近年来，4G（4rd Generation）网络在中国市场得到广泛使用，中国通信技 术的发展使得整个电信行业的竞争也处于不断变化的过程中，市场竞争的加剧促 使着各大电信运营商不断变化其市场发 展策略，以谋取在电信市场中不断增加的 市场份额，这些激烈的竞争都在各城市或各区域之间展开，而大多数的竞争都是 围绕着客户关系展开，随着 5G 时代的即将到来，现有的竞争格局又会出现一定 的变化，三大电信公 司竞争逐步加剧，娄底移动公司面对另外两家电信商的竞争， 市场地位也出现大幅变化，主要体现在其客户流失方面，另外在客户管理方面也 逐渐出现管理组织结构不完善、客户关系管理制度缺陷等等，在内忧外患的多重 压力下有必要改进其 CRM 模式。因而对于公司的新老客户所进行的关系管理是 其确立市场竞争力尤为重要的方面，是娄底移动公司当前迫切需要研究的问题。 基于此，本文首先对客户关系管理概述及理论进行归纳分析，在 CRM 的理 论基础上对娄底移动公司的基本概况进行阐述，并通过娄底移动公司的客户管理 现状与娄底移动公司客户管理的市场环境展开分析，可以发现娄底移动目前面对 的市场竞争日趋激烈、行业优势逐渐弱化，而客户消 费理念不断变化，然后，本 文分析了娄底移动公司在客户管理中现存的问题，并探究出娄底移动在 CRM 过 程中，对客户的价值定位不明确，客户细分不准确，客户数据统计结果的应用性 不强，对客户的数据处理分析能力 较弱，客户部内部管理工作不规范以及客户服 务水平较低等，最后，本文针对这些问题，提出了娄底移动客户关系管理的优化 方案，先确立娄底移动客户关系管理优化的原则和目标，在采取一定的举措，重 新界定客户价值 并实施客户分类管理，升级客户关系管理系统并运用大数据技术 高效处理客户数据，加强客户服务质量管理并提升客户针对性服务水平。在此基 础上，为保障这些措施的有效实施，本文进一步提出了，在优化客户管理组织 结 构层面，构建垂直化的管理体系并实行数据化运营模式，从集团客户部、客户服 务部、市场销售部以及电子渠道部加强客户管理团队建设，同时，加强在资金投 入上的财务规划，提升公司在本地的品牌文化影响。通过这 些措施，使得娄底移 动公司能够更好的促进娄底移动客户关系的管理，为娄底移动长期健康的发展奠 定基础。 关键词：娄底移动；客户关系管理；优化方案；保障措施II Abstract In recent years, 4G (4rd Generation) networks have been widely used in the Chinese market. The development of China's communication technology has made the competition in the entire telecommunications industry in a process of constant change. The intensification of market competition has prompted major telecom operators to constantly change their markets. Development strategies to capture increasing market share in the telecommunications market, these fierce competitions are taking place in cities or regions, and most of the competition is around customer relationships, with the coming of the 5G era The existing competition pattern will undergo certain changes. The competition among the three major telecommunications companies is gradually intensifying. Loudi Mobile has faced competition from two other telecom operators, and its market position has also undergone significant changes, mainly in terms of its customer loss. In the aspect of customer management, the management organization structure is not perfect, the customer relationship management system is defective, and so on. It is necessary to improve its CRM mode under the multiple pressures of internal and external troubles. Therefore, the relationship management of the company's new and old customers is particularly important for establishing market competitiveness, and it is an urgent need for research by Loudi Mobile. Based on this, this paper first summarizes the overview and theory of customer relationship management, and expounds the basic situation of Loudi Mobile Company based on the theory of CRM, and through the current situation of customer management of Loudi Mobile Company and the market environment managed by Loudi Mobile Company. After analyzing, we can find that the market competition currently facing Loudi Mobile is becoming increasingly fierce, the industry advantage is gradually weakening, and the customer consumption concept is constantly changing. Then, this paper analyzes the existing problems of Loudi Mobile in customer management, and explores the bottom mobile In the CRM process, the value orientation of the customer is not clear, the customer segmentation is not accurate, the application of the customer data statistics results is not strong, the data processing analysis ability of the customer is weak, the internal management work of the customer department is not standardized, and the customer service level is relativelyIII In the end, in the end, this paper puts forward the optimization plan of Loudi mobile customer relationship management for these problems, first establishes the principles and objectives of Loudi mobile customer relationship management optimization, and takes certain measures to redefine customer value and implement customer classification management. Upgrade customer relationship management System and the use of Big Data technologies and efficient handling of customer data, enhance customer service quality management and enhance customer service levels targeted. On this basis, in order to ensure the effective implementation of these measures, this paper further proposes to optimize the customer management organizational structure, build a vertical management system and implement a data-based operation mode, from the group customer department, customer service department, market sales. The Department and the Electronic Channels Department strengthened the construction of the customer management team. At the same time, it strengthened financial planning on capital investment and enhanced the company's local brand culture impact. Through these measures, Loudi Mobile can better promote the management of Loudi mobile customer relationship and lay the foundation for the long-term healthy development of Loudi Mobile. Key Words:Loudi mobile; Customer relationship management; Optimization plan; Safety measuresIV 目录 摘 要...............................................................................................................................I Abstract.........................................................................................................................II 第 1 章 绪 论..................................................................................................................1 1.1 硏究背景及意 义..............................................................................................1 1.1.1 研究背 景................................................................................................1 1.1.2 研究意 义................................................................................................1 1.2 国内外研究综 述..............................................................................................2 1.2.1 国外研究综 述........................................................................................2 1.2.2 国内研究综 