客户关系管理是生产力发展到一定阶段的产物，有着深刻的社会和经济背景。商品经济 的发展是客户关系管理产生的必然条件，超市则属于零售行业的一种非常重要的形式。然而， 激烈的同质化竞争使超市行业的发展速度开始放缓，越来越多的零售企业需要面临生存与发 展的严峻问题，在这种大背景下，零售企业的客户关系管理应运而生。近几年，越来越多的 国内外学者们开始关注客户关系管理，对此做了大量研究，零售企业也开始关注客户关系管 理，但从中发现，目前的客户关系管理过程中依然存在很多问题。 本文以此为背景，通过调查问卷的形式，运用客户关系管理方面的理论方法，对博乐市 友好超市客户关系管理现状展开深入研究，了解到超市当前的客户关系管理问题重点集中在： 会员设置与管理方面、超市营销方面、客户关系管理理念方面、客户忠诚度方面。在此基础 上剖析了问题产生的原因，并结合博乐市友好超市在客户关系管理环节具有的问题以及影响 因素，参考客户关系管理理论制定应对策略，主要包括：（1）提出客户选择和分层精准化； （2）强化超市精准营销，从多种渠道收集客户信息、加强数据的综合分析；（3）强化客户 关系管理理念，包括取得管理层重视与支持、建立执行机制、加强员工管理；（4）提升客户 忠诚，包含努力提升客户满意、奖励客户的忠诚、增强客户的信任、获取客户感情、建立与 发展客户组织。研究认为，客户关系管理的施行需要企业转换管理思想，获得超市管理人员 和普通工作人员的大力支持，深刻理解并认识客户关系管理对超市所具有的现实意义。同时， 也应该认识到信息化是客户关系管理的前提保障，企业必须对客户关系管理对应的信息系统 的局限性进行完善。 通过研究，得出以下管理启示：一是市场竞争实质上就是企业对客户资源的争夺，企业 如果想实现赢利并保持优势和长期稳定的发展，就必须关注并做好客户关系管理；二是客户 关系管理属于一种理念和技术，需要企业进行系统的规划并采取必要的手段与策略，从而实 现客户忠诚。 关键词：友好超市；客户关系管理；优化研究II Abstract Customer relationship management is the product of productivity development to a certain class, with profound social and economic background. The development of the commodity economy is an inevitable condition for customer relationship management, while supermarkets are a very important form of retailing. However, intense homogenization competition has slowed the pace of the supermarket industry, and more and more retail companies are facing serious problems of survival and development. Customer relationship management in retail enterprises has emerged. In recent years, more and more scholars at home and abroad have begun to pay attention to customer relationship management, doing a lot of research on this, and retail enterprises are gradually beginning to pay attention to and apply customer relationship management. However, we found that there are still many problems in the CRM process. This paper takes this as a background, through the form of questionnaires, the use of the theoretical method of customer relationship management, the current situation of customer relationship management in Bole City Youhao supermarket analysis and research, found that the existing customer relationship management problems of Youhao supermarkets are mainly concentrated in: membership setting and management, supermarket marketing, customer relationship management concept, customer loyalty. On this basis, the causes of the problem are analyzed, and combined with the problems and reasons in the process of customer relationship management of Bole Youhao Supermarket, the optimization measures are put forward based on the theory of customer relationship management, including: (1) the customer selection and stratification precision; (2) strengthen precision marketing in supermarkets, collect customer information from multiple channels, strengthen comprehensive analysis of data; (3) strengthen customer relationship management concepts, including obtaining management attention and support, establishing implementation mechanisms, strengthening staff management, (4) enhancing customer loyalty, including efforts to improve Customer satisfaction, reward customer loyalty, enhance customer trust, gain customer feelings, establish and develop customer organization. According to the research, the implementation of customer relationship management requires enterprises to change management ideas, get the strong support of supermarket managers and ordinary staff, and deeply understand and understand the practical significance of customer relationship management to supermarkets. At the same time, it should also be recognized that informatization is the foundation of customer relationship management, and that enterprises should improve the customer relationship management information system. Through research, the following management revelations are drawn: First, "market competition is essentially the enterprise's competition for customer resources, if the enterpriseIII wants to achieve profitability and To maintain the advantage and long-term stable development, we must rely on customers and attach importance to customer relationship management, and second, customer relationship management is a concept and technology that requires enterprises to plan systematically and take necessary means and strategies to achieve customer loyalty. Key words: Youhao supermarket, Customer relationship management, Optimization researchIV 目 录 摘要 ...................................................................... I Abstract.................................................................... II 第一章 绪论.................................................................. 1 1.1 研究背景和意义...................................................................................................................................1 1.1.1 研究背景....................................................................................................................................1 1.1.2 研究意义....................................................................................................................................1 1.2 国内外相关研究现状 .........................................................................................................................3 1.2.1 国外客户关系管理研究现状..............................................................................................3 1.2.2 国内客户关系管理研究现状..............................................................................................3 1.2.3 研究评述...................................................................................................................................4 1.3 研究内容、思路与方法.....................................................................................................................5 1.3.1 研究内容....................................................................................................................................5 1.3.2 研究思路....................................................................................................................................5 1.3.3 研究方法....................................................................................................................................5 第二章 相关理论概述.......................................................... 