随着世界新经济时代的来临，互联网技术飞速发展，对现有企业经营管理和运营模式 带来了巨大的冲击，企业运营从传统的以产品为中心转向以客户为中心，竞争的焦点不再 是过去的以技术为核心，而是进入到以客户为中心的运营管理模式。在浴霸小家电行业里， 由于技术壁垒不高，生产企业较多，竞争十分激烈。作为老牌浴霸生产企业，AP 公司想 要在激烈的竞争中获得竞争优势，提高市场份额，形成核心竞争力，使公司获得长足发展， 就必须在客户管理上能有所突破。 为此，AP 公司新成立了客户维护部，并委托杭州市质量研究院对本公司的客户满意 度情况进行了一次调查，希望能在客户关系管理上能有所突破。然而单单依靠客户满意度 调查结果对客户进行细分并制定客户维护策略显然不够科学，因为不同的客户对 AP 公司 而言本身所具有的价值是不同的，对不同价值的客户采取同样的维护措施，不仅效果差， 而且浪费公司的客户维护资源，这显然与公司成立客户维护部的初衷相违背。因此，AP 公司需要根据自身所处的行业特点以及公司客户实际情况，制定一套客户价值评价体系用 以对本公司的客户价值进行计算，从而根据客户满意度和客户价值进行客户细分，在客户 细分的基础上采取差异化、有针对性的客户维护策略。 本文的主要研究内容有，首先，对浴霸行业的基本情况进行调研分析，并对客户价值、 客户细分等文献资料进行学习和研究，对该领域的研究情况进行归纳；其次，对 AP 公司 所处的行业特点和公司特点进行分析，找出 AP 公司客户的特点以及相关行业特点，再深 入查找公司具体的客户管理问题；再次，通过对现有客户价值评价体系的研究，结合公司 所在行业特点和客户管理问题，构建 AP 公司的客户价值评价指标体系，采用 AHP 层次分 析法对各个指标进行权重计算，最终形成符合 AP 公司需求且经过验证的客户价值评价指 标体系；最后，根据公司数据库计算 AP 公司的客户价值，再结合 AP 客户满意度调查结 果对公司客户进行细分，并针对不同的客户群体采取不同的客户维护策略。 通过客户价值评价体系的构建，可以让企业摆脱因个人主观意愿导致的评价偏差，在 客户细分的基础上，可以有效节约客户维护的各种资源，有利于销售部根据客户价值在销 售过程中为客户提不同的优惠策略。同类型的浴霸、小家电企业可借鉴本论文的客户细分 方法、客户差异化维护策略等，找到自身的竞争优势。 关键词，客户满意度；客户价值；层次分析法；客户细分；客户维护浙江理工大学硕士专业学位论文 II Abstract With the development of new world economy,the rapid development of Internet technology has brought great impact on the management and operation mode of the existing enterprises. The enterprise operation has shifted from the traditional product centered to the customer, and the focus of the competition is no longer the technology as the core, but the operation management mode centered on the customer.In the bathing appliance industry, the technical barriers are not high, the production enterprises are more and the competition is fierce. As the old bathing company, AP Company wants to gain competitive advantage in the fierce competition, improve market share, form the core competitive power and make the company get great development, so it must be able to break through the customer management. So, AP Company has set up a new customer maintenance department, and commissioned the Hangzhou quality research institute to conduct a survey on the customer satisfaction of the company, hoping to make a breakthrough in the management of customer relations.However, it is obviously unscientific to subdivide customers and formulate customer maintenance strategies by relying solely on customer satisfaction survey results.Because different customers have different value to AP Company, the same maintenance measures for different value customers are poor and waste the company's customers to maintain the resources, which is obviously contrary to the original intention of the company's establishment of the customer maintenance department.Therefore, AP Company needs to establish a set of customer value evaluation system based on the characteristics of its own industry and the actual situation of its customers, so as to calculate the customer value of the company so as to subdivide customers according to customer satisfaction and customer value, and adopt different and targeted customers on the basis of customer segmentation. The main research contents of this paper are as follows: first, the basic situation of bathing bully industry is investigated and analyzed, and the literature materials such as customer value and customer segmentation are studied and studied, and the research situation in this field is summarized. Secondly, the industry characteristics and the characteristics of AP Company are analyzed, and AP customers are found out. The characteristics and the existing problems in customer management; thirdly, study the existing customer value evaluation system, combine the actual situation of the company, construct the AP company's customer value evaluation index system, use the AHP analytic hierarchy process to calculate the weight of each index, and finally obtain the AP company customer value evaluation index system; After validating the浙江理工大学硕士专业学位论文 III effectiveness of AP's customer value evaluation index system, the customer value and customer satisfaction of AP company are subdivided and different customer maintenance strategies are adopted for different customer groups. Key Words: Customer satisfaction; Value of customer; Analytic Hierarchy Process; Customer subdivision; Customer maintenance measures浙江理工大学硕士专业学位论文 IV 目 录 摘要...............................................................................................................................................I Abstract .........................................................................................................................................II 目 录............................................................................................................................................ IV 1 绪 论...........................................................................................................................................1 1.1 研究背景...............................................................................................................................1 1.2 研究目的及意义...................................................................................................................2 1.2.1 研究目的.....................................................................................................................2 1.2.2 研究意义.....................................................................................................................2 1.3 研究内容及框架...................................................................................................................3 1.3.1 研究内容.....................................................................................................................3 1.3.2 本文框架.....................................................................................................................3 1.4 研究方法与技术路线...........................................................................................................4 1.4.1 研究方法.....................................................................................................................4 1.4.2 技术路线.....................................................................................................................5 1.5 主要创新点...........................................................................................................................6 2 理论基础与研究综述.................................................................................................................7 2.1 理论基础...............................................................................................................................7 2.1.1 客户价值.....................................................................................................................7 2.1.2 顾客满意.....................................................................................................................8 2.1.3 客户细分.....................................................................................................................9 2.2 研究