本文分别运用PEST分析模型、波特五力模型和SWOT分析法对企业客户关系管理的
外部宏观环境、行业基本竞争态势和企业资源与市场机会进行分析。研究发现，集团客户
关系管理工作存在以下问题：（1）对客户关系生命周期把握不均衡；（2）组织结构对客
户关系管理的实践能力和协调能力较弱。这暴漏出企业管理观念落后、技术应用不足、部
门协调力度不够、信息采集系统不完善和欠缺企业文化等系列深层次问题。
为此，本文提出相应的建议：在客户关系管理战略层面，增强对外部环境的适应能力，
在组织内部形成提高客户忠诚度的一致目标；在战术层面，科学研究不同客户的客户关系
生命周期及其各时期的特点，针对性的制定不同客户相应客户关系生命周期阶段的具体策
略，加强关系形成期的拓展，关系稳定期的深化与发展以及关系衰退期的减缓、维护与激
励等；在操作层面，加强组织结构对客户关系管理工作的适应性，建立内部沟通协调机制，
制定激励措施激发组织活性。
关键词：大庆油田化工集团客户关系管理客户生命周期理论优化体系
Abstract
As the world information software technology and the rapid development of network
technology, chemical industry rapid development also expanded, the domestic market for
chemical products of the increasing demand, this not only said that contains a good potential
business opportunity of the market, and this also for China&39;s chemical industry to develop in the
direction of further provide the opportunity. But our country chemical enterprise in customer
relationship management ability and the level is developed countries also has the very big
disparity, this causes our country chemical enterprise in the customer resources consolidation and
development problems, seriously hindered the development of the chemical enterprise.
In this paper, the present situation of China&39;s chemical industry research and analysis, and
based on this application related sales customer relationship management theory and
management knowledge, the daqing petrochemical group customer relationship management
situation, combined with the characteristics of the chemical industry the customer relationship
management of the existing problems, in order to put forward a more reasonable system more
Suggestions and strategies to solve the industry customer relationship management
problems.Based on the theory of consumer relationship management, through concluding
chemical enterprises’ general situation of consumer relationship management, the paper analyses
the outside macro-environment of enterprise consumer relationship management, industry
fundamental completing situation and enterprise & market chances via PEST Analysis, Michael
Porter&39;s Five Forces Model and SWOT Analysis. Furthermore it analyses the management
situation of internal organization.The paper reveals several questions of Daqing petrochemical
enterprise’s customer relationship management, as follows: (1) can’t balance the lifecycle of
customer relationship; (2) it’s weak to implement and harmonize the work for organization
structure. While it exposes a series of underlying problems, such as enterprise management
concepts backward, technology application deficiency, department coordination weakly,
information collection system badly and lack of enterprise culture.In order to resolve the
questions as above, the paper comes up with corresponding Suggestions. In the customer
relationship management strategy level, the enterprise should enhance the ability of adapting
external environment, carry out the essence of customer relationship management truly and
promote the enterprise and customer&39;s efficient communication; In the customer relationship
management tactics level, the enterprise should have a research on customer relationship
lifecycle and its’ characteristics scientifically, make concrete strategy towards different
customers according its customer relationship lifecycle which including strengthen relations
formative years development, relationship between the stationary phase and the development and
deepening relationship recessionary slow, maintenance and motivation, etc; In the operation level,
the enterprise should strengthen the adaptability of organization structure on customer
relationship management, build internal communication and coordination mechanism, formulate
incentive measures to stimulate activity.
Key words: Daqing petrochemical enterprise; customer relationship management; customer
relationship lifecycle theory; optimization system
目录
摘要.........I
Abstract.....II
第一章 绪论1
1.1 研究背景以及意义..........1
1.1.1 研究背景....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.........4
1.3 主要研究内容、思路与框架......5
1.3.1主要研究内容、思路.........5
1.3.2本文研究框架.........6
第二章 客户关系管理相关理论概述.......7
2.1 关系营销理论......7
2.1.1关系营销的定义.....7
2.1.2关系营销相关者利益.........8
2.1.3合作伙伴关系及战略联盟.9
2.2 客户关系管理理论........10
2.2.1 客户关系管理的内涵......10
2.2.2 客户关系管理的分类......11
2.2.3 客户关系生命周期理论..12
第三章 我国石油化工企业客户关系管理概况.14
3.1我国石油化工企业客户关系管理现状.14
3.2我国石油化工行业客户关系管理建设需求.....18
第四章 大庆油田化工集团外部环境分析.........20
4.1 大庆油田化工集团公司概况....20
4.2 大庆油田化工集团经营的外部环境分析........20
4.2.1 大庆油田化工集体经营宏观环境（PEST）分析.........20
4.2.2 波特五力模型的竞争分析..........23
4.3 基于SWOT的大庆油田化工集团环境分析..26
4.3.1 优势(S)分析.........26
4.3.2 劣势(W)分析.......26
4.3.3 机会（O）分析...27
4.3.4 威胁（T）分析...27
第五章大庆油田化工集团客户关系管理现状与问题分析...29
5.1集团CRM系统体系分析.........29
5.1.1 集团CRM系统...29
5.1.2 大庆油田化工集团ＣＲＭ业务流程分析..........30
5.2大庆石油化工集团客户关系管理现状分析....32
5.2.1客户结构分析.......32
5.2.2客户感知度分析...33
5.3 大庆油田化工集团客户关系管理存在问题....34
5.3.1 管理观念落后......34
5.3.2 技术应用不成熟..34
5.3.3 数据采集系统不完善......35
5.3.4 客户关系管理未融合企业文化..35
5.4 本章小结35
第六章 大庆油田化工集团客户关系管理体系与优化措施....36
6.1 集团客户关系管理体系36
6.2 集团客户关系管理的具体优化措施....37
6.2.1组织内部形成提高客户忠诚度的一致目标.......37
6.2.2完善并优化CRM组织结构与系统........38
6.2.3 加强技术的应用和数据采集体系的构建..........40
6.2.4将客户关系管理理念融入企业文化.......40
6.2.5 加强技术的融合运用......40
第七章 结论与展望........42
7.1结论.......42
7.2研究不足及展望..........43
7.2.1 研究不足..43
7.2.2 展望..........43
参考文献...44
附录47
致谢.......50
第一章 绪论
1.1 研究背景以及意义
1.1.1 研究背景
2005年，“能源危机”席卷全球，造成了世界范围内的“抢油”热潮。2008年石油价格依
然处于波动的状态，“能源危机”恐慌持续了三年，这一现象的发生，一方面是因为国际货
币汇率与石油产量的波动；另一方面则是因为石油化工公司或企业未做好客户关系管理。
我国政府在2004年与2006年分别开放了成品油零售业务与成品油批发业务。目前，我国
国内石油市场形成了中石化、中石油、中海油等国有大型石油公司与社会经营单位共同竞
争的格局。由于国际油价动荡与石油对外依存度的加剧的压力，我国政府一方面积极提倡
节能生产，一方面积极寻找可替代能源。由于成品油的高同质性、低消费弹性等性质及市
场激烈的竞争，我国石油行业的客户资源分布将会重新洗牌。
随着知识网络经济的发展，全球经济不断向一体化、数字化、国际化等方向发展，知
识经济与互联网技术的发展进一步打破了企业经营的地域限制，如何使企业在全球经济一
体化过程中占据一席之地，并获得更多的市场份额与更加稳定的客户资源已经成为我国各
个企业生存与发展所面临的急需解决的问题。客户
==>>