I 摘要 随着互联网时代的到来，中国IT市场的竞争越来越激烈，企业市场营销策略 逐渐由“以产品为中心”转化为“以客户为中心”。作为信息时代的领军人物，IT企业 自身的行业特点规定了IT企业更需在客户关系管理方面投入大量的资本，最大程 度地满足客户的多层次、个性化需求。依据现有的理论与实践条件，运用客户关系 管理理论，建立健全科学合理的“以客户为核心”企业运营机制，是一种切实可行的 措施。综观国内外已有的相关研究解困和成果可以发现，对客户关系管理的研究较 多，但针对如何为客户提供高效快捷的服务，在竞争激励的市场环境中占据明显优 势，留住老客户的同时吸引更多新客户已经成为IT企业获取竞争优势、维持企业 持续稳发展的关键。作为IT行业中的一员，LC公司也正面临着来自各方面的竞 争挑战，所以，LC公司内部优化客户关系管理显得尤为重要。 通过对有关客户关系管理的概念及基础理论的研究分析，简要阐述本文的研 究背景以及意义，介绍阐述本文所使用的研究方法以及思路框架。阐述分析本文所 涉及的理论基础及相关研究现状，具体包括客户关系管理的相关概括表述、大客户 管理理论等，然后对LC公司所处的内外部环境现状以及能力予以深入分析，采用 访谈法、问卷调查法等研究方法收集统计来自公司员工、客户的数据资料，并依据 LC公司当前的实际发展情况，分析并明确LC公司在客户关系管理方面存在的不 足之处。 针对分析所得的结果，提出解决方案，提出相应的优化策略，主要包括企业文 化、客户需求等方面。文章最后进行了总结，分析了本文的结论和未来研究展望。 关键词：IT企业；客户关系管理；客户满意度 北京交通大学硕士学位论文 II ABSTRACT With the advent of the Internet era, the competition in China's IT market is increasingly fierce, and the marketing strategies of enterprises are gradually transformed from "product-centered" to "customer-centered". As a leading figure in the information age, IT companies' own industry characteristics dictate that IT companies need to make great efforts in customer relationship management to meet customer personalized needs. As far as the current theoretical and practical conditions are concerned, with the help of customer relationship management theory, it is an effective way to realize a "customer- centric" business operation mechanism. Looking at the existing domestic and foreign related research solutions and results, it can be found that there are more researches on customer relationship management, but how to provide customers with more efficient, convenient and low-cost services, and stand out in the increasingly homogeneous market competition Retaining old customers and attracting new customers has become the key for IT companies to gain a competitive advantage and maintain a sustainable and stable development. As a member of IT companies, LC companies are also facing severe competitive pressures. Therefore, it is particularly important for LC companies to optimize customer relationship management. Through the research and analysis of the concepts and basic theories related to customer relationship management, briefly describe the research background and significance of this article, and introduce the research methods and ideas framework used in this article. Explain and analyze the theoretical basis and related research status involved in this article, including the relevant general description of customer relationship management, key customer management theory, etc., and then in-depth analysis of the current internal and external environment and capabilities of LC companies, using interview methods, Research methods such as questionnaire surveys collect and collect data from employees and customers of the company, and analyze and clarify the shortcomings of LC in customer relationship management based on the current actual development of LC. Therefore, in order to solve the problems existing in the LC company, a solution is proposed, and corresponding optimization strategies are proposed, which mainly include aspects such as corporate culture and customer needs. The article concludes with an analysis of the conclusions and future research prospects. ABSTRACT III KEYWORDS：IT Enterprise;Customer Relationship Management;Customer Satisfaction 北京交通大学硕士学位论文 IV 目录 摘要 ............................................................................................................................ I ABSTRACT ............................................................................................................. II 1 绪论 ..................................................................................................................... 1 1.1 研究背景及意义 ........................................................................................... 1 1.2 研究内容和基本框架 ................................................................................... 2 1.2.1 研究内容 ............................................................................................... 2 1.2.2 基本框架 ............................................................................................... 3 1.3 研究方法和创新点 ....................................................................................... 3 1.3.1 研究方法 ............................................................................................... 3 1.3.2 创新点 ................................................................................................... 4 2 相关理论基础及国内外研究现状 ..................................................................... 5 2.1 客户关系管理的定义及内涵 ....................................................................... 5 2.2 客户关系管理理论 ....................................................................................... 6 2.1.1 RFM模型 ............................................................................................. 6 2.1.2 IDIC模型 .............................................................................................. 7 2.1.3 客户生命周期 ....................................................................................... 8 2.3 大客户管理理论 ........................................................................................... 9 2.4 顾客让渡价值理论 ..................................................................................... 10 2.5 国内外研究现状 ......................................................................................... 11 2.5.1 国外研究现状 ..................................................................................... 11 2.5.2 国内研究现状 ..................................................................................... 12 3 LC公司内外部环境分析 ................................................................................. 15 3.1 LC公司简介及主要产品 ........................................................................... 15 3.1.1 LC公司的简介 ................................................................................... 15 目录 V 3.1.2 LC公司主要产品和服务 .................................................................. 15 3.2 LC公司外部环境分析 .............................................................................. 16 3.2.1 政治 .................................................................................................... 17 3.2.2 经济 .................................................................................................... 17 3.2.3 社会 .................................................................................................... 18 3.2.4 技术 .................................................................................................... 18 3.2.5 行业 .................................................................................................... 19 3.3 LC公司内部能力分析 .............................................................................. 20 3.3.1 价值性 ................................................................................................ 20 3.3.2 稀有性 ................................................................................................ 21 3.3.3 不可模仿性 ........................................................................................ 21 3.3.4 组织管理 .......................................