目前，服务行业已成为经济增长主动力，其主力军却是小微企业。随着客户个性 化需求的不断增加，小微企业迎来了发展的机遇期，其发展方向是高品质、精细化和 专业化。因此，他们越来越重视对客户关系的管理，却总是受到规模、人才和资金等 各种资源的限制。“精益思想”的核心是以客户需求为拉动，以最小资源投入为目标.。 这样的背景下，尝试把精益服务和管理相关理论运用于小微企业的客户关系管理中， 或许可以为小微企业的发展壮大提供一条可行的路径。 本论文基于客户关系管理、精益服务和管理相关理论及模型，综合运用文献梳理、 数据分析和访谈等研究方法，以ML公司为研究对象进行客户关系管理优化策略研究。 通过对ML公司内外部环境和现有客户数据详细且全面的分析，发现其存在的问题并 查找到原因。在此基础上，本文提出适合ML公司客户关系管理的优化策略及保障措 施，并对未来的发展做出展望。 经过研究，本文为 ML 公司客户关系管理的优化及进一步发展提供了有益的理论 指导和实践支持；对于各类企业，尤其是类似 ML 公司这些已度过企业初创期、希望 有更长远发展的小微服务型企业而言，具有重要的借鉴意义；对于“上海服务”品牌 的打造以及中国经济的健康、可持续发展也具有现实意义。 关键词，客户关系管理；精益服务管理；小微服务型企业；IDIC 模型III Abstract The service industry has become the initiative of economic growth now. At the same time, the main force of the service industry is small and micro enterprises. With the increasing of customer individualized demands, small and micro enterprises have welcomed the period of opportunity for development, whose development direction is high quality, refinement and specialization. Therefore, they pay more and more attention to the management of customer relationship, but are always limited by various factors, such as scale, talents and fund. The core of the lean thoughts is to focus on the demand of customers and the minimum resource investment. Under this background, the theory of lean service and management can try to be used in the customer relationship management of small and micro enterprises, which may provide a feasible way for the development and growth of small and micro enterprises. The paper based on the theories and models of customer relationship management, lean service and management, using the research methods such as literature review, data analysis and interview will study the customer relationship management optimization strategies of ML Company. Through the detailed and comprehensive analysis of internal and external environment in ML Company and its existing customer data, the existing problems will be found and the reasons behind will be worked out. On this basis, the paper will put forward the related optimization strategies and safeguards measures of ML Company, and will make a prospect for the future development. Through the research, the paper will provide beneficial theoretical guidance and practical support for ML Company to further optimize its customer relationship management and further development; For all kinds of enterprises, especially those enterprises like ML Company, which have passed the initial period of the development and hope to have longer development, the paper hopes to have an important reference significance; the paper also will be of practical significance for the establishment of Shanghai service brand and the healthy development of Chinese economy.IV Keywords，Customer Relationship Management（CRM）; Lean Service Management; Small and Micro Service Businesses; IDIC Model目录 致谢.........................................................................................................................................I 摘要.......................................................................................................................................II Abstract ................................................................................................................................ III 第 1 章 绪论..........................................................................................................................1 1.1 研究背景 .................................................................................................................... 1 1.2 研究对象 ....................................................................................................................3 1.3 研究意义 ....................................................................................................................3 1.3.1 理论意义 .............................................................................................................3 1.3.2 实践意义 ............................................................................................................. 4 1.4 国内外研究文献综述 ................................................................................................ 4 1.4.1 国外相关研究 .....................................................................................................4 1.4.2 国内相关研究 .....................................................................................................5 1.4.3 现有研究评述 .....................................................................................................6 1.5 研究内容、拟解决问题和研究框架 ........................................................................7 1.5.1 研究内容和拟解决问题 .....................................................................................7 1.5.2 研究框架 .............................................................................................................7 1.6 研究方法与创新点 ....................................................................................................8 1.6.1 研究方法 .............................................................................................................8 1.6.2 研究创新点 .........................................................................................................9 1.7 本章小结 ....................................................................................................................9 第 2 章 理论基础................................................................................................................10 2.1 客户关系管理理论 .................................................................................................. 10 2.1.1RFM 模型...........................................................................................................12 2.1.2IDIC 模型 ...........................................................................................................12 2.1.3 客户生命周期 ...................................................................................................13 2.2 精益服务和管理理论 ..............................................................................................16 2.3 本章小结 ..................................................................................................................20第 3 章 ML 公司内外部环境分析.....................................................................................21 3.1ML 公司简介 ............................................................................................................ 21 3.2ML 公司外部环境分析——PEST 模型.................................................................. 23 3.2.1 政治 ...................................................................................................................23 3.2.2 经济 ...................................................................................................................23 3.2.3 社会 ...................................................................................................................24 3.2.4 技术 ...................................................................................................................25 3.3ML 公司内部能力分析——VRIO 模型 ................................................................. 25 3.3.1 公司能力的价值性 ...........................................................................................26 3.3.2 公司能力的稀有性 ...........................................................................................27 3.3.3 公司能力的不可模仿性 ...................................................................................28 3.3.4 公司的组织管理 ...............................................................................................28 3.4 本章小结 .................................................................................................................. 29 第 4 章 ML 公司客户关系管理现状及存在的问题.........................................................30 4.1ML 公司客户现状分析 ............................................................................................ 30 4.1.1 客户基本概况 ...................................................................................................30 4.1.2 客户特征分析 ...................................................................................................30 4.1.3 客户消费行为分析——RFM 模型..................................................................34 4.2ML 公司客户关系管理存在的问题 ........................................................................ 36 4.2.1 识别客户能力不足 ...........................................................................................37 4.2.2 获取客户能力有限 ...........................................................................................37 4.2.3 服务客户能力欠佳 ...........................................................................................37 4.3ML 公司客户关系管理问题的原因分析 ................................................................ 38 4.4 本章小结 .................................................................................................................. 39 第 5 章 ML 公司客户关系管理优化策略...........................................................................40 5.1 客户精准识别优化策略 .......................................................................................... 40 5.1.1 深入识别客户需求与期望 ...............................................................................41 5.1.2 建立目标客户选择标准 ...................................................................................415.1.3 扩大目标客户接触途径 ...................................................................................42 5.2 客户差异营销优化策略 .......................................................................................... 42 5.2.1 一般潜在客户营销策略 ...................................................................................42 5.2.2 竞争对手客户营销策略 ...................................................................................43 5.2.3 产业链合作企业客户获取策略 .......................................................................43 5.3 客户精益服务和管理优化策略 .............................................................................. 43 5.3.1 重新定义客户导向的价值流 ...........................................................................44 5.3.2 持续改善服务和管理流程 ...............................................................................45 5.3.3 增强定制化服务能力 .......................................................................................45 5.4 本章小结 .................................................................................................................. 46 第 6 章 客户关系管理策略保障........................................................................................47 6.1 资金保障 .................................................................................................................. 47 6.2 人员保障 .................................................................................................................. 47 6.3 客户支持 .................................................................................................................. 48 6.4 技术保障 .................................................................................................................. 48 6.5 本章小结 .................................................................................................................. 49 第 7 章 结论与展望............................................................................................................50 7.1 基本结论 .................................................................................................................. 50 7.2 本文研究中的不足 .................................................................................................. 51 7.3 后续研究展望 .......................................................................................................... 51 7.4 本章小结 .................................................................................................................. 52