I 摘要 随着移动互联网和电子商务的快速发展，B2C、C2C、微商、社区团购、O2O、C2M 等新的零售形态不断出现，终端消费者购买商品的方式和渠道都有了更多地选择，消费 者可以在众多的渠道中找到适合自己的个性化产品，而不再受地域的制约，可以说零售 业进入了消费者主权时代。在这样的时代背景下，各类型零售企业纷纷利用CRM、大数 据等技术加强对客户的管理和分析，试图深入了解客户需要，为客户提供精准的产品和 服务，从而赢得市场，获取竞争优势。 J公司是一家位于河北省邢台市的多业态集团化零售企业，拥有购物中心、百货、 超市、家电、社区生鲜、餐饮门店50余家，注册会员100多万。自1999年成立以来， J公司在过去二十年间一直稳步发展。但近年来，由于各种新型电商零售业态的冲击越 来越大，并且沃尔玛、永辉、万达等国内外大型零售企业也陆续进驻本地市场，J公司 客户出现一定程度的流失，企业营收增长速度不断下滑。J公司以往采用的客户关系管 理方法已经无法满足企业发展的要求，亟需优化升级。 本文主要对J公司当前客户关系管理现状进行研究，结合客户关系管理相关理论和 行业内最新研究成果，为J公司客户关系管理提供优化方案。本文首先对J公司在新客 户发展、已有客户关系维护以及客户流失方面的现状进行调研，对客户数量、客户组成 等数据进行多维度分析，发现J公司在客户关系管理方面存在客户发展乏力、客户处于 流失态势、客户分类管理不细致、客户忠诚度不高等问题。然后结合新的信息技术，为 J公司提出了利用多渠道吸引新客户、利用移动应用收集客户信息、完善客户标签细化 客户分类以及优化服务过程降低客户流失等改善措施。通过本文的研究和分析，为J公 司提升客户服务能力和企业竞争力方面提供帮助和支持，也为其他零售企业改善客户关 系管理提供参考和借鉴。 关键词客户关系管理零售企业客户维护 河北大学硕士学位论文 II Abstract WiththerapiddevelopmentofmobileInternetande-commerce,B2C,C2C,WeChat mall,Communitygrouppurchase,O2O,C2Mandothernewformsofretailkeepemerging. Theendconsumershavemorechoicesinthewayandchannelsofpurchasingcommodities. Consumerscanfindpersonalizedproductssuitablefortheirneedsinmanychannels,instead ofbeingrestrictedbythelocation.Theretailindustryhasenteredtheeraofconsumer sovereignty.Inthiscontext,varioustypesofretailenterpriseshavebeenusingCRM,bigdata andothertechnologiestostrengthencustomermanagementandanalysis,tryingtounderstand customerneeds,toprovideaccurateservicesforcustomers,soastowinthemarketandgain competitiveadvantages. Jcompanyisamulti-industrygroupretailenterpriselocatedinXingtai,Hebeiprovince, withmorethan50shoppingcenters,departmentstores,supermarkets,homeappliances, communityfreshfoodandcateringstores,andover1millionregisteredmembers.Jcompany hasmaintainedagooddevelopmenttrendsinceitsestablishmentin1999.Inrecentyears,itis impactedbyavarietyofnewe-commercemodesandtheentryofWal-Mart,YongHui, WanDaandotherlargedomesticandforeignretailenterprises,thegrowthrateofenterprises declines,andcustomersalsolosetosomeextent,therevenuegrowthrateofJcompanyis declining.ThemethodsofcustomerrelationshipmanagementadoptedbyJcompanycannot meettherequirementsofenterprisedevelopment,soitisurgenttooptimizeandupgrade. Thisarticlemainlyresearchthepresentconditionofthecustomerrelationship management(CRM)ofJcompany,andthetheoryofCRMandindustry'slateststatus, provideasolutionstoimprovecustomerrelationshipmanagementintheneweraofretail. Firstly,thisarticleinvestigatesthecurrentsituationofJcompanyinattractingand developingnewcustomers,howtomaintaincustomerrelationshipandreducecustomerloss, analyzesthedataofcustomernumberandcustomercomposition,andfindsthatJcompany's problemsincustomerrelationshipmanagement,suchasweakcustomerdevelopment, customerlosstrend,carelesscustomerclassificationmanagementandlowcustomer Abstract III loyalty.Then,bycombiningtherelevanttheoriesofcustomerrelationshipmanagementand thelatesttechnologicaldevelopment,thearticleprovidesanoptimizationplanforcustomer relationshipmanagementofJCompany.ItcanusethemobileInternettoachieve multi-channelcustomerdevelopmentandmaintenance,improvecustomerclassification methods,andestablishcustomerlabels,soastorealizedetailedclassificationofcustomersso astobettergraspcustomerneeds,andstrengthencustomeropinioncollectiontoavoid customerloss. Throughresearchandanalysisofthisarticle,combiningwiththeapplicationofthelatest customermanagementconceptandtechnologyofJcompanytoofferconcretemeasuresand methodstoimprovecustomerrelationshipmanagement,customerservicethroughprecision forJcompanymorecompetitiveaspectstoprovidehelpandsupport,alsoprovideareference forotherretailenterprisestoimprovecustomerrelationshipmanagementandusingfor reference. KeywordsCustomerrelationshipmanagementRetailenterprises Customermaintenance 河北大学硕士学位论文 IV 目录 第一章绪论.........................................................................................................................1 1.1研究背景、目的和意义.............................................................................................1 1.1.1研究背景...........................................................................................................1 1.1.2研究目的和意义...............................................................................................2 1.2国内外研究现状.........................................................................................................2 1.2.1国外研究现状...................................................................................................3 1.2.2国内研究现状...................................................................................................4 1.3研究内容、方法及创新点.........................................................................................5 1.3.1研究内容...........................................................................................................5 1.3.2研究方法...........................................................................................................7 1.3.3研究创新点.......................................................................................................7 第二章客户关系管理理论基础及研究内容.........................................................................8 2.1客户关系管理理论基础.............................................................................................8 2.1.1关系营销理论...................................................................................................8 2.1.2客户生命周期理论...........................................................................................8 2.1.3客户价值理论...................................................................................................9 2.1.4客户细分理论...................................................................................................9 2.2客户关系管理的研究内容.......................................................................................10 2.2.1客户发展管理.................................................................................................10 2.2.2客户维护管理.................................................................................................11 2.2.3客户流失管理.................................................................................................11 第三章J公司客户关系管理现状..........................................................................................12 3.1J公司介绍................................................................................................................12 3.1.1J公司概况......................................................................................................12 3.1.2J公司组织结构介绍......................................................................................12 3.2J公司客户发展管理现状分析................................................................................13 目录 V 3.3J公司客户维护管理现状分析................................................................................14 3.3.1J公司客户维护策略和方法..........................................................................14 3.3.2J公司客户忠诚度和满意度状况..................................................................16 3.4J公司客户流失管理现状分析................................................................................20 第四章J公司客户关系管