随着社会经济发展，汽车行业的竞争程度愈加激烈。当前随着汽车产业的快 速发展，各大厂商的汽车质量日益趋同，同时汽车价格也更加透明化，因此汽车 价格和质量对顾客的吸引力在逐渐减弱，而其提供的个性化服务对客户影响却在 不断升高。因此如何能够更好满足客户的需求，提升顾客忠诚度，实现良好的客 户关系管理已经成为汽车企业发展的关键问题。 长春市 CX 长城汽车 4S 店在客户关系管理领域，虽取得了一定的成绩，但仍 有不足之处，这些不足也正是长春市 CX 长城汽车 4S 店未来在客户关系管理方面 的提升和改进所在。本文基于客户关系管理理论、客户生命周期理论和客户终身 价值理论等相关理论支持，借助文献研究法对 4S 店客户关系管理的研究成果进 行梳理，为本文的研究奠定基础。同时采用问卷调查的方法，调查了客户关系管 理的三个阶段：售前、售中和售后，并提出了客户关系管理中存在的问题。从客 户分类、销售漏斗的使用、内部培训制度等方面对长春市 CX 长城汽车 4S 店客户 关系管理工作提出了改进措施，为推进长春市 CX 长城汽车 4S 店客户关系管理工 作提供了一些思路和帮助。 经过研究本文发现维护良好的客户关系可以帮助企业提高盈利能力，同时还 能帮助企业获得核心竞争力。对于长春市 CX 长城汽车 4S 店来说，需要通过在售 前、售中以及售后等过程采取合理措施来维护与客户的良好关系，从而提高 4S 店的服务水平，进而帮助企业实现利润最大化。 同时为了提升客户满意度，还完善相关制度，加强节日问候，丰富车主活动， 把长城汽车异业联谊联盟会议列为客户关系管理的关键，认为长城汽车异业联谊 联盟会需尽快启动，打造长城圈内营销，此外，还打造以客户为中心的企业文化， 提高员工服务意识。 关键词：长城汽车；4S 店；客户关系管理II Abstract With the development of social economy, the competition degree of automobile industry is more and more intense.At present, with the rapid development of the automobile industry, automobile quality of major manufacturers is basically the same, and automobile price is more transparent, so the appeal of automobile price and quality to customers is gradually weakened, while the impact of personalized services provided by them on customers is constantly increasing.Therefore, how to better meet the needs of customers, enhance customer loyalty and achieve good customer relationship management has become a key issue in the development of automobile enterprises. Although CX Great Wall automobile 4S store in changchun has made some achievements in the field of customer relationship management, it still has some deficiencies. These deficiencies are exactly the future improvement and improvement in customer relationship management of CX Great Wall automobile 4S store in changchun.Based on the theories of customer relationship management, customer life cycle and customer lifetime value, this paper sorts out the research results of 4S shop customer relationship management with the help of literature research, which lays a foundation for the research of this paper.At the same time, using the method of questionnaire survey, the three stages of customer relationship management are investigated: pre-sale, sale and after-sale, and the existing problems in customer relationship management are put forward.The improvement measures of customer relationship management of CX Great Wall automobile 4S store in changchun are proposed from the aspects of customer classification, the use of sales funnel and internal training system, which provide some ideas and help for the promotion of customer relationship management of CX Great Wall automobile 4S store in changchun. After research, this paper finds that maintaining good customer relations can help enterprises to improve profitability, and at the same time can help enterprises to obtain core competitiveness.For changchun CX Great Wall automobile 4S shop, it is necessary to take reasonable measures to maintain good relations with customers in the process of pre-sale, sale and after-sale, so as to improve the service level of the 4S shop and help enterprises to maximize profits. At the same time in order to improve customer satisfaction, but also to perfect the related system, strengthen the holiday greetings, rich owners, the Great WallIII automobile industries constitute fellowship association meeting as a key of customer relationship management (CRM), and think that the Great Wall automobile industries constitute fellowship alliance will need to start as soon as possible, to build the Great Wall in marketing, in addition, also make take the customer as the center of the enterprise culture, improve staff service consciousness. Keywords: Great Wall Automobile；4S shop；Customer relationship managementIV 目 录 摘要...............................................................I ABSTRACT ...........................................................II 第 1 章 绪 论........................................................1 1.1 研究背景......................................................1 1.2 研究意义......................................................1 1.2.1 理论意义................................................1 1.2.2 现实意义................................................2 1.3 国内外研究现状................................................................................................2 1.3.1 国外研究现状............................................2 1.3.2 国内研究现状............................................3 1.4 研究内容与方法................................................................................................4 1.4.1 研究内容................................................4 1.4.2 研究方法................................................5 1.5 研究拟创新之处................................................5 第 2 章 相关理论概述..................................................6 2.1 客户关系管理（CRM）概念.......................................6 2.2 客户满意度理论与模型....................................................................................7 2.3 客户生命周期理论..............................................8 2.4 客户终身价值理论..............................................9 第 3 章 长春市 CX 长城汽车 4S 店客户关系管理现状.......................11 3.1 长春市 CX 长城汽车 4S 店基本情况简介...........................11 3.2 长春市 CX 长城汽车 4S 店客户关系管理现状.......................11 3.2.1 客户关系管理职责分工现状...............................12 3.2.2 售前客户关系管理现状...................................12 3.2.3 售中客户关系管理现状...................................12 3.2.4 售后客户关系管理现状...................................13 第 4 章 长春市 CX 长城汽车 4S 店客户关系管理的市场调研.................14 4.1 调研目的.....................................................14 4.2 问卷设计.....................................................14 4.3 抽样方案及样本容量...........................................14 4.4 实地调研.....................................................14 4.5 数据分析与调研结果...........................................15 4.5.1 售前客户问卷调查结果分析...............................15 4.5.2 售中客户问卷调查结果分析...............................15 4.5.3 售后客户问卷调查结果分析...............................16 4.6 长春市 CX 长城汽车 4S 店客户关系管理存在的问题.................17 4.6.1 售前客户关系管理存在的问题.............................17V 4.6.2 售中客户关系管理存在的问题..............................17 4.6.3 售后客户关系管理存在的问题..............................18 第 5 章 长春市 CX 长城汽车 4S 店客户关系管理建议.......................19 5.1 售前客户关系管理.............................................19 5.1.1 开发潜在客户............................................19 5.1.2 加强客户信心的手机与管理................................20 5.1.3 开发新型客户关系管理系统................................20 5.2 售中客户关系管理.............................................21 5.2.1 长春市 CX 长城汽车 4S 店内部培训制度.....................21 5.2.2 提高客户试乘试驾体验感..................................22 5.2.3 丰富售中客户的互动方式..................................22 5.3 售后客户关系管理.............................................23 5.3.1 丰富车主活动...........................................23 5.3.2 构建异业联盟会议.......................................23 第 6 章 长春市 CX 长城汽车 4S 店 CRM 实施的保障措施.....................24 6.1 优化运作流程.................................................24 6.1.1 售中流程优化...........................................24 6.1.2 售后流程优化...........................................24 6.2 加强团队建设.................................................24 6.2.1 重视员工职业发展.......................................24 6.2.2 提高团队协作能力.......................................25 6.3 完善绩效评估.................................................25 第 7 章 结论与展望...................................................26 7.1 结论.........................................................26 7.2 研究展望.....................................................26 附 录............................................................27