMR is introduced to the company and advantages and goals of its implementations. Also the obstacles which are likely to happen are tackled. The fifth part deals with the practice. Company Gorenje, d.d. range of its production, its advantages and goals are described. Presented is also CMR functioning in the company. Upravljanje odnosov s strankami - CRM dobičkonosnost implementacija trženje poslovni cikel CRM elektronska pošta komuniciranje s potrošniki Gorenje d.d. Customer relationship management (CMR) profit implementation marketing CMR business cycle electronic mail communication with customers Gorenje d. d. true true false [T. Rojko] Slovenski jezik Angleški jezik Diplomsko delo 2009-06-17 18:34:30 2010-03-02 11:11:56 2022-04-11 23:20:39 2022-04-17 03:21:57 2009 0 Maribor 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 658.8 9998108 URN:SI:UM:DK:8ORTX3TX UNI_Rojko_Tadej_2009.pdf UNI_Rojko_Tadej_2009.pdf 1 C4F7C8AA55E675DF4C43AF42FE90C509 895bdbc0fdd7cc6360f5992d5e9f98245a3c89479ebb41f13a7b2fe1dbd0bdea fa7232b5-7c02-11eb-bb7a-00155d0001ca 20.500.12556/dkum/5001b1de-465e-4b6c-87bc-d8f6ef7dfa70 https://dk.um.si/Dokument.php?lang=slv&id=9382 Ekonomsko-poslovna fakulteta 0 0 0