在科学技术迅猛发展的今天,人们的侧重点逐渐转移到自我关注与个性强调 上。互联网革命导致了“大数据”时代的到来,消费需求的差异化趋势也日 趋明 显。为了满足消费者多种多样的个性化需求，企业的客户数据管理手段不再局限 于纸质材料的刻板记录，而将目光转向利用先进的互联网技术开展信息搜集、整 理、分析、 整合等工作上，这一工作方式的转变为客户关系管理(Customer Relationship Management，CRM)的进一步功能挖掘和流程优化提供了更多的可 能性。啤酒所在的快消品市场竞争 日趋激烈,高效的客户关系管理能为企业实现 低运营成本、高投资回报的精准营销目标提供强有力的支持。 本文以 X 啤酒公司为研究对象，首先整理客户关系管理相关的理论概 念以及 客户关系管理在啤酒行业中的运用。采取问卷调查与关键人物访谈相结合的方 式，对 X 啤酒公司客户满意度和客户关系管理应用概况进行调查，收集并分析 调研数据。 通过 SPSS22.0 分析软件对问卷的信度和效度进行分析，通过层次分 析法确定各个二级指标及三级指标的权重，将测算出的权重乘以问卷平均得分计 算出总体满意度，并根据各 个指标的得分情况分析 X 啤酒公司客户关系管理中的 薄弱环节，并提出相对应的优化策略和保障措施，为相关岗位工作人员或研究人 员提供借鉴和参考。 通过研究得出以下三 条结论：（1）本文通过层次分析法分析 X 啤酒公司客 户关系管理发展现状，得出其在客户细分、服务质量、客户关系管理智能系统、 重点中小客户关注方面存在问题，究其成 因是客户关系管理体系不健全、激励机 制不完善、客户关系管理智能化系统联动率低和缺乏客户等级成长制度；（2） 通过分析 X 啤酒公司客户关系管理工作中存在的四方面问 题，提出优化策略，即： 实施以客户为中心导向策略、健全销售人员激励体系、优化客户关系管理智能软 件系统、制定重点中小客户成长方案；（3）为了保障 X 啤酒公司优化 策略的顺 利实施，从组织制度、员工培训、人才政策和信息渠道建设方面着手，稳固保障 X 啤酒公司客户关系管理优化工作。 关键词：啤酒；客户关系管理；层次分析法III ABSTRACT With the rapid development of science and technology , people's focus has gradually shifted to self-concern and personality emphasis. The Internet revolution has led to the arrival of the "big data" era, and the trend of consumer demand differentiation has become increasingly obvious. In order to meet the diverse and individual needs of consumers, the company’s customer data management methods are no longer limited to the rigid functions of paper materials, but instead focus on using advanced Internet technology to carry out information collection, sorting, analysis, and integration. This change in working methods provides more possibilities for further functional mining and process optimization of Customer Relationship Management (CRM). The fast-moving consumer goods market where beer is located has become increasingly competitive, and efficient customer relationship management is also It can provide strong support for enterprises to achieve precision marketing with low operating costs and high return on investment. This article takes X Beer Company as the research object, and first sorts out the theoretical concepts related to customer relationship management and the application of customer relationship management in the beer industry. Using a combination of questionnaire surveys and interviews with key figures, the X Beer Company ’ s customer satisfaction and customer relationship management application profile were surveyed, and survey data collected and analyzed. Analyze the reliability and validity of the questionnaire through SPSS22.0 analysis software, determine the weight of each secondary index and tertiary indicator through analytic hierarchy process, multiply the calculated weight by the average score of the questionnaire to calculate the overall satisfaction, and Analyze the weak links in the customer relationship management of X Beer Company according to the scores of various indicators, and propose corresponding optimization strategies and safeguard measures to provide reference and reference for relevant staff or researchers. The following three conclusions are drawn through the research: (1) This article analyzes the development status of X Beer Company's customer relationship management through the analytic hierarchy