I 摘要 随着电气化、自动化、智能化的技术进步，以信息智能技术为代表的第四次工业革 命开始改变着整个社会群体；物联网、智能物流、大数据、 数字化、知识经济使得信息 透明化，定制化的产品需求以及社会化的虚拟身份使得客户成为越来越重要的资源，从 而使得客户关系在制造业升级转型过程中日益得到重视。在经 济全球化进程中，中国蓬 勃发展的制造业成为自动化控制产品最好的市场，技术领先的S公司自动化产品面临着 激烈的市场竞争，不同客户雷同的产品解决方案很容易沦为产品比 价的泥潭，单纯的产 品解决方案销售模式已经无法满足市场领先战略的实现。 本文以S公司为研究对象，首先通过SWOT分析，从优势、劣势、机会、挑战四 个方面全面阐述S公司 面临的内外部条件，并在其客户管理现状分析中得出S公司发展 战略面临的主要问题为：与最终客户间接物料提供商的一般客户关系如何成为数字化企 业战略合作伙伴；其次，依 据企业客户关系管理的相关理论，分析销售业绩和客户关系 关联的现象，探索销售满足最终客户需求的路径实现本质，依据STP市场分析以及销售 数据的RFM分析得出，以渠道为 主（销售角度）的大客户管理更应该关注最终用户的 账户管理（最终客户决策角度）；然后基于4P-4C-4R营销和IDIC模式分析理论，提出 客户关系管理的优化方案，从产品、需 求、价值和客户四维度构建数字化企业战略合作 伙伴关系，并以此为出发点，系统性地增强客户粘性并维护忠诚稳定的客户关系，以确 保企业价值和客户价值实现共赢。最后， 从公司政策指导原则、内外部资源的配置、公 司内部流程、人力资源奖励政策、企业文化建设五个方面建立以确保四维度客户关系管 理实施为目的的保障措施。 研究结果表明， 四维度（产品、需求、价值、客户）构建数字化企业战略合作客户 关系的优化方案有利于使客户资源成为S公司增强企业核心竞争力的重要助力；同时， 在构建数字化企业战略合 作伙伴以及实现客户管理升级方面，对其他企业也有相应的借 鉴意义。 关键词：RFM分析；IDIC模式；客户关系管理；数字化企业战略合作伙伴 英文摘要 II Abstract With the advance in technological of electrification, automation and intelligence, the fourth industrial revolution represented by information intelligence technology has began to change the entire social group. Internet of things, intelligent logistics, big data, digitization, and knowledge economy make information transparent. Customized product demands and socialized virtual identity make customers become more and more important. As a result, customer relationships are increasingly valued in the process of manufacturing upgrading and transformation. In the process of economic globalization, China's booming manufacturing industry becomes the best market for automation control products. It causes fierce competition for companies, especially for company S, who is a leader of the manufacturing industry. Because the products of company S are inclined to fall into the quagmire of price comparison with providing similar solutions to different customers, and the simple product solution sales model can no longer meet the realization of market-leading strategies as well. This article takes company S as the research object. Firstly, through SWOT analysis, it comprehensively elaborates the internal and external conditions facing company S from four aspects: strengths, weaknesses, opportunities, and challenges. Based on the analysis of its customer management status, it concludes the main questions that the company's development strategy faces: the indirect material relation how to become a digital enterprise strategic partners. Secondly, based on the relevant theories of corporate customer relationship management, this paper analyzes the phenomenon of sales performance and customer relationship correlation, and explores the essence of the path of sales to meet the needs of end customers, and follow the STP Market analysis and RFM analysis of sales data show that key account management that is channel-oriented (from a sales perspective) should focus more on end-user account management (an end-customer decision-making perspective).Then based on 4P-4C-4R marketing and IDIC mode analysis theory, we put forward the optimized plan for the customer relationship management (CRM), and build a digital enterprise strategic partnership from the four dimensions of product, demand, value, and customer, and use this as a starting point to systematically