随着“精准医疗”的不断推进和发展，基因检测行业作为“精准医疗”的中坚力量 在发挥着重要的作用。2015 年前后，随着资本大举进入基因检测领域，许多归国及 国内的基因相关专业人士纷纷组建团队创建数量众多的基因检测公司，这些公司从 测序仪、试剂盒的研发、药物研发再到提供各种检测服务都有涉猎。随着资本市场 寒冬的到来，再加上基因检测行业的发展没有达到预期效果，基因检测的发展也受 到越来越严重的挑战，贝瑞基因作为基因检测行业的龙头企业，探索整个基因检测 行业的出路，就显得责无旁贷。企业要想在激烈的市场竞争者立于不败之地，就必 须重视客户关系管理，加强客户关系，甄别核心客户，掌握客户需求趋势，挖掘和 管理客户资源，获得市场竞争优势。 本文把贝瑞基因的客户关系管理作为研究对象，以便于其完善并优化客户关系 管理体系。本文结合贝瑞基因的背景和行业特点，运用调查问卷挖掘出贝瑞基因客 户关系管理中存在的三个问题：客户关系管理体系不健全、核心客户流失频发、客 户满意度有待提高。通过对这三个问题进行深入分析，找到了产生这些问题的根本 原因，即：未树立以客户为中心的经营理念；客户关系管理制度不健全；客户信息 管理系统不完善；客户价值分析评估及客户分级管理模糊；产品和服务未能真正达 到客户预期；客户抱怨和客户投诉处理不够得当。本文制定了贝瑞基因客户关系管 理体系优化方案，即：树立以客户为中心的经营理念、制定客户关系管理制度、完 善客户信息管理系统、完善客户价值分析评估及客户分级管理、全面提升公司产品 和服务质量，加强对客户流失与客户保持管理。研究最后从四个方面提出了保障贝 瑞基因客户关系管理体系优化方案顺利实施的措施，即：制度保障、人才保障、组 织保障和技术保障。 关键字：贝瑞基因；客户关系管理；客户价值；客户满意度内蒙古工业大学硕士学位论文 Abstract With the continuous advancement and development of “precise medical care”, the genetic testing industry plays an important role as the backbone of “precise medical care”. Before and after 2015, with the large-scale entry of capital into the field of genetic testing, many return-to-country and domestic gene-related professionals have formed teams to create a large number of genetic testing companies. that are involved in the development of sequencers, kits, drug development, and various testing services. With the arrival of the capital market in the cold winter, coupled with the development of the genetic testing industry has not achieved the expected results, the development of genetic testing has also been increasingly challenged, as a leading company in the genetic testing industry, Berry's genomics is the responsibility of exploring the entire genetic testing industry. If enterprises want to be invincible in the fierce market, they must pay attention to customer relationship management, strengthen customer relationships, identify core customers, grasp customer demand trends, tap and manage customer resources, and gain market competitive advantage. This paper takes Berry's customer relationship management as the research object, so as to improve and optimize the customer relationship management system. Based on the background and industry characteristics of Berry genomics, this paper uses questionnaires to mine three problems in Berry genomics customer relationship management: the customer relationship management system is not perfect, the core customers are frequently lost, and customer satisfaction needs to be improved. Through in-depth analysis of these three issues, we found the root causes of these problems, namely: not establishing a customer-centric business philosophy; the customer relationship management system is not perfect; the customer information management system is imperfect; customer value analysis and evaluation customer grading management is ambiguous; products and services fail to meet customer expectations; customer complaints and customer complaints are not handled properly. This paper has developed the Berry genomics customer relationship management system optimization program, namely: establish a customer-centric business philosophy,develop a customer relationship management system, improve the customer information management system, improve customer value analysis and evaluation and customer grading management, comprehensively improve the company's product and service quality, strengthen the right customer churn and customer retention management. Finally, the research puts forward内蒙古工业大学硕士学位论文 III the measures to ensure the smooth implementation of the Berry genomics customer relationship management system optimization plan from four aspects: system guarantee, talent guarantee, organization guarantee and technical support. Key words: Berry genomics;customer relationship management; customer value; customer satisfaction内蒙古工业大学硕士学位论文 目 录 摘要............................................................... I Abstract.............................................................. II 第一章 绪论............................................................ 1 1.1 研究背景 ....................................................... 1 1.2 研究的目的和意义 ............................................... 1 1.2.1 研究的目的................................................ 1 1.2.2 研究的意义................................................ 2 1.3 国内外研究现状 ................................................. 3 1.3.1 国内研究现状.............................................. 3 1.3.2 国外研究现状 .............................................. 4 1.4 研究内容、研究方法和研究框架 ................................... 5 1.4.1 研究内容.................................................. 5 1.4.2 研究方法.................................................. 5 1.4.3 研究框架.................................................. 6 第二章 客户关系管理理论综述............................................ 7 2.1 关系营销理论.................................................... 7 2.2 客户价值理论 ................................................... 8 2.3 客户满意度和客户忠诚度理论 .................................... 11 2.3.1 客户满意度理论 ........................................... 11 2.3.2 客户忠诚度理论........................................... 13 2.3.3 客户满意度和客户忠诚度的关系 ............................. 14 第三章 贝瑞基因客户关系管理体系概况................................... 16 3.1 贝瑞基因介绍 .................................................. 16 3.2 贝瑞基因组织架构 .............................................. 16 3.3 贝瑞基因客户关系管理体系现状 .................................. 17 3.3.1 以“产品为中心”的经营理念............................... 17 3.3.2 客户关系管理制度......................................... 18 3.3.3 客户信息管理系统......................................... 18 3.3.4 企业对客户价值的评估及客户分级管理....................... 18 3.3.5 贝瑞基因的产品线及运营服务流程........................... 19 3.3.6 客户抱怨和投诉........................................... 20 第四章 贝瑞基因客户关系管理问题及原因分析............................. 21 4.1 贝瑞基因客户关系管理问卷调查 .................................. 21内蒙古工业大学硕士学位论文 V 4.1.1 调查问卷设计 ............................................. 21 4.1.2 调查问卷发放与回收 ....................................... 22 4.1.3 调查结果统计 ............................................. 22 4.2 贝瑞基因客户关系管理问题 ....................................... 31 4.2.1 客户关系管理体系不健全 ................................... 31 4.2.2 核心客户流失事件频发 ..................................... 31 4.2.3 客户满意度有待进一步提高 ................................. 32 4.3 贝瑞基因客户关系管理问题的原因分析 ............................. 33 4.3.1 未树立以客户为中心的管理理念 ............................. 33 4.3.2 客户关系管理制度不健全 ................................... 33 4.3.3 客户信息管理系统不完善 ................................... 33 4.3.4 客户价值分析评估与客户分级管理体系不健全 ................. 35 4.3.5 产品/服务未能真正达到客户预期 ............................ 36 4.3.6 客户抱怨和投诉处理不够得当 ............................... 36 第五章 贝瑞基因客户关系管理体系优化方案 ...............................38 5.1 树立以“客户为中心”的经营理念 .....................