哈尔滨重工设备制造有限公司是重工制造行业的典型企业，属于客户稀
缺行业，自从中国加入 WTO 以来，国外的重工企业侵蚀着国内原本有限的
市场，哈重工唯有通过加强企业自身客户关系管理的能力，才能在残酷的市
场中生存发展，然而，哈重工对客户关系管理的认知处于初级阶段，导致相
关工作还有很多不足之处。
文章通过对重工设备制造行业的竞争对手分析，企业内部分析，产品行
业分析，结合对企业内部人员访谈地综合分析，从产品销售前、销售中、销
售后三个阶段的角度，阐述哈重工在客户关系管理方面的工作现状，分析了
相应工作的问题所在与产生的原因，利用客户关系管理的相关知识提出了改
进对策，包括经营理念的转变、信息收集的统一、建立数据库、细分客户、
提高服务质量等方面的工作内容。同时，文章对哈重工的客户关系管理的实
施步骤与保障措施进行了相应地探讨。
这些改进对策在实施步骤和保障措施的辅佐下，可以帮助哈重工奠定客
户关系管理基础，还可以帮助哈重工提高客户的满意度和忠诚度，进而为哈
重工创造更高利润。
关键词：客户关系管理；客户满意度；客户忠诚度哈尔滨工业大学工商管理硕士学位论文
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Abstract
The competition among enterprises has become even more intense and
highly competitive especially in the expansion of economic globalization today,
which, undoubtedly, makes the number of customers the core value of a company,
because the customer quantity determines the profit of a company. Meanwhile,
more companies are paying close attention on strengthening the management of
customer relations so as to attract more people and increase the efficiency of
management; moreover, it plays an important role in decreasing cost of products
and increasing the future profit as well as promoting the core competition of a
company.
The Harbin Heavy Industry Equipment Manufacturing Co., Ltd (HHIEM) is
a representative company in heavy industries, which, to some extent, i s tend to
be in lack of customers. However, foreign heavy industries have entered in to the
limited margin of domestic market when China has joined in WTO. Under these
circumstances, only by enhancing the abilities of customer relations management,
the HHIEM can seek their own development in the harsh marketing competition.
On the other hand, it can’t be neglected the shortcomings in the enterprise
management, that is, the company has a superficial and starting recognition and
understanding of customer relations management.
The thesis is through the research angle of the competitors' analysis, the
internal analysis, and the trade analysis of the heavy equipment manufacturing
industry, combined with comprehensive analysis of interviews with internal staff.
It elaborates the current situations of customer relations management of the
enterprise, and analyzes the origins and difficulties of the companies’
management by three different steps of products, which are pre-sale, on sale and
after-sale stages. Furthermore, at the end of the paper, it offers methods to
improve customer relations management according to current difficulties,
including the alteration of corporate culture, the unification of information
collection, the building of data base, the classification of customers and the
improvement of customer service vice versa. Meanwhile, the thesis is focus on
the research of the implementation steps and protective measures of the customer
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