enhance customer stickiness and maintain loyal and stable customer relationships, to ensure a win-win situation for corporate value and customer value. Finally, we set up guarantee measures to ensure the implementation of four-dimensional customer relationship management from five aspects: company policy guidelines, allocation of internal and external resources, company internal processes, human resource incentives, and corporate culture. The results show that the four-dimension (product, demand, value and customer) optimization scheme for building strategic cooperative customer relationship of digital enterprises is conducive to making customer resources become an important help. It can help company S enhance its core competitiveness. At the same time, it can also be used for reference by other enterprises in building strategic partners of digital enterprises and upgrading customer management. Key words: RFM analysis; IDIC analysis; CRM; Digital enterprise strategic partner 目录 III 目录 摘要 .......................... I Abstract ....................... II 第1章 绪论 ............... 1 1.1 研究背景 ...... 1 1.2 研究意义 ...... 1 1.3 国内外研究综述 ......................... 2 1.3.1 国外研究综述 .................. 2 1.3.2 国内研究综述 .................. 3 1.3.3 国内外研究发展趋势 ...... 5 1.4 研究思路和 架构 ......................... 5 1.4.1 研究思路 .......................... 5 1.4.2 研究内容 .......................... 5 1.4.3 论文架构 .......................... 6 1.5 研究方法 ...... 7 1.5.1 文献研究法 ...................... 7 1.5.2 案例分析法 ...................... 7 1.6 论文创新点 .. 7 第 2章 相关理论基础 .............................. 8 2.1 客户关系管理的相关理论 ......... 8 2.1.1 关系营销 .......................... 8 2.1.2 客户细分 .......................... 9 2.1.3 价值共创 ........................ 10 2.2 客户关系管理的分析工具 ....... 10 2.2.1 SWOT分析 ..................... 10 2.2.2 STP分析 ......................... 11 2.2.3 RFM模型 ....................... 11 2.2.4 IDIC模式 ........................ 12 2.3 本章小结 .... 12 第3章 S公司客户 关系管理现状与分析 ............................ 13 3.1 S公司简介 .. 13 3.2 S公司客户关系管理现状介绍 . 14 3.3 S公司的客户细分 ..................... 16 3.3.1 STP数据分析 ................. 16 3.3.2 客户TOP20 RFM分析 . 17 3.4 基于客户细分的企业战略合作关系定位 .............. 19 3.4.1 营销组合分析 ................ 19 3.4.2 应用IDIC模式 .............. 20 3.4.3 当前的客户关系 ............ 21 3.4.4 客户关系的数字化转型升级 ....................... 21 3.5 本章小结 .... 22 第4 章 基于四个维度的数字化客户关系构建 ................... 24 4.1 四维度简介 24 4.2 基于产品维度的数字化客户关系构建 .................. 24 目录 IV 4.2.1 产品维 度内容 ................ 24 4.2.2 S公司产品维度分析 ... 25 4.2.3 产品维度构建步骤 ........ 26 4.3 基于需求维度的数字化客户关系构建 .................. 27 4.3.1 需求维度内容 ................ 27 4.3.2 S公司需求维度分析 ... 28 4.3.3 需求维度构建步骤 ........ 29 4.4 基于价值维度的数字化客户关系构建 .................. 30 4.4.1 价值维度内容 ................ 30 4.4.2 S公司价值维度分析 ... 32 4.4.3 价值维度构建步骤 ........ 34 4.5 基于客户维度的数字化客户关系构建 .................. 35 4.5.1 客户维度内容 ................ 35 4.5.2 S公司客户维度分析 ... 37 4.5.3 客户维度构建步骤 ........ 38 4.6 建立共赢的战略合作关系 ....... 39 4.7 本章小结 .... 40 第5章 四维度客户关系管理的保障措施 ........................... 41 5.1 公司政策的指导原则 ............... 41 5.2 内外部资源的 配置 ................... 41 5.3 优化公司内部流程 ................... 41 5.4 完善人力资源激励政策 ........... 42 5.5 加强企业文化建设 ................... 42 5.6 本章小结 .... 43 第6章 结论 ............. 44 6.1 研究结论 .... 44 6.2 研究展望 .... 44 6.3 研究的不足之处 ....................... 44。。。。。。以下