面对这样的窘境，改善物流企业管理体制迫在眉睫。“物流”作为服务行业，自
然要把重点放在提高服务质量、改善客户关系上，只有这样，才能维持企业长久发
展。WK 物流公司作为典型的服务型企业，充分满足了客户需求，才能促进企业长足
发展。因此，客户关系管理对于一个企业来讲至关重要，可以协助企业更好地维护
客户关系，较少客户流失率，提高满意度，最终使得企业利润最大化
本文主要从以下几个方面的内容进行研究：首先介绍了国内外学者对于客户关
系管理的理论知识以及研究现状，对与客户关系管理相关名词的概念、模型进行了
阐述；其次，以理论为基础，结合 WK 物流公司的基本情况，例如业务范围、客户现
状、经营状况等，提出 WK 物流公司客户关系管理存在的问题，对公司客户价值进行
测评和细分，建立客户价值评估体系，分析识别对公司有价值的客户，为有效管理
客户提供数据支持，通过问卷调查形式分析影响 WK 物流公司客户满意度因素，找出
企业的不足之处；最后，针对 WK 物流公司存在的问题，提出改善公司客户关系管理
的方法，以及实施改进措施时，需要提供的相关保障
关键词：客户关系管理；客户满意度；客户价值；客户需求燕山大学工商管理硕士学位论文
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Abstract
The logistics industry in our country starts late, however, owing to its low threshold,
related enterprises competitively enter the industry, but the unpracticed business capability
of the enterprises and imperfect management system mislead the public to think the
concept of logistics has no difference from the concept of “express delivery”.
Under this background, improving the management system of the logistics enterprise
is extremely urgent. “Logistics”, as the service industry, naturally should focus on
enhancing the service quality and improving the relationship with customers, only in this
way can the long-term development of the enterprises be maintained. WK Logistics
Company, as a typical service-type enterprise, fully meets with the customer demands and
improve the long-term development of the enterprise. Therefore, customer relationship
management is very important for an enterprise. It can help enterprises maintain customer
relations better, reduce customer churn and improve satisfaction, ultimately maximize
corporate profits.
This paper is mainly studied from the following contents:Firstly,it introduces the
speculative knowledge of customer relationship management about scholars at home and
abroad and research status,expounding the concept and model of method terms about
customer relationship management;Besides,combining the basic situation of the WK
logistics company that is based on the pry, such as sphere of business、customers status、
state of operation and so on, raising the problems that exist customer relationship
management in WK logistics company, evaluating and subdividing the company&39;s
customer value,founding a system of the customers&39; value assessment, examining and
distinguishing the customer who is valuable to company, doing these to provide data
supports to manage customers effectively,and analyzing the factors that influence the
customer satisfaction in WK logistics company by the way of questionnaire survey,
finding out the shortcomings of company;At last, aiming at the problems exist in WK
logistics company, raising the approach of improving the relationship between company
and customers,and when taking corrective measures, it needs providing relevantAbstract
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guarantee.
Keywords: Customer relationship management;Customer satisfaction;Customer Value;
Customer demand目 录
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目 录
摘要I
ABSTRACT..II
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........ - 1 -
1.2 国内外研究现状与综述... - 2 -
1.2.1 国外研究现状 - 2 -
1.2.2 国内研究现状 - 3 -
1.2.3 国内外研究现状综述 - 7 -
1.3 研究内容与研究方法....... - 7 -
1.3.1 研究内容........ - 7 -
1.3.2 研究方法........ - 8 -
第 2 章 相关概念与理论 - 9 -
2.1 相关概念... - 9 -
2.1.1 客户关系管理 - 9 -
2.1.2 客户价值...... - 10 -
2.1.3 客户满意度与忠诚度...........- 11 -
2.2 相关理论. - 15 -
2.2.1 价值链.......... - 15 -
2.2.2 核心客户识别.......... - 16 -
2.2.3 RFM 客户价值评估模型......- 17 -
2.3 本章小结. - 17 -
第 3 章 WK 物流公司的客户关系管理现状分析.......- 19 -
3.1 WK 物流公司概况...........- 19 -
3.1.1 WK 物流公司简介....- 19 -
3.1.2 WK 物流公司业务类型........- 19 -
3.1.3 WK 物流公司经营状况........- 20 -
3.2 WK 物流公司客户关系现状.......- 22 -
3.3 WK 物流公司客户关系管理存在问题...- 23 -
3.3.1 核心客户较单一且存在客户流失问题...... - 24 -
3.3.2 业务广泛但缺少突出项目.. - 24 -燕山大学工商管理硕士学位论文
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3.3.3 信息化水平较缓慢.. - 25 -
3.3.4 制度不明确且限制多.......... - 25 -
3.3.5 员工服务意识淡薄.........
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