在市场经济条件下，国内钢铁行业产能过剩问题日益突出，多数大型钢铁企业利 润大幅度的下降，随着国内外行业竞争的加剧，国内钢材企业开始注重客户关系管理， 积极培育以客户为本的企业文化，期望通过现代信息技术手段及完善的客户关系系统 提升自身的核心竞争力，实现可持续发展的目标。当前国内外航天航空、家用电器、 汽车、医疗设备等对冷轧产品的需求不断的增多，各企业对冷轧产品的质量要求不断 的提升。包钢集团新投产的冷轧产品生产线对传统的销售渠道造成严重的冲击，当前 包钢（集团）公司的外贸部门一方面需要为新投产的冷轧产品线提供有力原料外汇支 撑，另一方面又承担着该企业 12%的销售任务。新投产的销售任务对于国外市场也是 需要对应新的销售出路，传统的营销管理模式已经无法满足企业集团产能过剩的需 求，因此推出一套新的符合包钢（集团）公司需求客户关系管理系统势在必行。 本文在查阅、收集、整理并分析国内外客户关系管理相关理论成果的基础上，以 客户关系管理相关理论为基础，基于包钢集团发展现状，对其客户关系管理现状进行 了分析，在探究其中主要问题的同时，提出包钢集团客户关系管理要遵循以客户为本 的发展理念，构建完善的客户关系管理系统，利用现代信息技术手段，建设完善的客 户信息数据库，加强冷轧产品客户的分级与管理，加强客户满意度管理。同时提出， 包钢集团冷轧产品客户关系管理应注重企业文化建设，通过业务流程再造，借助现代 信息技术手段，提高客户满意度与忠诚度，实现包钢集团可持续发展的基本目标。 关键词：包钢集团；客户关系管理；信息化；满意度内蒙古工业大学硕士学位论文 II Abstract Under the conditions of market economy, the problem of overcapacity in the domestic steel industry is prominent, and the profits of most large steel companies have fallen sharply. With the intensification of competition in domestic and foreign industries, domestic steel companies have begun to focus on customer relationship management, actively cultivate a customer-oriented corporate culture, and hope to enhance their core competitiveness through modern information technology and a perfect customer relationship system to achieve sustainable The goal of development. At present, the demand for cold-rolled products in aerospace, household appliances, automobiles, medical equipment, etc. continues to increase, and the quality requirements of cold-rolled products are constantly improving. The cold rolled product production line newly commissioned by Baotou Steel Group has caused a serious impact on the traditional sales channels. At present, the foreign trade department of Baotou Steel Group Co., Ltd. needs to provide strong raw material foreign exchange support for the newly-launched cold-rolled product line. Also bears 12% of the company's sales tasks. The newly-launched sales task also needs a new sales outlet for the foreign market. The traditional marketing management model can no longer meet the demand for overcapacity of the enterprise group. Therefore, a new set of customer relationship management system conforming to the demand of Baotou Steel Group Co., Ltd. is launched. It is imperative. Based on the review, collection, collation and analysis of relevant theoretical results of customer relationship management at home and abroad, based on the theory of customer relationship management, based on the development status of Baotou Steel Group, this paper analyzes the status quo of its customer relationship management, and explores the situation. At the same time of the main problems, it is proposed that Baotou Steel Group's customer relationship management should follow the customer-oriented development concept, build a perfect customer relationship management system, use modern information technology to build a perfect customer information database, and strengthen the classification of customers of cold rolled products. And management to strengthen customer satisfaction management. At the same time, Baotou Steel Group's customer relationship management of cold-rolled products should focus on corporate culture construction, re-engineer through business processes, and improve customer satisfaction and loyalty through modern information technology to achieve the basic goal of sustainable development of Baotou Steel Group.内蒙古工业大学硕士学位论文 III Key words: Baotou Steel Group; customer relationship management; informationization; satisfaction内蒙古工业大学硕士学位论文 IV 目 录 摘要............................................................... I ABSTRACT.............................................................. II 第一章 绪论............................................................ 1 1.1 选题背景及研究意义 ............................................... 1 1.1.1 选题背景 ..................................................... 1 1.1.2 研究意义 ..................................................... 1 1.2 国内外研究现状 ................................................... 2 1.2.1 国外研究现状 ................................................. 2 1.2.2 国内研究现状 ................................................. 3 1.2.3 文献述评 ..................................................... 5 1.3 研究内容与方法 ................................................... 5 1.3.1 研究内容 ..................................................... 5 1.3.2 研究方法 ..................................................... 5 第二章 客户关系管理理论概述............................................ 7 2.1 客户关系管理产生的背景 ........................................... 7 2.2 客户关系管理的定义及内涵 ......................................... 7 2.2.1 定义 ......................................................... 7 2.2.2 内涵 ......................................................... 9 2.3 客户关系管理相关理论 ............................................ 10 2.3.1 客户满意理论 ................................................ 10 2.3.2 客户忠诚理论 ................................................ 11 2.4 客户关系管理系统结构及主要内容 .................................. 12 2.4.1 客户关系管理系统结构 ........................................ 12 2.4.2 客户关系管理系统模块 ........................................ 13 2.4.3 客户管理系统的基本内容 ...................................... 16 2.5 客户关系管理的功能 .............................................. 16 2.6 客户关系管理的关键技术 .......................................... 18 第三章 包钢集团冷轧产品客户关系管理现状............................... 20 3.1 包钢集团概况 .................................................... 20 3.2 包钢集团客户结构分析 ............................................ 20 3.2.1 客户国别结构分析 ............................................ 21 3.2.2 客户贸易类型结构分析 ........................................ 22内蒙古工业大学硕士学位论文 V 3.3 包钢集团冷轧产品客户关系管理现状分析 ............................. 22 3.3.1 包钢集团冷轧产品客户忠诚度分析 ............................... 22 3.3.2 包钢集团冷轧产品客户满意度分析 ............................... 23 3.4 包钢集团客户关系管理存在的问题 ................................... 27 3.4.1 客户定制化服务管理的缺失 ..................................... 28 3.4.2 客户回访制度的缺失 ........................................... 28 3.4.3 客户评价管理制度缺失 ......................................... 28 3.4.4 客户关系管理系统缺失 ......................................... 29 第四章 加强包钢集团冷轧产品客户关系管理的对策建议 .....................30 4.1 建立定制化服务 ................................................... 30 4.1.1 基于质量需求的定制化 ......................................... 30 4.1.2 基于服务需求的定制化 ......................................... 31 4.2 建立客户回访制度 ................................................. 31 4.2.1 客户回访方式的设计 ........................................... 31 4.2.2 客户回访内容的规定 ........................................... 31 4.2.3 客户回访周期的计划 ........................................... 32 4.2.4 客户回访工作要求 ............................................. 33 4.3 建立客户评价管理制度 ............................................. 33 4.3.1 客户评价 ..................................................... 33 4.3.2 客户分级 ..................................................... 34 4.4 建立客户关系管理系统