随着我国社会和经济的发展，人们生活水平的进一步提升，加上“全面二胎” 政策的实施，我国的妇产医院得到了快速的发展，迎来了发展的机遇，同时也面 临着较大的挑战，而挑战的根源就是客户，这就需要妇产医院关注客户，提升客 户转化率，促进妇产医院的发展。特别是作为私立的妇产医院，其在没有禀赋优 势的情况下，更要关注客户转化率。 本文以SM私立妇产医院为研究对象，对其客户转化率的现状和提升策略进 行分析：首先，在对本研究的研究背景、研究意义和研究现状进行阐述的基础上， 提出本研究的核心问题。其次从两个方面阐述了理论和概念，一方面是对理论基 础的阐述，包括了对转化率、客户转化率、客户关系管理的理论阐述，同时，也 对CRM和AISAS模型以及消费者行为理论进行了深入分析阐述，为本文的分析提 供了理论支撑。另一方面是文献综述，通过国内外研究现状的分析，综述国内外 有关转化率、客户关系及妇产医院的相关研究，并进行了文献评述，为本文的分 析提供了文献支撑。再次是在对SM私立妇产医院概述的基础上，运用问卷调查 方法对其客户转化的现状进行调查分析，从而进一步提出其客户转化中存在的问 题，并剖析了问题存在的原因，为下一部分的针对性方案设计和保障措施提出奠 定基础。紧接着对SM私立妇产医院客户转化率提升方案设计分析，提出了加强 全过程客户关系管理，强化全渠道客户数据整合，提升线上线下融合，提升回应 效率及后续跟踪等提升策略，以解决SM私立妇产医院客户转化存在的问题。最 后借鉴全面质量管理（TQM）的“三全”理念，从全员参与保障、全过程的保障、 全面的保障三个方面提出了SM私立妇产医院客户转化率提升方案实施的保障措 施，该部分是为了设计的客户转化率提升方案的实施，提供针对性的保障，确保 方案取得预计效果。通过本文的分析，能够为相关研究起到丰富的作用，也对其 他妇产医院提升客户转化率提供借鉴。 关键词：妇产医院；客户转化率；客户关系 ABSTRACT With the development of our society and economy, the further improvement of people's living standards, and the implementation of the "comprehensive two child" policy, China's maternity hospital has been rapid development, ushered in the opportunity for development, but also faced with greater challenges, the root of which is the customer, which requires the maternity hospital to pay attention to customers, improve the conversion rate of customers, and promote the development of maternity hospital Development. Especially as a private maternity hospital, it should pay more attention to the conversion rate of customers when it has no advantage of endowment. This paper takes SM private maternity hospital as the research object, and analyzes the current situation and promotion strategy of its customer conversion rate. Firstly, based on the elaboration of the research background, research significance and research status, this paper puts forward the core issues of this study. Secondly, it expounds the theory and concept from two aspects. On the one hand, it expounds the theoretical basis, including the theory of conversion rate, customer conversion rate and customer relationship management. On the other hand, it also makes an in-depth analysis of CRM, AISAS model and consumer behavior theory, which provides theoretical support for the analysis of this paper. On the one hand, literature review, through the analysis of research status at home and abroad, summarizes the domestic and foreign research on conversion rate, customer relationship and maternity hospital, and makes literature review, which provides literature support for the analysis of this paper. The third is based on the overview of SM private maternity hospital, using the method of questionnaire to investigate and analyze the current situation of its customer transformation, so as to further put forward the problems existing in its customer transformation, and analyze the reasons for the problems, so as to lay the foundation for the next part of targeted program design and security measures. Then it analyzes the design of the customer conversion rate improvement scheme of SM private maternity hospital, and puts forward the improvement strategies such as strengthening the customer relationship management in the whole process, strengthening the integration of all channel customer data, improving online and offline integration, improving response efficiency and follow-up tracking, so as to solve the problems existing in the customer conversion of SM private maternity hospital. Finally, referring to the concept of "three complete" of TQM, this paper puts forward the guarantee measures for the implementation of SM private maternity hospital's customer conversion rate improvement scheme from three aspects: the whole staff participation guarantee, the whole process guarantee and the comprehensive guarantee. This part is to design the implementation of the customer conversion rate improvement scheme, provide targeted guarantee and ensure the expected effect of the scheme. Through the analysis of this paper, it can play a rich role for related research, and also provide reference for other maternity hospitals to improve customer conversion rate. Key words : Maternity hospital;Customer conversion rate; Customer relationship 目 录 摘要.............................................................................................................................I ABSTRACT..............................................................................................................II 第1章 绪论............................................................................................................1 1.1 研究背景和意义...................................................................................1 1.1.1 研究背景....................................................................................1 1.1.2 研究意义....................................................................................4 1.2 文献综述...............................................................................................4 1.2.1 国外研究现状............................................................................4 1.2.2 国内研究现状............................................................................5 1.2.3 文献评述....................................................................................6 1.3 研究内容和研究方法...........................................................................7 1.3.1 研究内容....................................................................................7 1.3.2 技术路线....................................................................................8 1.3.3 研究方法....................................................................................8 1.4 研究创新点...........................................................................................9 第2章 相关概念和理论基础简介......................................................................10 2.1 相关概念简介.....................................................................................10 2.1.1 私立妇产医院..........................................................................10 2.1.2 转化率内涵..............................................................................10 2.1.3 客户转化率..............................................................................10 2.2 相关理论.............................................................................................11 2.2.1 客户关系管理理论..................................................................11 2.2.2 AISAS客户模型理论.............................................................13 2.2.3 消费者行为理论......................................................................14 第3章 SM私立妇产医院客户转化率的现状与问题分析...............................15 3.1 SM私立妇产医院概述......................................................................15 3.1.1 SM私立妇产医院简介...........................................................15 3.1.2 SM私立妇产医院组织架构...................................................16 3.1.3 SM私立妇产医院发展历程简介...........................................16 3.2 SM私立妇产医院客户转化率的现状调查与分析..........................17 3.2.1 调查问卷设计及发放..............................................................17