II
摘 要
随着行业竞争加剧，市场逐渐成熟以及外界环境的变化，越来越多的企业
已经开始认识到客户服务是现阶段必须要开发并利用的资源。客户关系的管理是
客户工作的重中之重，他的好坏将直接影响着企业的发展，制约着企业战略的制
定。无论何种企业现在都开始意识到需要将工作的重点转移到客户关系管理方
面，原来单一的用销售额作为考核指标显得越来越茫然且不切实际。在新环境下，
以客户为导向的原则为企业的发展提出了更高的目标。企业只有提高客户关系管
理水平，才可以有效提升其在市场中的竞争力。各个企业 CRM 系统的应用是对
企业客户关系的重新定位，他的应用就如为发展中的企业提供了精神食粮，将推
动企业的前行

本文通过对客户关系管理概念的理解，以现代管理理论、市场营销学理论
等相关理论为基础，采用 SWOT 分析法，对月亮湾海参专卖店的业务发展以及
现有的客户关系管理现状进行分析，提出了月亮湾现阶段在客户关系管理方面存
在的问题，并分析了导致相关问题产生的原因，同时提出相应的完善方案。方案
中提出了实施 CRM 系统的具体步骤以及建立并使用 CRM 系统的建议，并利用
绩效考核与 CRM 的实施工作有效结合，来推动 CRM 相关工作的顺利开展。最
后，提出了对 CRM 的系统工作需要分别从定性评价和定量评价两方面来进行最
终的效果评价，利用评价结果来检验 CRM 的实施为企业带来的利益，有效提升
月亮湾的客户关系管理品质，从而来打造月亮湾的核心竞争力

关键词：客户关系管理；SWOT 分析法；提升；核心竞争力
III
Abstract
With the increasing competition in the industry, the market is gradually mature
and the external environment changes, more and more enterprises have begun to
realize that customer service is the present stage must develop and utilize the
resources. Customer relationship management is the priority among priorities of client
work, whose quality will directly affect the enterprise development, formulation of
restricting enterprise strategy. Regardless of the size of enterprises are now aware of
the need to shift the focus of customer relationship management, the original single
use sales as evaluation index is becoming more and more vague and unrealistic, new
environment, set a higher goal of customer-oriented principle for the development of
enterprises, only by improving the level of customer relationship management, can
effectively enhance their competitiveness in the market. Application of the enterprise
CRM system is to position relation of enterprise customers, his application as for the
development of enterprises to provide a spiritual food, will push the enterprise
forward.
Based on the concept of customer relationship management, understanding, and
application of modern management theory, marketing theory, customer relationship
management and the North sea cucumber stores as an example, using the SWOT
analysis method, the North sea cucumber stores industry development as well as the
existing customer relationship management to analyze the current situation, proposed
the North sea cucumber stores now stage presence in customer relationship
management problems, and analyzes the causes of related problems, and puts forward
the corresponding improvement project, plan proposed the establishment and use of
CRM systems is proposed, and the specific steps of implementation of CRM system,
and pointed to the need to combine the implementation of performance evaluation and
CRM, to push the CRM related work smoothly. Finally, the system of CRM needs
two aspects separately from the qualitative evaluation and quantitative evaluation to
evaluate the final effect, implementation to test the CRM benefits for the enterprise,
effectively improve the quality of customer relationship management, the North sea
cucumber stores, the North sea cucumber stores to build the core competitiveness.
Key Words: customer relationship management; SWOT analysis; promote;
core competitiveness