述........................................................................................4 1.3 研究方法与主要内 容......................................................................................5 1.3.1 研究方 法................................................................................................5 1.3.2 主要内 容................................................................................................6 第 2 章 客户关系管理概述以及相关理论基 础..........................................................7 2.1 客户关系管理概述..........................................................................................7 2.2.1 客户关系管理的内 涵............................................................................7 2.2.2 客户关系管理的产生和发展................................................................7 2.2.3 客户关系管理的 内容和意义................................................................8 2.2 客户关系管理的相关理论基础......................................................................9 2.2.1 客户价值理 论........................................................................................9 2.2.2 客户细分理 论......................................................................................10 2.2.3 关系营销理论......................................................................................11 2.2.4 数据库营销理论..................................................................................11 第 3 章 娄底移动客户关系管理现状分 析................................................................13 3.1 娄底移动公司基本概况................................................................................13 3.1.1 娄底移动公司简 介..............................................................................13 3.1.2 娄底移动公司发展历程......................................................................13 3.1.3 娄底移动 公司主营业务......................................................................14 3.2 娄底移动公司的客户管理现状....................................................................14 3.2.1 客户 管理组织架构..............................................................................14 3.2.2 客户业务发展状况..............................................................................15V 3.2.3 客户变化情况......................................................................................16 3.2.4 客户服务状 况......................................................................................17 3.3 娄底移动公司客户管理的市场环境............................................................18 3.3.1 市 场竞争日趋激烈..............................................................................18 3.3.2 行业优势逐渐弱化..............................................................................19 3.3.3 客户消费理念不断变化.......................................................................20 第 4 章 娄底移动公司客户关系管理中存在的主要问题分析................................21 4.1 客户细 分与定位不明确.................................................................................21 4.1.1 客户价值定位不 明...............................................................................21 4.1.2 客户细分不准确...................................................................................23 4.2 客 户管理相关数据的处理和分析不足.........................................................25 4.2.1 客户数据统计结果的应用性不强.......................................................25 4.2.2 对客户的 数据处理分析能力较弱......................................................26 4.3 客户管理方式待提升.....................................................................................27 4.3.1 客户 部内部管理工作不规范...............................................................27 4.3.2 客户服务水平较低...............................................................................27 第 5 章 娄底移动客户关系管理的优化方案............................................................29 5.1 确立客户关系管理的原则和目标................................................................29 5.1.1 客户关系管理的原则...........................................................................29 5.1.2 客户关系管理的目标...........................................................................30 5.2 明确客户的价值与分类管理........................................................................30 5.2.1 重新界定客户价 值...............................................................................30 5.2.2 实施客户分类管理...............................................................................35 5.3 强化 系统与大数据的应用效果.....................................................................37 5.3.1 升级客户关系管理系统.......................................................................37 5.3.2 运用大数据技术高效处理客户数据...................................................38 5.4 提高客户的服务水平与层次.........................................................................40 5.4.1 加强客户服务质量管理.......................................................................40 5.4.2 提升客户针对性服务水平...................................................................41 第 6 章 娄底移动客户关系管理优化的保障措施....................................................43 6.1 组织结构保 障................................................................................................43 6.1.1 构建垂直化的管理体 系.......................................................................43 6.1.2 实行数据化运营模式...........................................................................43VI 6.2 部门建设保 障.................................................................................................45 6.2.1 集团客户 部...........................................................................................45 6.2.2 客户服务 部...........................................................................................46 6.2.3 市场销售 部...........................................................................................46 6.2.4 网络渠道 部...........................................................................................46 6.3 财务规划保 障.................................................................................................47 6.4 品牌文化保 障.................................................................................................47