I 摘要 中国市场经济在高速发展 30 多年后的今天，客户资源对于一家成功的企业来 说无疑已经成为关系到企业能否在惨烈的市场竞争中站稳脚跟并发展壮大的基 础。“客户就是上帝”、“客户是企业生存和发展的源动力”这些观点已经在各 行种业得到了广泛的认同。在这些观点的导向下，不在少数的企业为了拿到客户 订单、抢占市场份额、做大生产规模而不惜向“上帝”无原则妥协，参与残酷的 价格竞争等。这些企业虽然拿到不少订单，但却发现公司往往发展得并不顺利， 发展壮大更无从谈起。越来越多的企业开始认识到并不是所有的“上帝”都能为 企业带来效益。客户也需要被细分，也需要被管理。只有那些对企业来说具有价 值的客户才值得企业调配更多的资源来对它进行服务。 本文在客户价值理论基础上，以 P 公司为研究实例，通过对 P 公司的客户为 企业带来的价值评估和细分，提出相应的资源配置策略。 P 公司是一家成立于 2013 年的专业浪涌防雷器（SPD）生产制造商和防雷解 决方案的提供商。该公司目前拥有约 200 名员工，年销售额约合人民币近 1 亿 元，是一家相对典型的小型企业。该公司在结合了原英国 Smiths Group 和美国先 进可靠的技术，并在此基础进行了设计和生产工艺的改良，能够为客户提供高质 量且具有竞争优势的防雷产品。公司的客户分布在包括电信、轨道交通和电力 （新能源）等诸多行业中。 本文主要内容包括以下几点: 首先，对国内外在客户价值、客户细分、客户 价值评估方法等方面的研究现状作了简要的介绍和阐述；之后，对 P 公司营销现 状进行了分析并提出用客户当前价值、客户潜在价值和客户忠诚度三个指标对客 户价值进行综合评价的思路，搭建了该公司的客户价值评估体系；然后，根据此 评估体系对客户进行了细分；最后，依据客户细分提出了相应的服务策略优化方 案，以帮助企业识别高价值客户，从客户价值管理方面提升企业的获利能力。 关键字，客户价值，客户细分，浪涌防雷器ABSTRACT II ABSTRACT After over 30 years’rapid development of the China's market economy， customer resources for a successful enterprise has undoubtedly become a foundation to the enterprise which can survive the fierce market competition and grow up. The Views of the client is God and Customer is the source power of enterprise survival and development have been widely recognized in various lines of practice. Under the guidance of these views，a few enterprises do not hesitate to compromise with the God without principle，participate in cruel price competition in order to get customer orders，seize market share，increase production scale and so on. Although they have received a lot of orders，but only to found that the company often does not develop smoothly，development and growth is not possible to talk about. More and more enterprises begin to realize that not all God can bring benefits to enterprises. Customers also need to be subdivided and managed. Only those customers who are valuable to the enterprise are worth allocating more resources to serve it. Based on the theory of customer value and taking P company as an example, this paper puts forward the corresponding resource allocation strategy by evaluating and subdividing the value brought by P company's customers. P company is a professional surge protection manufacturer and a surge protection solution provider founded in 2013. The company currently employs about 200 people and has an annual sale of about 100 million RMB, a typical small company. The company combines the British Smiths Group and the United States advanced and reliable technology， and on this basis to improve the design and production process， to provide customers with high-quality and competitive advantage of surge protection products. The company's customers are in the telecommunications，rail and new energy and ect. The main contents of this paper include the following points: Firstly, the research status of customer value, customer segmentation and customer value evaluation methods at home and abroad are briefly introduced and elaborated; then, the current marketing situation of P company is analyzed and the idea of comprehensive evaluation of customer value from three dimensions of customer current value, customer potential value and customer loyalty is put forward. The company's customer value evaluationABSTRACT III system; then, according to this evaluation system, the customers are subdivided into different groups; finally, according to customers subdivision, the corresponding service strategy optimization scheme is proposed to help enterprises identify high-value customers, and enhance the profitability of enterprises from the aspect of customer value management. The analysis methods and conclusions adopted in this paper are also applicable to some other small and medium-sized enterprises. Keywords，Customer value, Customer egmentation, Surge Protective Device目 录 IV 目录 第一章 绪论.....................................................................................................................1 1.1 研究的背景......................................................................................................... 1 1.2 研究的目的及意义............................................................................................. 1 1.2.1 研究的目的 .............................................................................................. 1 1.2.2 研究的意义 .............................................................................................. 2 1.3 研究方法及思路................................................................................................. 2 1.3.1 研究的方法 .............................................................................................. 2 1.3.2 研究的思路 .............................................................................................. 3 1.4 本文的结构和内容............................................................................................. 3 第二章 相关理论综述.....................................................................................................5 2.1 客户..................................................................................................................... 5 2.2 客户价值............................................................................................................. 5 2.2.1 国外客户价值研究现状 .......................................................................... 5 2.2.2 国内客户价值研究现状 .......................................................................... 7 2.3 客户价值评估及细分......................................................................................... 8 2.4 SWOT 分析模型 ................................................................................................. 9 2.4.1 SWOT 简述............................................................................................... 9 2.4.2 SWOT 法分析步骤................................................................................. 10 第三章 P 公司营销现状分析........................................................................................11 3.1 防雷行业发展现状............................................................................................11 3.1.1 防雷产品的发展历程 .............................................................................11 3.1.2 防雷市场分析 ........................................................................................ 12 3.1.3 防雷行业总结 ........................................................................................ 14 3.2 P 公司营销现状分析 ........................................................................................ 15 3.2.1 P 公司简介.............................................................................................. 15 3.2.2 P 公司内部环境分析.............................................................................. 15 3.2.3 P 公司外部环境分析.............................................................................. 16 3.2.4 P 公司 SWOT 分析................................................................................. 19 3.2.5 P 公司营销现状分析.............................................................................. 20 3.3 现行营销问题总结........................................................................................... 23目 录 V 3.3.1 现行营销中存