客户关系管理作为 21 世纪从西方逐渐兴起的企业管理思维，已在国内外的企业 管理中发挥着越来越重要的作用。面对日益激烈的市场竞争环境和客户需求的多样 化，传统 4P 理论已不能满足企业发展需求，企业需要把聚焦点从原来的“物”，即产 品身上转移至“人”，即客户身上，将客户作为企业最重要的资源，不断研究和提高 企业的客户关系管理能力，增强企业的核心竞争力。 本文以工业水处理 T 企业的客户关系管理作为研究对象，从客户关系管理相关理 论出发，在阅读并吸收已有文献资料的基础上，通过阐述行业背景、公司经营环境分 析以及客户关系管理现状，指出在当今市场竞争条件下，T 企业优化自身客户关系管 理的必要性。通过问卷调查及员工访谈，并结合定性与定量分析，本文从组织定位、 组织架构、客户定位及信息要素四个客户关系管理组成要素的维度，提出了 T 企业面 临着客户关系管理战略及策略缺位；缺乏健全、高效的客户关系管理体系和运作模式； 客户细分不够完善、个性化服务创新滞后，以及信息系统利用与客户关系管理不够匹 配四个方面的问题，并总结了问题存在的原因。 在明确了 T 企业客户关系管理优化改进的方向后，本研究认为工业水处理 T 企 业应从建立客户关系管理的经营理念；建设具有个性的客户关系管理体系；有效细分 客户市场，重点客户专项管理；构建客户关系管理的技术体系四个方面，从思想至工 具对客户关系进行优化改进及有效管理。在论文的最后，作者给出了 T 企业进行客户 关系管理优化的保障措施及分阶段的实施步骤。 得客户者得天下。企业需要以客户为中心，将越来越多的资源与精力投入到与客 户的关系管理之中，以谋求最大程度满足客户个性化需求，换取客户的信任与长期忠 诚，从而不仅达到与客户的双赢，更能使企业立于市场竞争的不败之地。 关键词：客户关系管理；客户关系优化；工业水处理企业III Abstract Customer relationship management (CRM), as an enterprise management thinking that has been gradually rising from the West in the 21st century, has been playing a crucial role in the enterprise management at home and abroad. In the face of increasingly fierce market competition environment and diversified customer demands, the traditional 4P theory can no longer meet the demands, enterprises need to shift their focus from the original "things", i.e. products, to "people", i.e. customers,regarding customers as the most important resource for enterprises and constantly improve their customer relationship management ability so to enhance their core competitiveness. Through questionnaire survey and employee interviews, combined with qualitative and quantitative analysis, this paper proposes that T company is faced with four problems regardsing customer relationship management.They are the absence of CRM strategies and tactics,lack of sound and efficient customer relationship management system and operation mode,imperfect customer segmentation, lagging personalized service innovation and mismatch between information system utilization and customer relationship management.At the end of this part, the author analyzes the causes of these problems.Based on reading and absorbing the existing literature, this paper points out the necessity of T company optimizing their customer relationship management under the current market competition conditions by expounding the industry background, the analysis of the company's operating environment and the current situation of customer relationship management. After defining the direction of T company customer relationship management optimization and improvement, this study believes that the industrial water treatment T company should trengthen work in four aspects.Keep learning, change the concept of customer relationship management business philosophy; To build a characteristic customer relationship management system; Effectively subdivide customer market, key customer special management; Construct the technical system of customer relationship management, optimize and improve customer relationship and manage it effectively from thought to tool. At the end of this paper, the author gives the guarantee measures and phasedIV implementation steps for T company to optimize customer relationship management. Who wins the customer will win the world.Enterprises need to be customer-centric, put resources and attention into relationship management with customers. The purpose of doing so is to seek to meet the personalized needs of customers , in exchange for customers' trust and long-term loyalty, so as not only to achieve a win-win situation with customers, but also to make the enterprise win the market in an invincible position. Keywords：Customer Relationship Management; Customer Relationship Optimization; Industrial Water Treatment Company目录 致谢 ....................................................................I 摘要 ................................................................... II Abstract .............................................................. III 第 1 章 绪论 ............................................................ 