本文的研究对象为 D 公司，该公司的主营业务是珠宝销售和首饰设计加工
宝石销售方面的产品有翡翠白玉、彩色宝石、钻石裸石、其他杂石、黄金首饰等；
珠宝设计方面开展的业务有珠宝高端定制、珠宝加工镶嵌、首饰清洗维护等。创
立之初，D 公司采取以设计定制为主，原石销售为辅的经营模式，产品注重设计
和品质，因此吸引了一批追求个性化产品的中高端消费群体
本文通过对国内外相关学术理论和研究成果的学习与总结，在文献调查法、
比较研究法和定量分析等方法的基础上，发现了企业在顾客管理中出现的问题，
主要体现在顾客信息收集不足、顾客分类管理混乱、各部门间的沟通不畅、市场
和竞争对手的信息收集不及时、产品售后服务分配不合理、CRM 系统未能充分利
用等
本文以顾客关系管理、顾客价值理论、顾客满意度理论、顾客细分理论等方
法为指导，研究分析了 D 企业的顾客关系状态，通过计算相关数据，得出产品的
维系成本、合同额和毛利润之间的关系，审视企业在顾客关系管理中遇到的问题，
其主要表现为，企业各部门之间缺乏有效的沟通平台，市场和顾客信息收集不畅
通，CRM 系统未得到充分利用和开发。本文假设企业的关键性经营指标之间具有
某种相关性，通过一系列的数据验证，得出这种相关性的存在。最后，设计出解
决 D 公司顾客关系管理问题的方案
本文所采用的理论依据，收集的相关数据，发现问题解决问题的思路，对于
相似的生产服务型企业的营销运营，具有参考价值
关键词：珠宝，顾客关系管理，顾客价值，CRM 系统2
Abstract
From 2011 to now, sales of Jewelry are booming in China，which has overtaken
Japan as the second biggest Jewelry Consumption Market in the world. China’s
annual jewelry consumption is more than 100 billion U.S dollars, and make a huge
contribution to GDP of China, so more and more people focus on jewelry industry
The study object of this thesis, D company is a enterprise which has two main
business, one is jewelry sales , another one is jewelry design and manufacture. D
company sales jades, precious gems, diamonds, other stones and gold jewelry. D
company also develops other business like high-end customization, jewelry design,
manufacture and inlay, clean and maintenance and so on. At the beginning of building,
designed products are main sales, the original stone as a secondary. Products focus on
design and quality, which attracted a number of high-end consumers.
This paper summarizes the results of domestic and foreign academic theories and
researches Through the literature survey, comparative research and quantitative
analysis methods, the analysis found that the problems about management, mainly
reflected in the lack of customer information collection, customer classification
management confusion, poor communication between departments, the information
collection of competitors is not timely, products after-sales service allocation is not
reasonable, failed to make full use of CRM systems.
Based on the methods of Customer Relationship Management, Customer Value
Theory, Customer Satisfaction Theory and Customer Segmentation Theory, this paper
analyzes the customer relationship status of D company, and calculate the relevant
data. The relationship between the maintenance cost, the contract amount and the
gross profit of the product, and examines the problems encountered in the
management of the customer relationship. The main performance state is that there is
no effective communication platform between the various departments of the
enterprise, and the market and customer information collection is not smooth, CRM3
system is not well used and developed. This paper assumes that there is some
correlation between the key business indicators of the enterprise, and through a series
of data validation, the existence of this correlation is obtained. Finally, design a
method to solve the problem of customer relationship management program.
Keywords: Jewelry, Customer relationship management, Customer value, CRM
system4
目 录
第 1 章 绪论......1
1.1 研究的目的与意义......3
1.2 国内外研究现状..........3
1.3 研究内容..........4
1.4 研究方法与思路..........5
第 2 章 相关理论与方法综述..8
第 3 章 公司经营管理现状分析........13
3.1 公司概述........13
3.2 公司管理制度13
3.2.1 公司组织结构..13
3.2.2 公司相关部门与顾客间的交互关系..14
3.2.3 销售部门管理制度......17
3.3 公司业务流程18
3.4 公司产品销售情况分析........19
3.4.1 关键经营指标相关性分析......19
3.4.2 关键经营指标变化趋势分析..22
3.4.3 销售产品分析..24
第 4 章 公司顾客关系管理现状分析28
4.1 顾客信息分类28
4.2 重点顾客信息分析....31
4.3 顾客细分........34
4.4 不同类型顾客对企业的贡献率........36
第 5 章 公司顾客关系管理制度的优化完善38
5.1 公司顾客关系管理系统的问题........38
5.2 顾客关系管理业务内容优化40
5.2.1 扩大顾客群体的方案..405
5.2.2 顾客关系管理技术平台升级..42
5.3 改善 CRM 系统，建立 CRM 市场营销组织..........43
第 6 章 结论....45
致 谢....46
参考文献..........47
附 录....49
附录一.......49
附录二.......51
附录三...
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