营销活动始终是在不断发展变化的市场环境中进行，现阶段市场需求已由卖 方市场转变为买方市场，客户的消费方式也由被动接受转变为主动选择，这意味 着产品营销理念和模式都需要积极创新以适应新的市场形势。随着“大数据”时 代的来临，为基于数据挖掘的精准营销发展提供了广阔的空间，在未来的营销实 践中，精准化将成为不可逆的发展趋势。客户关系管理利用多层次互动和信息化 技术锁定客户需求，借助深入的需求分析和完善的客户服务，实现客户的终身价 值，为企业实现精准营销提供了可能。客户关系管理带来的不仅是一种营销手段， 更促进了企业组织架构、业务流程的重组以及管理思想的变革。随着精准营销在 新兴产业的发展不断深入，整合营销策略理论创新及应用实践趋于成熟，基于精 准营销理念的客户关系管理与传统产业的快速融合成为必然。在获取数据的基础 上解读数据，精准洞察客户需求，挖掘数据的力量，实现数据向价值和财富的根 本转变。 本文对天华院基于精准营销的客户关系管理优化策略开展了探索性研究，运 用客户关系管理和精准营销相关理论与天华院营销现状相结合，按照管理理念、 管理模式和技术系统三个层次提炼出天华院客户关系管理的改进意见和具体路 径，强调将客户黏度由依靠个人关系转向建立企业间特殊关系，较为创新的提出 了管家式服务模式、战略级和品类级两级四类客户分级体系、动态数据库、跨部 门项目小组模式以及强化客户参与的精准化客户服务流程。本文意在通过对天华 院客户关系管理现状的研究，结合公司精准营销战略和行业发展趋势，对进一步 优化天华院客户关系管理模式提出设想和建议，试图探索出更具效能的客户关系 管理体系，并对未来定制化装备制造领域精准营销和客户关系管理结合模式进行 了展望。 关键词：客户关系管理(CRM),精准营销,定制化装备,需求引导II STUDY ON THE CRM STRATEGY BASED ON PRECISION MARKETING OFTIANHUAINSTITUTE Abstract Product marketing activities are always carried out in a constantly changing market environment. The market demand in this stage has changed from the seller's market to the buyer's market, and the customer's consumption pattern has also changed from passive acceptance to active choice. That means the marketing side of the product need to make innovation actively both in concept and pattern to adapt to the new market situation. With the advent of the era of big data, it provides a broader space for the development of precision marketing based on data mining, in the future marketing practices, precision will become an irreversible development trend. The customer relationship management systems use the multi-level interaction and information technology to target customer demand. Through in-depth customer demand analysis and perfect customer service, customer’s lifetime value and the precision marketing of the company can be realized.CRMnot only brings a marketing method, but also promotes company organizational structure and business process, together with the reform of business management thinking. With the development of precision marketing in emerging industries, the integrated marketing strategy theory innovation and the application practice tends to be perfect, the rapid integration of CRM based on precision marketing concept and traditional industry becomes inevitable. Interpreting data on the basis of data acquisition, accurate insight into customer demands, exploit the power of data, and achieve a fundamental transform in data to value and wealth. This paper makes an exploratory study on the CRM theory based on precision marketing of Tianhua Institute. It uses the theory of precision marketing and CRM theory combine with the actual marketing status of Tianhua, precise marketing and customer relationship management related theory combined with our hospital marketing present situation, refining the improvement opinions and specific way of Tianhua’s CRM according to the management concept, management mode and technology system, proposed a Butler service model, a strategic-level and product-level two-tier customer hierarchical management structure, a dynamicIII customer database, a cross-department project team model, a precision customer service process with enhanced customer participation. This paper aims to put forward the idea and suggestion to further optimize Tianhua’s CRM mode through the study on the situation of Tianhua’s CRM combined with the company's precise marketing strategy and industry development trends, then try to explore the more effective CRM system and shows a prospect of the combination mode of precision marketing and customer relationship management of future customized equipment manufacturing industry. Keywords: CRM, Precision marketing, Customized equipment, Demand guidingIV 目录 中文摘要............................................................I Abstract...........................................................II 第一章绪论..........................................................1 1.1 研究背景和研究意义.............................................1 1.1.1 研究背景 ....................................................1 1.1.2 研究意义 ....................................................2 1.2 研究内容和研究思路 .............................................2 1.2.1 研究内容 ....................................................2 1.2.2 研究思路 ....................................................4 