摘要
昆船公司作为国内烟机设备生产的骨干企业，曾经是国内烟草生产企业烟
机设备采购的首选单位。随着国内烟机市场逐步向国外企业开放，以及国内更
多的企业获得烟机生产许可，烟机市场已由卖方市场转为买方市场。昆船公司
在烟机经营过程中，面对国内外众多竞争对手的蓬勃发展，要想保持持续的竞
争优势，应该摒弃“以产品为中心”的传统经营理念，转向“以客户为中心”
的现代经营理念，从而提出了昆船公司烟机客户关系管理研究的课题。
本文以昆船公司烟机客户关系管理作为研究对象，采用理论与实践相结合
的研究方法，在对客户关系管理理论和客户价值内涵及其相互之间的关系以及
昆船公司烟机市场营销环境进行深入地分析的基础上，运用基于客户价值的客
户关系管理的理论结合昆船公司烟机经营的实践，对昆船公司烟机客户关系管
理存在的问题及其产生的原因进行了深入地探讨，并对昆船公司烟机客户价值
进行了深入地分析，从而提出了昆船公司烟机客户关系管理策略,为昆船公司烟
机客户关系管理提供了理论依据。
关键词：昆船公司；烟机；客户关系管理；客户价值
ABSTRACT
Kunming Shipbuilding Equipment Co., Ltd as the backbone of the domestic
tobacco machinery equipment production enterprise once is preferred enterprise of
tobacco machinery equipment procurement by domestic tobacco production
enterprise. Along with the domestic tobacco machinery market gradually open to a
foreign enterprise, as well as the more domestic enterprise obtaining tobacco
machinery production license, the tobacco machinery market has changed from the
seller's market to a buyer's market. If KSEC want to keep sustainable competitive
advantage in the process of tobacco machinery operation with the domestic and
international numerous competitors booming development, KSEC should abandon
the traditional product-centered management idea, and adopt the modern
customer-centered management idea, then KSEC tobacco machinery customer
relationship management as research topic is put forward.
This paper regards KSEC tobacco machinery customer relationship management
as the research object, using the research methods combination theory and practice.
Based on the analysis of the customer relationship management theory and customer
value connotation and the relationship between them and KSEC tobacco machinery
market marketing environment, using customer relationship management theory
based on customer value combined with KSEC tobacco machinery operation practice,
this paper study the existing problems and reasons of KSEC tobacco machinery
customer relationship management, and analyze KSEC tobacco machinery customer
value, then KSEC tobacco machinery customer relationship management strategy is
put forward, for KSEC tobacco machinery customer relationship management to
provide a theoretical basis.
Key words: KSEC；Tobacco Machinery；Customer Relationship Management；
Customer Value