I 摘要 在社会经济飞速发展的今天，民营中小企业在社会经济中的地位日益凸显，在国 民经济中占据着越来越重要的位置。依托客户企业的发展而发展（B2B营销）是部分 中小企业的重要经营策略，B2B营销和B2C营销存在着巨大的差异，B2B企业的客 户数量较少，客户购买产品的数量和数额较大，在购买行为上更加趋于理性，与客户 之间的合作更加趋于长期稳定的合作伙伴关系，因此对于B2B企业而言，客户资源 十分珍贵，需要投入更多的精力去维护，企业的客户关系管理对B2B企业来说显得 尤为重要。但是受发展时间、注入资本规模、制造技术积累、人才储备等多种因素影 响，我国的中小B2B企业对客户关系管理的概念还较为陌生，绝大部分中小企业还 没有建立比较完善的客户关系管理系统。 本文以绵阳KTBL制品公司为研究对象，详细介绍了玻璃包装行业的行业背景以 及公司基本情况，基于此背景，利用客户关系管理相关理论作为全文的研究理论，采 用KTBL公司员工、中高层及公司客户访谈，KTBL公司RFM模型分析等方法，进 一步分析出KTBL有限公司在客户满意度和忠诚度较低、客户流失严重、客户分类不 合理等问题，结合KTBL制造公司的实际情况，制定KTBL有限公司的客户关系管理 改进策略，从而留住老客户，吸引新客户，提升KTBL制造有限公司的竞争力，也为 其他的类似的中小型B2B企业提供借鉴。 关键词：客户关系管理；客户满意度；客户分类管理 论文类型：应用研究 ABSTRACT II ABSTRACT Today,withtherapiddevelopmentofsocialeconomy,privatesmallandmedium-sized enterprises(SMEs)playanincreasinglyprominentroleinsocialeconomyandoccupya moreandmoreimportantpositioninthenationaleconomy.Relyingoncustomer developmentofenterpriseanddevelopmentofsomesmallandmedium-sizedenterprises (B2B)isanimportantbusinessstrategy,therearehugedifferencesbetweenB2BandB2C marketing,B2Bcustomerquantityisless,thenumberofclientstobuytheproductandthe amountislarger,moreonbuyingbehaviortendstoberational,cooperationwiththe customermoretendtobelong-termandstablepartnership,Therefore,forB2Benterprises, customerresourcesareveryprecious,needtoinvestmoreenergytomaintain,enterprise customerrelationshipmanagementisparticularlyimportantforB2Benterprises.However, duetothedevelopmenttime,injectedcapitalscale,manufacturingtechnology accumulation,talentpoolandotherfactors,China'ssmallandmedium-sizedB2B enterprisesarestillunfamiliarwiththeconceptofcustomerrelationshipmanagement,the vastmajorityofsmallandmedium-sizedenterpriseshavenotestablishedarelatively perfectcustomerrelationshipmanagementsystem. TakingMianyangKTBLProductsCompanyastheresearchobject,thispaper introducesthebackgroundoftheglasspackagingindustryandthebasicsituationofthe companyindetail.Basedonthisbackground,thetheoryofcustomerrelationship managementisusedastheresearchtheoryofthefulltext,andthemethodssuchas interviewswiththemiddleandseniormanagementofKTBLcompanyandcustomersof thecompanyandRFMmodelanalysisofKTBLcompanyareadopted.Furtheranalysisthe KTBLco.LTD.inthelowcustomersatisfactionandloyalty,customerchurnserious problemssuchasunreasonable,customerclassification,incombinationwiththepractical situationofKTBLmanufacturingcompany,developKTBLco.LTD.customerrelationship managementimprovementstrategy,soastoretainoldcustomersandattractnewcustomers, thepromotionofthecompetitivenessoftheKTBLmanufacturingco.LTD.Italsoprovides referenceforothersimilarsmallandmedium-sizedB2Benterprises. KEYWORDS:Customerrelationshipmanagement;Customersatisfaction;Customer classificationmanagement TYPEOFTHESIS:ApplicationResearch 目录 III 目录 1绪论.......................................................................................................................................1 1.1研究背景.....................................................................................................................1 1.2国内外研究现状.........................................................................................................2 1.2.1对中小企业客户关系管理的研究...................................................................2 1.2.2对客户关系管理的产生及发展阶段的研究...................................................2 1.2.3对客户细分的研究...........................................................................................3 1.2.4对客户关系管理客户满意度和客户忠诚度的研究.......................................4 1.2.5文献评述...........................................................................................................4 1.3研究对象.....................................................................................................................5 1.4研究意义.....................................................................................................................5 1.5研究内容、研究思路和研究方法.............................................................................6 1.5.1研究内容...........................................................................................................6 1.5.2研究思路...........................................................................................................7 1.5.3研究方法...........................................................................................................7 2相关基础理论.......................................................................................................................9 2.1顾客感知价值理论...................................................................................................9 2.2客户满意度理论.........................................................................................................9 2.3客户忠诚度理论.........................................................................................................9 2.4客户价值识别理论...................................................................................................10 2.5客户细分理论...........................................................................................................11 3环境分析.............................................................................................................................12 3.1宏观环境分析...........................................................................................................12 3.1.1政策鼓励产业转型升级.................................................................................12 3.1.2市场经济促进行业发展.................................................................................12 3.1.3社会消费理念升级创造发展机遇.................................................................13 3.1.4技术迭代速度加快带来挑战.........................................................................13 3.2行业环境分析...........................................................................................................13 3.2.1行业竞争激烈.................................................................................................13 3.2.2供应商议价能力减弱.....................................................................................14 3.2.3顾客还价能力增强.........................................................................................15 3.2.4潜在进入者众多威胁增大.............................................................................15 西南科技大学硕士学位论文 IV 3.2.5替代品威胁大.................................................................................................15 3.3本章小结...................................................................................................................16 4KTBL制造有限公司情况、客户关系现状及存在的问题..............................................17 4.1KTBL公司情况........................................................................................................17 4.1.1公司简介.........................................................................................................17 4.1.2公司组织结构.................................................................................................17 4.1.3公司员工情况.................................................................................................18 4.1.4公司销售情况.................................................................................................20 4.1.5公司经营理念......................................................................................