7 2.1 客户关系管理理论基础.....................................................................................................................7 2.1.1 客户关系管理的内涵和概念...............................................................................................7 2.1.2 客户关系管理的内容.............................................................................................................8 2.2 客户关系管理的相关理论 ................................................................................................................8 2.2.1 关系营销理论...........................................................................................................................8 2.2.2 客户细分理论...........................................................................................................................9 2.2.3 客户生命周期理论 .............................................................................................................. 10 2.2.4 客户感知价值理论 .............................................................................................................. 11 第三章 博乐市友好超市客户关系管理现状....................................... 12 3.1 博乐市友好超市简介 ..................................................................................................................... 12 3.2 友好超市客户关系管理现状 ....................................................................................................... 12 3.2.1 实行会员制 ............................................................................................................................ 12 3.2.2 打造良好的购物环境.......................................................................................................... 14 3.3 问题调查与数据分析 ...................................................................................................................... 14 3.3.1 调查问卷的设计与发放 ..................................................................................................... 15 3.3.2 数据统计与分析.................................................................................................................. 15 第四章 博乐市友好超市客户关系管理的问题及原因分析........................... 21 4.1 博乐市友好超市客户关系管理存在的问题............................................................................ 21V 4.1.1 友好超市会员设置不合理、会员福利少..................................................................... 21 4.1.2 友好超市缺乏个性化营销................................................................................................. 22 4.1.3 超市人员互动积极性不高和解决问题能力欠缺 ....................................................... 22 4.1.4 顾客重复购买率及对产品承受能力较低、对价格的敏感程度偏高 .................. 23 4.2 友好超市问题分析 ........................................................................................................................... 23 4.2.1 客户选择和分层标准不明确............................................................................................ 23 4.2.2 客户信息利用不充分.......................................................................................................... 24 4.2.3 客户关系管理理念薄弱 ..................................................................................................... 24 4.2.4 客户忠诚度较低................................................................................................................... 25 第五章 博乐市友好超市客户关系管理的优化建议................................. 26 5.1 客户选择和分层精准化.................................................................................................................. 26 5.2 做好超市精准营销 ........................................................................................................................... 27 5.2.1 多渠道客户信息收集.......................................................................................................... 27 5.2.2 加强数据分析，做好精准营销 ....................................................................................... 27 5.3 强化客户关系管理理念.................................................................................................................. 28 5.3.1 管理层重视与支持 .............................................................................................................. 28 5.3.2 建立执行机制........................................................................................................................ 28 5.3.3 加强员工管理........................................................................................................................ 29 5.4 提升客户忠诚 .................................................................................................................................... 29 5.4.1 努力实现客户满意 .............................................................................................................. 30 5.4.2 奖励客户的忠诚................................................................................................................... 30 5.4.3 增强客户的信任与感情 ..................................................................................................... 31 5.4.4 建立客户组织........................................................................................................................ 31 第六章 结论................................................................. 32 6.1 管理启示 ............................................................................................................................................. 32 6.2 研究不足与展望................................................................................................................................ 32。。。。。。以下内容略