process, and concludes that it has problems in customer segmentation, service quality, customer relationship management intelligent systems, and key small and medium- sized customers. TheIV causes are the imperfect customer relationship management system, imperfect incentive mechanism, low linkage rate of the intelligent customer relationship management system, and lack of a customer-level growth system; (2) By analyzing the four aspects of X Beer Company’s customer relationship management work Problem, put forward optimization strategy: implement customer-centric oriented strategy, improve sales staff incentive system, optimize customer relationship management intelligent software system, formulate key small and medium-sized customer growth plans; (3) In order to ensure the smooth implementation of X Beer’s optimization strategy, The organization system, staff training, talent policy and information channel construction started to steadily optimize the customer relationship management of X Beer Company. Keywords: beer; customer relationship management; analytic hierarchy processV 目 录 摘要................I ABSTRACT....III 第 1 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..........3 1.2 国内外研究现状........................4 1.2.1 国外研究现状.4 1.2.2 国内研究现状.5 1.2.3 研究述评..........6 1.3 研究内容与框架结 构.................7 1.3.1 研究内容.........7 1.3.2 论文基本框架结构......................7 1.4 研究方法......8 1.5 技术路线......10 1.6 论文创新点....9 第 2 章 客户关系管理相关概念与基础理论...................11 2.1 客户关系管理的内涵及重要性.............................11 2.1.1 客户关系管理的内 涵................11 2.1.2 客户关系管理的重要性............11 2.2 客户关系管理的基础理论......12 2.2.1 客户满意度.. 12 2.2.2 客户生命周期理 论.....................12 2.2.3 客户细分理论..............................13 2.2.4 关系营销理论..............................13 2.2.5 客户关系管理中的 IDIC 模型...........................14 2.4 本章小结....14 第 3 章 X 啤酒公司客户关系管理现状分析....................15 3.1 X 啤酒公司概况.......................15 3.1.1 X 啤酒公司基本情况................15VI 3.1.2 X 啤酒公司经营概况................15 3.1.3 X 啤酒公司客户关系管理现状.............................15 3.2 X 啤酒公司客户关系管理现状调查......................19 3.2.1 实施调研问卷..............................19 3.2.2 评价指标权重的确认................20 3.2.3 X 啤 酒公司客户满意度调研结果........................25 3.2.4 X 啤酒公司员工访谈结果.......29 3.3 本章小结....30 第 4 章 X 公司客户关系管理存在的问题及成因分 析......31 4.1 X 啤酒公司客户关系管理存在的问题..................31 4.1.1 客户关系管理信息化系统不完善........................31 4.1.2 服务质量拉低整体客户满 意度水平..................32 4.1.3 缺乏对客户进行合理规范的客户细分...............32 4.1.4 对重点中小客户的关注度不足............................33 4.2 X 啤 酒公司客户关系管理存在问题的成因..........34 4.2.1 处理客户关系管理信息的数据库联动率低.... 34 4.2.2 针对业务人员的激励机制不健全.......................35 4.2.3 缺乏健全的客户关系管理体系............................36 4.2.4 缺乏完善的客户等级成长机制............................36 4.3 本章小结....37 第 5 章 X 啤 酒公司客户关系管理优化策略......................39 5.1 实施以客户为中心导向策略...39 5.1.1 利用 IDIC 模型加强服务差异化管理............. 39 5.1.2 提升公司整 体服务理念，构建专属服务模式40 5.2 建立健全业务人员激励体系...41 5.2.1 建立基于业务人员绩效特点的业绩评估体系41 5.2.2 持续推动业务人员职业能力建 设.......................41 5.3 优化客户关系管理智能软件系统功能..................42 5.3.1 整合客户信息处理系统，精准捕捉客户需求42 5.3.2 通过客户画像，实现 关系营销与服务..............43 5.4 制定重点中小客户客户关系管理方案..................43 5.4.1 针对重点中小客户的开发保障计划..................43 5.4.2 针对重 点