我国国内经济运行下行压力依然较大，工业制造投资项目逐渐减少，对于特
雷克斯德马格中国公司（简称 TD 中国公司）等传统机械制造行业冲击较大，
TD 中国公司面对危机没有退缩而是积极寻求变革
本文以 TD 中国公司为具体研究对象，在详细分析了近几年的国际和国
内经济发展情况的基础上运用了调查问卷法、实践调研法、文献资料法等多
种方法进行研究分析。文章从介绍客户关系管理卡诺模型、客户金字塔、CRM
的六个主要的功能和技术要求、客户生命周期理论等国内外先进理论入手
对 TD 中国公司客户生命周期进行了分析，并借助相关理论总结分析了 TD
中国公司存在的问题，主要问题有客户分级模糊、员工服务意识不强、新产
品与客户需求脱钩及老客户流失较为严重。针对 TD 中国公司客户关系管理
方面的不足提出了总体的改进原则，分别从新产品质量改进、客户分级、提
高员工服务意识及挽回流失老客户方面进行了具体的策略改进阐述。接下来
论文进一步论述了 TD 中国公司客户关系管理改进的相关保障措施，分别从
企业文化认知、组织架构建设、联络处建设、CRM 系统等方面提出了客户关
系管理策略改进的相关保障
本论文目的在于运用客户关系管理方面的国内外先进相关理论知识，结
合 TD 中国公司在中国客户关系管理的实践，对 TD 中国公司的客户关系管
理策略进行改进，为公司在竞争激烈的市场中留住老客户，开发新客户，提
升企业在中国市场的竞争力
关键词：客户关系管理；客户生命周期；卡诺模型；客户分级；客户关系管
理系统哈尔滨工业大学工商管理硕士学位论文
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Abstract
Since 2008 the world economic crisis, the global industrial production
growth at low speed, commodity prices continue to fall. Developed countries
economic recovery prospects uncertain, growth in emerging economies fell
gradually, the depth of the global economy is in crisis after adjustment, the
present low growth characteristics, unbalanced, many risks. Our domestic
economy downward pressure is still large, industrial investment projects to
reduce gradually, for traditional machinery manufacturing industry such as
TEREX-DEMAG Chinese company（TD Chinese company） impact is bigger,
TD Chinese company did not flinch in the face of crisis but actively seeking
change
Based on the TD Chinese Company as research object, on the basis of
analyzed the international and domestic economic development in r ecent years in
detail, using the questionnaire method, practice research method, study methods
such as literature analysis. This paper introduces customer relationship
management KANO model, the customer pyramid, CRM six main functions and
technical requirements, customer lifetime cycle with the theory of domestic and
foreign advanced. Analyses the TD Chinese company customer life cycle, and
with the help of the related theory to analyze the problems existing in the TD
Chinese Company, main problems are customer hierarchical fuzzy, employee
service consciousness is not strong, new product and customer demand for
decoupling and old customer erosion is serious. Aiming at the shortcomings of
the TD company customer relationship management in China put forward t he
principle of overall improvement, new product quality improvement, c ustomer
classification, improve staff service consciousness and recover lost old
customers on the specific strategies to improve. The paper further discusses the
TD Chinese company customer relationship management to improve the relevant
security measures, respectively from the enterprise culture cognition,
organization construction, liaison office construction, CRM system of customer
relationship management strategy improved from the aspects such as related to
security.哈尔滨工业大学工商管理硕士学位论文
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The purpose of this thesis lies in applying the advanced knowledge of
customer relationship management, combining with the TD Chinese company in
the practice of customer relationship management, customer relationship
management strategy in the TD China company was improved, the company
retain old customers and develop new customers in the fierce competition in the
market, improve the competitiveness of enterprises in the Chinese market.
Key words: customer relationship management, customer lifetime cycle, KANO
model, customer classification, Customer Relationship Management
System哈尔滨工业大学工商管理硕士学位论文
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目 录
摘要.....I
Abstract .II
第 1 章 绪论 ...... 1
1.1 论文选题背景及意义 ....... 1
1.1.1 研究背景 ....... 1
1.1.2 研究的目的和意义 .... 2
1.2 客户关系管理国内外研究现状 ... 3
1.2.1 国外研究现状 ........... 3
1.2.2 国内研究现状 ........... 4
1.2.3 国内外文献综述的简析 ........ 4
1.3 客户关系管理研究理论基础 ....... 5
1.3.1 卡诺模型 ....... 5
1.3.2 客户金字塔 ... 6
1.3.3 CRM 的六个主要功能 .......... 7
1.3.4 客户生命周期理论 .... 8
1.4 论文的分析方法和结构 ... 9
1.4.1 论文的分析方法........ 9
1.4.2 论文的结构 . 10
第 2 章 TD 中国公司客户关系管理策略分析 ..11
2.1 TD 中国公司简介 ...........11
2.2 TD 中国公司基于客户生命周期的客户关系管理策略分析 ..... 12
2.2.1 客户分级模糊 ......... 12
2.2.2 员工服务客户意识淡薄 ...... 14
2.2.3 新产品研发与客户需求脱钩 .......... 18
2.2.4 老客户流失较为严重 .......... 23
2.3 本章小结25
第 3 章 TD 中国公司客户关系管理的改进设计 ........ 26
3.1 客户关系管理改进设计原则和思路 ...... 26
3.2 客户分级模糊的改进方案设计 . 27
3.2.1 客户分级方法 ......... 28哈尔滨工业大学工商管理硕士学位论文
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3.2.2 制定 TD 中国公司客户分级标准 ... 28
3.2.3 设计客户分级评估软件 ...... 29
3.3 员工服务客户意识淡薄改进方案设计 .. 30
3.3.1 加强员工队伍的培训 .......... 30
3.3.2 重新制定富有竞争力的考核制度 ... 32
3.3.3 建立员工服务热线 .. 32
3.4 新产品改进方案设计 ..... 32
3.4.1 统计产品故障 ......... 33
3.4.2 分析故障原因 .........
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