摘 要
随着市场经济的日益成熟，以及中国加入 WTO 面临国际间的挑战，中国市场
越来越进入微利时代，市场竞争日趋激烈。客户关系是公司最重要的资产之一，
是市场竞争的焦点，能否保持有价值的客户直接决定着公司能否取得竞争优势，
甚至关系到企业的存亡。企业对客户关系资产、客户关系保持进行深入有效的研
究，是实现管理模式革新的第一步
本文从 PVC 产品营销角度研究企业对企业的非契约买卖关系，从客户关系入
手，提出了客户关系生命周期，将客户生命周期划分为开发期、成长期、成熟期、
衰退期和中止期五个阶段，建立了一个较为完整的客户关系生命周期理论框架，
然后在此基础上，以企业对企业交换关系为背景，通过对 PVC 加工企业购买行为
分析，围绕客户关系保持的两个核心问题――如何识别和保持最有价值客户，进
行深入探讨，通过研究客户关系生命周期来研究客户关系资产，根据不同客户所
处于的不同生命周期确定相应的营销策略，从而实现客户关系资产的最大化，通
过经营客户关系资产，形成最佳的客户结构，最大可能的提升企业竞争力。结合
中国氯碱行业的营销实际，对客户划分为利润客户、现金流客户、技术进步客户、
示范客户、潜力客户及恶意客户，提出了抛弃部分客户的概念，提出了客户结构
优化和客户关系保持的最佳模式，提出了 PVC 行业客户结构优化的标准
本文结合自己多年的工作实践，运用定量和定性相结合的方法，借鉴国内外
不断涌现的营销新理念，对客户关系资产及客户关系保持进行了一些探讨，对营
销人员调整客户结构有一定的借鉴作用，对营销理论研究人员深入探讨客户管理
有一定的参考价值
关键词：PVC;客户关系生命周期;客户关系保持;客户关系资产;
客户结构优化
Abstract
With the maturation of market economics and the international challenges faced to
china by entering WTO, China market has been to the era of petty margin with fierce
competition. As the most important asset of company, client relations become the focus
of market competition. It is maintenance of valuable customers that determine whether
the company could obtain competitive advantage, even involve its survival. It’s the first
step for enterprise to research the client relation asset and maintenance of relation
effectively in order to realize the renovation of management pattern.
In the view of PVC product marketing, the paper researches the B to B
non-contract trade relationship. Studying from the angle of client relation, the paper put
forward to lifecycle of client relation, which configures four phases: reviewing phase,
forming phase, stabilizing phase and degenerating phase. Based on the integrated
lifecycle theory of client relation, the author discuss in depth the two focus issue about
the maintenance of client relation---how to recognize and maintain the valuable client in
the background of exchange relation of B to B. The paper researches the client relation
asset through the lifecycle of client relation, and make the respective marketing strategy
according to different lifecycle and clients. As a result, they facilitate to maximize the
client relation assets, form the best client organization, and prompt the competitive
capability as much as possible. Integrated with the marketing practice of chlorine alkali
industry in China, the paper partition the clients as profit client, cash flow client,
technological advance client, demonstration client, potential client, and malign client.
At the same time, the paper bring forward the concept of discarding partial clients and
best pattern of client organization optimization and client relation maintenance.
Combined with the long term work experiences and referring to the new marketing
ideas prompted out in domestic and abroad area, the paper makes research in the client
relation assets and client relation maintenance with the quantitative and qualitative
methods. Not only for the marketing staff to adjust client organization but also for the
researcher of marketing theory to study the client management, the paper could offer
considerable reference.
Key Words: PVC;Lifecycle of client relation;Client relation maintenance;Client relation
assets;Optimization of client organization