客户是企业产品、服务的购买者和消费者，也是企业利润的源泉。与客 户保持良好关系，不仅有利于企业了解客户需求，开展以需求为导向的新产 品开发，而且有利于稳定客户资源，增加市场份额，从而增强企业市场竞争 能力。 陕建金牛集团是在原陕西省工业锅炉厂的基础上改制而成的一家国有 控股股份制企业，有 25 年的建厂历史，以生产工业锅炉为主，在国内的锅 炉行业有一定的影响力。近年来，由于不能及时适应市场环境变化，在客户 关系管理方面出现了各种各样的问题。 本文首先对陕建金牛集团客户关系管理现状进行概述，之后通过对管理 层、销售人员和客户进行了问卷调查。调查发现，当前陕建金牛集团客户关 系管理存在公司管理层对客户关系管理不重视、公司未对客户提供差异化服 务、公司对销售人员的激励不足、售后人员服务意识薄弱四个方面的具体问 题。论文在客户关系管理、关系营销、一对一营销、客户满意度、客户忠诚 度等理论的基础上，采用了文献归纳法、统计分析等方法，对陕建金牛集团 客户关系管理中存在的问题进行了深入的分析，并针对这些问题，提出了陕 建金牛集团应该采取，提高公司管理层对客户关系管理的重视、根据客户细 分提供差异化服务、完善落实对销售人员的激励机制、提升售后服务水平以 及提升产品质量水平和对流失客户进行价值评估及挽留方案等建议。最后， 对本文的研究进行了总结，并找出了不足之处，希望通过本论文的研究能够 对该公司的客户关系管理起到良好的促进作用。 关键词，客户关系管理；客户满意度；客户忠诚度MBA 学位论文 V Abstract The customer is products , buyers and consumers of the service of enterprises, it is a source of enterprise's profit too. So, keep the good relation very important with the customer and not merely help enterprises to understand customer's demand , launch the new product development taking demand as direction, and help to lock the customer , increase market share , thus strengthen the market competitiveness of enterprises. SCEGC Golden Bull Group Holding Company reforms system in but a state holding share-issuing enterprise that becomes on the basis of original industrial boiler factory of Shanxi Province, history of founding the factory for 25 years, mainly product industry boiler, the boiler trade at home has certain influence power, but has safeguarded the respect and presented various questions in customer's relation in recent years. This selected works are selected this question carries on research, manage the current situation and carry on the summary to SCEGC Golden Bull Group Holding Company customer's relation at first, then through carrying on questionnaire investigation to administration and supervision authorities , sales force , customer, find that SCEGC Golden Bull Group Holding Company customer's relation management exists at present: The management teams do not pay attention to customer's relation management, company customer offer difference service correctly, company insufficient encouragement to sales force have, after sale personnel serve consciousness weak four concrete problem of. On the foundation of the thesis in the theories , such as relation management , relation marketing , a satisfaction to a marketing , customer , customer's loyalty of the customer ,etc., have adopted the induction of documents, methods , such as statistical analysis ,etc., have carried on deep analysis to the question existing in SCEGC Golden Bull Group Holding Company customer's relation management, and to these questions , have proposed that SCEGC Golden Bull Group Holding Company should be adopted: Improve the attention to customer's relation management of management teams, subdivide and offer difference service according to the customer, perfect and implement and propose the sales force's incentive mechanism , promoting the service level after sale and promoting the quality level of the products and evaluate lost customer value andMBA 学位论文 VI retention plan,etc.. Finally , summarized research of this text , and found out the weak point, hope that can play a good role to the relation management of customer of this company through the research of this thesis. Keyword: Customer Relationship Management; Consumer Satisfaction; Customer loyaltyMBA 学位论文 1 目录 摘要.........................................................................................................................................................III Abstract......................................................................................................................................................V 第 1 章 绪论.............................................................................................................................................3 1.1 选题背景及研究意义....................................................................................................................3 1.1.1 选题背景.............................................................................................................................3 1.1.2 研究意义.............................................................................................................................4 1.2 国内外研究现状分析....................................................................................................................5 1.2.1 国外研究现状....................................................................................................................5 1.2.2 国内研究现状....................................................................................................................6 1.2.3 研究现状综述....................................................................................................................8 1.3 研究方法与技术路线....................................................................................................................8 1.3.1 研究方法.............................................................................................................................8 1.3.2 技术路线.............................................................................................................................8 第 2 章 理论基础..................................................................................................................................10 2.1 客户关系管理概述......................................................................................................................10 2.1.1 客户关系管理的内涵和成因......................................................................................10 2.2.2 客户关系管理意义........................................................................................................ 12 2.2 相关理论........................................................................................................................................ 13 2.2.1 关系营销...........................................................................................................................13 2.2.2 一对一营销理论.............................................................................................................16 2.2.3 客户满意度和忠诚度理论...........................................................................................17 第 3 章 陕建金牛集团客户关系管理现状和调查分析.............................................................21 3.1 陕建金牛集团概况和客户关系管理现状.............................................................................21 3.1.1 陕建金牛集团概况........................................................................................................ 21 3.1.2 陕建金牛集团客户关系管理现状.............................................................................24 3.2 公司客户关系管理现状调查....................................................................................................26 3.2.1 问卷调查实施..................................................................................................................27 3.2.2 陕建金牛集团客户满意度调查结果分析............................................................... 27 3.2.3 陕建金牛集团管理层调查结果分析.........................................................................29 3.2.4 陕建金牛集团销售人员调查结果分析....................................................................29 第 4 章 陕建金牛集团客户关系管理的问题分析......................................................................30 4.1 陕建金牛集团客户关系管理中存在的问题.........................................................................30MBA 学位论文 2 4.1.1 公司未对客户提供差异化服务..................................................................................31 4.1.2 公司管理层对客户关系管理重视不够....................................................................32 4.1.3 公司对销售人员的激励不足......................................................................................33 4.1.4 售后人员服务意识薄弱...............................................................................................34 4.2 陕建金牛集团客户关系管理问题成因分析......................................................................... 34 4.2.1 未对客户进行差异化服务的原因.............................................................................34 4.2.2 公司管理层对客户关系管理重视不够的成因......................................................36 4.2.3 对销售人员激励不足的形成原因.............................................................................37 4.2.4 售后人员服务意识薄弱的成因..................................................................................38 第 5 章 陕建金牛集团客户关系管理问题的解决对策.............................................................39 5.1 根据客户细分提供差异化服务...............................................................................................39 5.1.1 提供个性化服务.............................................................................................................39 5.1.2 努力扩大优质客户群....................................................................................................42 5.2 提高公司管理层对客户关系管理的重视.............................................................................43 5.2.1 树立以客户为中心的经营理念..................................................................................44 5.2.2 提高管理层的综合素质...............................................................................................45 5.3 完善落实对销售人员的激励机制...........................................................................................45 5.3.1 塑造以人为本激励型的企业文化氛围....................................................................46 5.3.2 建立外在激励机制........................................................................................................ 46 5.3.3 建立内在激励机制........................................................................................................ 48 5.4 提升售后服务水平......................................................................................................................50 5.4.1 完善售后人员服务考核机制......................................................................................50 5.4.2 优化业务流程..................................................................................................................52 5.5 提升产品质量水平......................................................................................................................53 5.5.1 做好质量管理工作........................................................................................................ 54 5.5.2 严格落实质量管控........................................................................................................ 57 5.6 对流失客户进行价值评估及挽留方案..................................................................................61 5.6.1 对流失客户进行价值评估...........................................................................................61 5.6.2 应对流失客户的挽留方案...........................................................................................61 结 论........................................................................................................................................................ 63