-I- 摘要 对于港口来说，其竞争的实质就是服务水平的高低，伴随着环渤海区域之中港 口日益激烈的竞争，如何能够在这种服务水平同质化特点下， 争夺经济腹地内客户 的能力将会是考察港口水平高低的重要标准和利润来源。 秦皇岛港作为一个以煤炭运输为主营业务的百年老港，杂货港务分公司起到一 个积极补充港口业务 的重要分支，如何维护好杂货分公司的客户，处理好与客户的 关系，提升管理客户的水平，从而使企业在激烈的市场竞争中立于不败之地，本文 的研究将会有极大的参考价值。 本文以杂货公司为主要研究对象，以客户关系管理为理论依据，根据国内外研 究现状并结合实际情况，以杂货公司客户关系管理现状为基础，提出构建客户关系 方案，最终建立 一套可执行的实施保障方案来积极加强客户关系的管理，从而为企 业的发展提供宝贵的借鉴作用。 首先，论文提出了选题背景、研究意义和国内外研究现状，从而确定本文的主 要研究内容和研究方法，进而讲述相关理论研究，主要包括客户关系管理的一些概 念和相关理论。 其次，对秦皇岛港杂货公司客户关系管理现状进行了分析，主要包括公司概况 、 业务现状、管理现状等内容，通过讲述客户关系管理方面存在的问题，对产生的原 因进行分析。 再次，阐述杂货公司客户关系管理方案的构建，通过构建细分评价体系，将杂 货公司的客户进行分类，进而有针对性地提出开发、维护和挽回方案。 最后，提出了相应实施保障。从建立战略、调整组织结构和业务重组和完善客 户档案管理体系等方面讲述 了今后管理的方向。 关键词：秦皇岛港；客户分类；客户关系管理 燕山大学工商管理硕士学位论文 -II- Abstract Forports,theessenceofcompetitionisactuallythecompetitionofservicelevels. AlongwiththeincreasinglyfiercecompetitionamongtheportsintheCircum-Bohai Region,theabilitytocompeteforcustomersunderthehomogeneityofservicelevelwill beanimportantstandardformeasuringportlevelsandsourceofprofits. Asa100-year- oldport,QinhuangdaoPortismainlyengagedincoaltransportation. Therefore,theGeneralCargoBranchCompanyplaysanimportantpartincomplementing portoperations.Theresearchofthisthesiswouldbeofenormousvalueforhowto maintaincustomers,properlydealwithcustomerrelations,improvethelevelofcustomer managementandmakeourenterpriseinvincibleinthefiercemarketcompetition. WithGeneralCargoBranchCompanyasthemainresearchobject,thispaperisbased onthetheoryofcustomerrelationshipmanagement.Accordingtoresearchstatusbothat homeandabroadandcombiningtheactualsituations,thispaperproposestobuild customerrelationshipschemeandfinallysetupawholesetofexecutablesecuresolutions toactivelystrengtheningcustomerrelationshipmanagement,whichcanprovidevaluable referenceforthedevelopmentofenterprise. Thefirstpartofthethesisgivesrelevantinformationintermsofthebackground, researchpurposesaswellasthecurrentstatusofcustomermanagementimplemented worldwidesothatthemaincontentoftheresearch,togetherwiththemethodologies appliedinthisthesis,canbedetermined.Thenthetheoreticalresearch,includingthe conceptandrelativetheoriesofcustomermanagement,willbeillustratedindetail. Inthesecondpart,thecurrentsituationofcustomermanagementofQinhuangdao Port,includingtheprofileofthecompany,thebusinessandmanagementconditionswill beanalyzed.Asaresult,thepotentialproblemsandthereasonsintermsofcustomer managementinthiscompanywillbediscussed. Inthethirdpart,inordertodeveloppotentialcustomers,maintainthecurrent customersandtoretrieveformercustomers,theconstructionoftheschemerelatedtothe customermanagementofthecompanywilltheinterpretedbyclassifyingthecustomers Abstract -III- basedoneffectiveevaluationsystem. Inthefinalpart,thecorrespondingmeasurementstotheproblemsmentionedabove willbegivenandthedirectionofthecustomermanagementinthefuturewillbe illustratedfromtheaspectsofestablishingcorporationregular,modifyingthestructureof organizationaswellasimprovingthesystemofcustomerfiles. Keywords:QinhuangdaoPort;customerclassification;customerrelationship management. 目录 -V- 目录 摘要····························· ·······································································I Abstract·· ·············································································· ··················II 第1章绪论······················································ ···································1 1.1选题背景和研究意义································ ········································1 1.1.1选题背景······························· ····················································1 1.1.2研究意义··················· ································································2 1.2国内外研究现状····· ·········································································3 1.2.1国外 研究现状·········································································· ··3 1.2.2国内研究现状··································································· ·········5 1.2.3国内外研究现状综述························································· ··········7 1.3研究内容及方法··························································· ···················7 1.3.1研究内容···················································· ·······························7 1.3.2研究方法········································ ···········································9 第2章客户关系管理的相关理论····················· ··········································10 2.1客户关系管理内涵························· ·················································10 2.1.1客户的概念···················· ··························································10 2.1.2客户关系管理理论的基本概念··· ···················································10 2.1.3客户关系管理理论发展············· ··················································11 2.1.4客户关系管理的重要意义············· ···············································12 2.2客户关系管理相关理论·················· ·················································13 2.2.1客户关系管理核心思想··············· ················································13 2.2.2客户全生命周期管理理论··············· ·············································13 2.2.3客户忠诚理论······················· ····················································15 2.2.4客户价值评价理论·············· ·······················································16 2.3本章小结················ ·······························