论文借鉴和吸收了国内外客户关系管理理论研究的最新成果，运用管理学、
营销学等相关理论，系统地阐述了客户关系管理的理念、技术和策略。论文选定
SYJC 齿轮公司作为研究对象，通过分析 SYJC 齿轮公司客户关系管理的现状，
并结合客户关系管理的相关理论研究，通过实地调查和研究，对 SYJC 齿轮公司
客户关系管理在支持性、基础性、组织性、业务性、技术性等活动方面存在的问
题进行分析，并有针对性的对其客户关系管理进行改进完善，提升客户关系管理
的水平，增强公司的综合素养，使之在全国装备制造业保持长久的竞争优势
关键词：客户关系管理；客户结构；客户分类；主要管理活动Abstract
With the development of business and times, and also the improvement of the
institution and system, more and more people are aware that the market competition is
not only a series of factors of the quality of products and its brand, but also the
competition for customers. If enterprises want to maintain long-term and stable
development in the fierce market competition, it is important to pay attention to the
customer relationship. However, many enterprises focus on the development of new
customers, but in the aspect of customer relationship management, they are usually
lack of systematic planning and necessary means, and also lack of the strategy of
customer retention and customer loyalty, which lead to the rapid lost of new
customers and bring great losses to the enterprise. Therefore, digging out the potential
customers, maintaining good customer relationships, holding effective customer
resources, have become the key points for the enterprises to succeed in the market.
Drawing on and absorbing the latest achievements in the theory of customer
relationship management at home and abroad, this paper systematically expounds the
concept, technology and strategy of customer relationship management with the
theories of management, marketing and so on. The paper selected SYJC gear
company as the research object, by analyzing the current situation of SYJC gear
company’s customer relationship management, combining with the theory of
customer relationship management and on-the-spot investigation and research, the
paper analyses SYJC gear company’s problems of the support, foundation,
organization, business and technology in the customer relationship management,
improve the customer relationship management to the point, enhance the level of
customer relationship management and strengthen the comprehensive quality of the
company, thus to maintain long-term competitive advantage in the equipment
manufacturing industry.
Keywords: Customer relationship management ； Client structure ； Customer
classification；Main management activities目 录
第 1 章 绪论....1
1.1 研究背景及意义...........1
1.1.1 研究背景.1
1.1.2 研究意义.2
1.2 国内外研究与实践综述..........4
1.2.1 国外研究与实践综述....4
1.2.2 国内研究与实践综述....5
1.2.3 对国内外理论与实践研究简单述评.....6
1.3 研究思路与方法..........6
1.3.1 研究思路7
1.3.2 研究方法8
第 2 章 客户关系管理理论概述......10
2.1 客户关系管理的产生与发展10
2.1.1 客户关系管理的产生..10
2.1.2 客户关系管理的发展.. 11
2.2 客户关系管理的内涵及主要活动.....12
2.2.1 客户关系管理的内涵..12
2.2.2 客户关系管理的主要活动......13
2.3 客户关系管理的相关理论和思路.....14
2.3.1 客户关系管理的相关理论......14
2.3.2 客户关系管理的思维导向......16
第 3 章 SYJC 公司概况及客户关系管理现状.......17
3.1 SYJC 齿轮公司概况 ..17
3.1.1 公司概况...........17
3.1.2 公司组织结构...17
3.1.3 公司人员结构...18
3.2 公司客户关系管理现状分析.20
3.2.1 公司客户分类和客户结构.......20
3.2.2 公司客户关系管理的主要活动情况...21
3.2.3 公司客户关系管理的层次及效果.......22第 4 章 SYJC 齿轮公司客户关系管理存在的问题及原因分析.....24
4.1 客户关系管理支持性活动方面........24
4.1.1 客户关系管理战略理念不到位...........24
4.1.2 绩效考核和激励约束机制不健全.......24
4.2 客户关系管理基础性活动方面........25
4.2.1 客户信息处理运用有待完善...25
4.2.2 客户维护策略有待增强...........25
4.3 客户关系管理组织性活动方面........26
4.3.1 部门职能划分不明确...........
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