客户关系管理（CRM）是通过对企业与客户间的关系进行科学的管理，是寻 求企业盈利水平最大化，同时为客户创造最大价值的一种可靠的途径。客户关系 管理在零售企业一直是个难题，传统的管理方式面临的是海量数据和不确定的客 户，难以采集详细全面的客户信息及相关数据，使得在能客户关系管理未能形成 核心竞争力，无助于企业未来的长远发展。虽然不少零售企业虽然引进了 CRM 系统，但系统的使用几乎均只处在一个简单的流程系统化、管理系统化的初级阶 段，对于海量的数据没有进行深度挖掘，导致了资源的浪费，无法形成竞争力， 现有的 CRM 系统已经不能适应当前多元化要求的市场，亟需根据企业实际运营情 况进行调整和优化。 HS 超市自 2001 年开业至今，现已拥有连锁的综合超市、便利店 70 家，物 流中心 5 处，是一家较为成熟的实体连锁零售企业，随着市场竞争的日益激烈， 建设客户关系管理系统是 HS 超市未来发展的基础。本文结合客户关系管理、数 据挖掘的相关理论概念，以 HS 超市应用实施 CRM 项目为具体案例，对 CRM 系统 在连锁零售企业中的作用进行了分析研究，CRM 系统在管理企业客户关系中成效 显著，主要表现为：通过海量数据，实现客户的合理划分；以客户为中心，实现 精细化营销；与客户之间构建情感联系，增强其忠诚度。通过对企业实际运用 CRM 系统的情况分析，得出 CRM 系统在实际运用中存在的不足：客户数据存在问 题、系统功能存在问题、智能化水平低，以及和国内外大型超市 CRM 系统上存在 差距，并给出相应的改进模型及优化建议：改进客户关系管理系统模型；创新管 理理念；科学地使用数据挖掘、主数据管理与系统融合在内的高新技术对 CRM 系统做出优化，使其进一步得到完善。 关键词：客户关系管理 数据挖掘 零售企业 Abstract Customer Relationship Management (CRM) is an effective way to balance the profit maximization and customer value maximization through the detailed management of the relationship between enterprises and customers. Customer Relationship Management (CRM) has always been a difficult problem in retail enterprises. Traditional management methods are faced with massive data and uncertain customers. It is difficult to collect detailed and comprehensive customerHS 超市客户关系管理系统优化研究 5 information and related data, which makes CRM unable to form strong competitiveness and is not conducive to the long-term development of enterprises. Although many retail enterprises have introduced CRM system, the use of the system is almost in the primary stage of a simple process systematization and management systematization. The massive data has not been deeply mined, resulting in the waste of resources and the inability to form competitiveness. The existing CRM system can no longer adapt to the current diversified market, so it is necessary to implement the system according to the actual situation of enterprises The business situation will be adjusted and optimized. Since its opening in 2001, HS supermarket has 70 comprehensive supermarkets, convenience stores and 5 logistics centers. It is a relatively mature entity chain retail enterprise. With the increasingly fierce market competition, the construction of customer relationship management system is essential for HS supermarket to achieve better and longer-term development. In this paper, combined with the related theoretical concepts of customer relationship management and data mining, taking the application and implementation of CRM project in HS supermarket as a specific case, this paper analyzes and studies the role of CRM system in chain retail enterprises. The application of CRM system has brought great effectiveness to the enterprise customer relationship management, which is manifested in the following aspects: using massive data to scientifically subdivide customers; taking customers as the center, realizing refinement Refine marketing; establish emotional contact with customers to improve customer loyalty. Through the analysis of the actual application of CRM system in enterprises, this paper concludes that there are some problems in the practical application of CRM system, such as customer data problems, system function problems, low level of intelligence, and the gap between CRM system of large supermarkets at home and abroad, and puts forward the corresponding improvement model and optimization suggestions: improve the customer relationship management system model; further update the customer relationship System management concept; using data mining technology, master data management and system integration and other technical means to optimize and improve CRM system. KEYWORDS: customer relationship management; data mining; retail enterprisesHS 超市客户关系管理系统优化研究 6 目 录 第一章 绪论.............................................................................................1 第一节 研究背景.................................................................................................1 第二节 研究意义.................................................................................................2 第三节 国内外研究现状.....................................................................................2 第四节 研究方法、内容及框架.........................................................................3 第二章 相关理论概述.............................................................................5 第一节 客户关系管理理论.................................................................................5 一、客户细分..................................................................................................5 二、客户满意度..............................................................................................6 三、客户价值..................................................................................................7 四、客户生命周期..........................................................................................8 第二节 新时代客户关系管理数据信息利用及价值挖掘.................................9 一、数据挖掘理论..........................................................................................9 二、客户关系中的数据挖掘..........................................................................9 三、客户数据挖掘在行业中的利用状况....................................................10 第三章 HS 超市客户关系管理现状分析............................................. 11 第一节 企业概况...............................................................................................11 一、HS 超市基本情况...................................................................................11 二、HS 超市竞争环境分析...........................................................................11 第二节 HS 超市客户分析....................................................................................13 一、客户价值细分........................................................................................13 二、购买渠道细分........................................................................................14 三、按地域细分............................................................................................14 第三节 HS 超市 CRM 系统建设..........................................................................15 一、HS 超市 CRM 系统建设的必要性...........................................................15 二、HS 超市 CRM 系统建设内容...................................................................16 第四节 HS 超市使用 CRM 系统对客户关系管理影响......................................17 一、利用海量数据，对客户科学细分........................................................17 二、以客户为中心，实现精细化营销........................................................18 三、和客户建立情感联系，提高客户忠诚度............................................19 第四章 HS 超市 CRM 系统存在的问题................................................. 20 第一节 HS 超市客户关系管理理念存在的问题..............................................20 第二节 HS 超市 CRM 系统本身存在的不足......................................................20 一、客户数据存在的问题............................................................................20 二、系统功能存在的问题............................................................................21 三、智能化水平较低....................................................................................21 第三节 HS 超市 CRM 系统与国内外大型超市之间存在的差距......................22 第五章 HS 超市客户关系管理改进模型及其优化建议.....................24HS 超市客户关系管理系统优化研究 7 第一节 HS 超市客户关系管理的改进模型......................................................24 第二节 进一步更新客户关系管理的目标.......................................................29 一、明确客户关系管理上升到战略高度....................................................29 二、强化以客户为中心的经营理念............................................................29 第三节 进一步优化和完善 CRM 系统建设.......................................................30 一、深度挖掘客户数据................................................................................30 二、运用主数据管理....................................................................................31 三、CRM 系统与其他系统整合.....................................................................32 第六章 结论与展望...............................................................................34 第一节 主要结论...............................................................................................34 第二节 研究展望...............................................................................................34 致谢............................................................................................................35