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摘 要
随着我国经济发展，汽车已经从奢侈品转身成为大众消费品，汽车美容装饰
行业也已经作为一种日常消费走入了有车家庭。汽车工业的蓬勃发展，汽车美容
装饰已被越来越多的人所接受，并成为一种时尚。汽车美容装饰作为一种新兴产
业正在掘起，有着广阔的发展前景。然而，汽车美容装饰店要在白热化的竞争中
获得竞争优势，除了要有好的产品还必须做好两件事，一是整合内部管理流程，
使得内部的运作更有效率。二是建立和发展客户关系管理，以赢得消费者的满意
和青睐，最终使企业的价值和利润得到最大的实现。

本论文选取车佰汇汽车美容装饰公司作为案例研究对象，从其客户结构及客
户关系管理的现状入手，具有针对性的研究该公司怎样利用客户管理平台实现其
营销目标，将适合的资源以适合的方式提供给适合的客户的战略思想和行动方
法。首先，案例提出客户关系管理的焦点要素：客户定位、客户识别分类。接下
来，通过车佰汇的实际案例分别阐述了客户关系管理的四个核心内容：建立客户
联系、发展客户关系、获取客户满意和赢得客户忠诚。最后依托客户关系管理的
理论依据分析了客户关系管理在车佰汇公司的实施效果，客户关系管理对车佰汇
企业价值的提升、客户关系管理对车佰汇核心竞争力的增强、客户关系管理对车
佰汇业务流程再造的促进以及客户关系管理对车佰汇企业文化的优化。

现在已是客户掌控一切的时代，市场上从来不缺少客户，真正缺少的是全面
理解和掌控客户的能力。客户关系管理不仅是一种战略思想，更意味着需要不懈
行动的持续运营。对于车佰汇，公司理解和管理的是客户的个性特征和价值贡献。

当发现客户真正的需求后，公司就制定相应的目标和对策去满足客户的需求，而
所有的对策都是以客户为中心。客户关系管理是面向未来的管理，与客户结盟是
决定企业未来的起点。

关键词：客户关系管理；客户识别；汽车美容装饰；核心竞争力Abstract
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Abstract
As the development of China economic, motor vehicle is no longer a luxury but
has becomes common in public consumption. Automotive beauty and decoration has
entered thousands of families that hold family motor vehicles. Automotive beauty and
decoration now is more popular and fashionable due to the vigorous development of
the auto industry. Being a burgeoning industry, it is rising and has broad prospects for
development. To keep competitive in the white-hot competition, automotive beauty
and decoration shop must be good at 2 things besides having good products. First is
integrating internal management processes to make the internal operations more
efficient. Second is establishing and developing customer relationship management to
win consumers’ favor and satisfaction. The final aim is to realize the max profits of
the business.
This thesis selects CHEBAIHUI Automotive Beauty Company as the subject
investigated. It starts from the investigation of system architecture consists of
customer and the current situation of the customer relationship management, focusing
on the study about how the company uses its customer management platform to
achieve their marketing goals and how CHEBAIHUI uses proper resources to provide
the suitable strategic ideas and actions to the target customers. First of all, the case
lists basic elements of the customer relationship management: customer orientation,
customer identification and classification. Next, it separately sets out the four core
elements of customer relationship management through the case study of
CHEBAIHUI: building up customer contact, customer relationship development,
obtaining customer satisfaction and win customer loyalty. Last, it analysis the effect
of the implementation of customer relationship management in CHEBAIHUI, which
includes: the enterprise value enhancement of CHEBAIHUI by customer relationship
management, the core competitiveness enhancement of CHEBAIHUI’S brings by
customer relationship management, the promotion to CHEBAIHUI internal process
reset and the optimization of company culture by customer relationship management.
This is the ages of customer-leading. There are plenty of customers in the market
but not enough power which has the ability to understand and control customer.
Customer relationship management is not only a strategic idea but also means tireless
efforts and continuous management. For CHEBAIHUI, it’s should be the customer
characteristics and contributing values that the company management needs to
understand and manage. The company must set up the goals and make action plans to