1 1.1 选题背景及研究意义 .............................................. 1 1.1.1 选题背景 .................................................... 1 1.1.2 研究意义 .................................................... 2 1.2 国内外研究现状及理论基础 ........................................ 3 1.2.1 国内外研究现状 .............................................. 3 1.2.2 理论基础 .................................................... 6 1.3 研究内容框架 .................................................... 9 1.4 研究方法与技术路线图 ........................................... 10 1.4.1 研究方法 ................................................... 10 1.4.2 技术路线图 ................................................. 10 1.5 本文主要创新点 ................................................. 11 第 2 章 工业水处理 T 企业运营环境分析 ................................... 12 2.1 工业水处理行业简介 ............................................. 12 2.2 T 企业概况 ..................................................... 13 2.2.1 公司简介 ................................................... 13 2.2.2 人员与组织结构 ............................................. 14 2.2.3 产品与解决方案 ............................................. 15 2.3 T 企业内、外部环境分析 ......................................... 18 2.3.1 政策环境分析 ............................................... 18 2.3.2 T 企业技术地位分析.......................................... 19 2.3.3 T 企业客户特点分析.......................................... 21 2.3.4 T 企业竞争对手分析.......................................... 23 2.4 分析结论 ....................................................... 25 第 3 章 工业水处理 T 企业客户关系管理现状及存在问题 ..................... 263.1 T 企业客户关系管理现状 ......................................... 26 3.1.1 客户管理区域化 ............................................. 26 3.1.2 岗位工作职责与业务合作流程 ................................. 27 3.1.3 现有的客户关系管理工具 ..................................... 28 3.2 客户关系问卷调查及员工访谈 ..................................... 28 3.2.1 调研过程 ................................................... 29 3.2.2 数据分析 ................................................... 30 3.3 T 企业客户关系管理存在的问题及原因 ............................. 35 3.3.1 客户关系管理战略及策略缺位 ................................. 35 3.3.2 缺乏健全、高效的客户关系管理运作模式 ....................... 36 3.3.3 客户细分管理不完善，个性化服务创新滞后 ..................... 37 3.3.4 信息系统利用与客户关系管理不够匹配 ......................... 38 3.4 本章总结 ....................................................... 40 第 4 章 工业水处理 T 企业客户关系管理优化方案 ........................... 41 4.1 建立客户关系管理的营销理念 ..................................... 41 4.1.1 为客户提供价值销售，提高不可替代性 ......................... 41 4.2.2 加强销售人员主动管理客户的能力 ............................. 42 4.2.3 对销售人员定期开展业务培训 ................................. 43 4.2 建设具有个性的客户关系管理体系 ................................. 45 4.2.1 扩充技术服务人员的工作职责 ................................. 45 4.2.2 搭建部门合作制度，全面掌控客户状态 ......................... 46 4.2.3 建立客户满意度调研制度 ..................................... 47 4.3 有效细分客户市场，重点客户专项管理 ............................. 48 4.3.1 识别客户，对客户进行细分 ................................... 48 4.3.2 服务创新，重点客户专项管理 ................................. 50 4.3.3 提出客户忠诚计划 ........................................... 52 4.4 构建客户关系管理的技术体系 ..................................... 53 4.4.1 eCRM 介绍................................................... 53 4.4.2 eCRM 的作用................................................. 56 4.4.3 实施 eCRM 的步骤与阶段 ...................................... 58第 5 章 工业水处理 T 企业客户关系管理实施保障和步骤 ..................... 60 5.1 实施保障 ....................................................... 60 5.1.1 企业文化保障 ............................................... 60 5.1.2 eCRM 的实施保障............................................. 61 5.1.3 财务保障 ................................................... 63 5.2 实施步骤 ....................................................... 63 第 6 章 结论与展望 ..................................................... 66 6.1 基本结论 ....................................................... 66 6.2 展望 ........................................................... 66