在市场竞争越来越激烈的现实环境下，通过提高客户满意度和忠诚度来维护好
与客户间的关系，能够充分提高企业的核心竞争力。本文以 LS 邮政分公司为研究对
象，使用理论分析和现实对比相互结合的方法，分析了 LS 邮政分公司客户关系管理
开展的现状，利用现代客户关系管理的理论知识，指出了 LS 邮政分公司目前在客户
关系管理中存在的不足
在综述国内外相关文献资料的基础上，结合时代背景，论证了客户关系管理的
内涵和意义，围绕内涵出发论证了深入实施客户关系管理理念的做法，一是建设 LS
邮政客户关系管理系统，利用信息科学技术，实现市场营销、大客户资源管理的信
息化、系统化；二是改进 LS 邮政分公司大客户管理的水平，建立大客户分级分类管
理体系，巩固“一心一意为客户服务”的转型发展理念，提高服务能力和水平，全
面提高大客户的满意度和忠诚度；三是强化基础客户管理，壮大基础客户规模；四
是实施综合营销队伍转型，进一步深化 LS 邮政营销体系建设，努力打造高绩效的综
合营销团队，不断提高市场营销水平；五是结合“互联网+”开展微信社群营销，并
对微信客户建档；六是加快实施基础客户大数据战略，利用大数据信息系统在邮政
全业务的客户数据整合领域实现突破，实现 8 大专业业务数据与基础地址库整合
本文研究可为 LS 邮政分公司提升客户关系管理水平提供帮助和参考
关键词：邮政企业 客户关系管理 营销体系升级 微信社群Abstract
Since the 1990s, with the rapid development of global economic integration,
information technology and Internet technology, the whole world has entered the era of
knowledge economy. In this context, the external environment of China Post has
undergone great changes.Since the beginning of the implementation of the postal and
telecommunications in 1998 began, China Post&39;s reform of the system for ten years
experienced post and telecommunications business, separation of government and
enterprises, internal reorganization of three stages, to the end of October 2015, China post
net assets increased from $92 billion 830 million to the camp is 274 billion 130 million
yuan, and constantly improve the management level of enterprises.
In the increasingly competitive environment of the market environment, by
improving customer satisfaction and loyalty to maintain the relationship between
customers and customers, can fully enhance the core competitiveness of enterprises. This
paper analyzes the status quo of customer relationship management in LS Post Branch by
using the method of theoretical analysis and realistic contrast, and points out status quo of
the LS Post Branch using the theoretical knowledge of modern customer relationship
management, and indicates the disadvantages of LS post in customer relationship
management.
On the basis of summarizing the relevant literatures at home and abroad, combined
with the background of the times, it demonstrates the connotation and significance of
customer relationship management, and demonstrates the practice of implementing
customer relationship management concept in depth. First, the construction of LS postal
customer relationship management system, Information science and technology, to
achieve marketing, large customer resource management information and systematization;
the second is to improve the LS postal branch of the level of customer management, the
establishment of large customer classification management system to consolidate the
wholeheartedly for customer service The concept of improving service capacity and
level, and comprehensively improve the satisfaction and loyalty of large customers; third
is to strengthen the basis of customer management, strengthen the basic customer size;
Fourth, the implementation of integrated marketing team transformation, further deepen
the LS postal marketing system, Performance of the integrated marketing team, and
constantly improve the level of marketing; five is the combination of Internet + to carry
out WeChat community marketing, and WeChat customers file; six is to accelerate the
implementation of basic customer data strategy, the use of large data systems in the post
Business customers to achieve a breakthrough in the field of data integration, to achieve
eight major business data and basic address database integration. This paper can provide
help and reference for LS post office to improve the level of customer relationship
management.
Key words: ： postal enterprise,customer relationghip management,marketing
system upgrade,WeChat community目 录
第一章 绪 论........1
1.1 研究背景和意义1
1.1.1 研究背景..........1
1.1.2 研究意义...........2
1.2 国内外研究现状2
1.2.1 国外研究动态...2
1.2.2 国内研究现状...4
1.3 研究方法与框架结构....6
1.3.1 研究方法...........6
1.3.2 技术路线...........6
1.4 主要难点和创新点.......7
第二章 相关概念和理论基础......9
2.1 相关概念9
2.1.1 客户关系管理的定义 .....9
2.1.2 客户关系管理的作用 ..10
2.1.3 客户关系管理系统分类 ..........11
2.2 相关理论.........12
2.2.1 关系营销理论..12
2.2.2 SWOT 分析理论...........12
2.2.3 数据库营销理论..........12
第三章 LS 邮政分公司现状与问题分析.13
3.1 LS 邮政分公司概况 .13
3.1.1 LS 邮政整体情况.....13
3.1.2 LS 邮政分公司 SWOT 分析 ...14
3.1.2.1 竞争对手分析 14
3.1.2.2 优势分析.........15
3.1.2.3 劣势分析16
3.1.2.4 机会分析.........16
3.1.2.5 威胁分析..........17
3.2 LS 邮政分公司客户关系管理现状 .18
3.2.1 营销理念转变..........18
3.2.2 组织结构调整
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