1.3 研究方法 .......................................................5 1.3.1 文献研究法 ..................................................5 1.3.2 定性研究法 ..................................................5 1.3.3 调查研究法 ..................................................5 第二章文献综述......................................................6 2.1 理论基础 .......................................................6 2.1.1 客户关系管理理论 ............................................6 2.1.2 精准营销理论 ................................................9 2.1.3 精准营销与客户关系管理的内在联系 ...........................11 2.2 定制化装备生产特点 ............................................12 2.3 定制化装备企业营销活动分析 ....................................13 2.3.1 定制化装备与普通工业品及消费品营销特点对比 .................14 2.3.2 营销活动分析 ...............................................15 2.3.3 服务活动分析 ...............................................15 2.4 本章小结 ......................................................15V 第三章天华院客户关系管理现状与问题分析.............................16 3.1 天华院基本情况 ................................................16 3.1.1 产品特点 ...................................................16 3.1.2 研发能力 ...................................................17 3.1.3 生产能力 ...................................................18 3.1.4 人力资源 ...................................................18 3.1.5 组织结构 ...................................................18 3.1.6 行业地位 ...................................................19 3.1.7 客户结构 ...................................................19 3.1.8 业绩表现 ...................................................20 3.2 天华院客户关系管理现状 ........................................21 3.2.1 营销模式 ...................................................21 3.2.2 管理机制 ...................................................23 3.2.3 客户关系管理工具的应用 .....................................24 3.3 天华院客户关系管理存在的问题及成因分析 ........................25 3.3.1 传统制造业思维 .............................................25 3.3.2 部门壁垒 ...................................................26 3.3.3 粗放型客户关系管理模式 .....................................28 3.3.4 数据不合理 .................................................30 3.3.5 客户关系管理系统功能不足 ...................................31 3.4 本章小结 ......................................................33 第四章天华院客户关系管理优化策略...................................34 4.1 设立以客户为中心的总体目标....................................34 4.1.1 市场导向 ...................................................34 4.1.2 主动型营销模式 .............................................34 4.1.3 精准化客户服务 .............................................35VI 4.2 构建跨部门客户服务组织结构 ....................................35 4.2.1 统一客户信息管理平台 .......................................35 4.2.2 跨部门项目管理团队 .........................................36 4.2.3 建立客户经理模式 ...........................................37 4.3 实施数据驱动的客户分层运营 ....................................37 4.3.1 多渠道数据来源 .............................................37 4.3.2 客户分级 ...................................................40 4.3.3 分层运营 ...................................................43 4.3.4 改进后客户分级数据分析 .....................................45 4.4 完善客户关系管理流程 ..........................................45 4.4.1 客户信息管理 ...............................................46 4.4.2 营销决策 ...................................................47 4.4.3 产品管理 ...................................................47 4.4.4 客户服务 ...................................................48 4.4.5 绩效引导 ...................................................49 4.5CRM 系统优化 ...................................................49 4.5.1 完善数据分析功能 ...........................................49 4.5.2 设立用户权限和审批流程 .....................................50 4.6 本章小结 ......................................................50 第五章天华院客户关系管理优化保障措施...............................51 5.1 组织保障 ......................................................51 5.2 数据保障 ......................................................51 5.3 服务保障 ......................................................51 5.4 信息化系统保障 ................................................52 5.5 本章小结 ......................................................52 第六章结论与展望...................................................53VII 6.1 结论 ..........................................................53 6.2 展望 ..........................................................54