iii 摘要 2015年国务院发布了“中国制造2025”战略计划，加快制造业升级，推动制 造强国的实施。“中国制造2025”明确了九项战略任务和重点，最核心之一就是 制造业转型，作为制造业重要支柱的上游钢铁行业也随之做出改变，着力落实产 品结构调整与技术升级工作,特钢比重在钢铁行业逐步提高。随着国家对环保严控， 加快了钢铁企业淘汰落后品种的速度，钢铁行业产品结构调整迫在眉睫。产品结 构发生变化的同时,营销组织结构和客户关系也随之发生相应的改变。因此，深入 剖析国有钢铁企业存在的客户关系问题，找到现有体制下制约企业发展的瓶颈， 对症下药解决问题，才能适应当前国有钢铁企业客户关系发展。 本文试图在国有钢企转型升级调整产品结构的背景下,探索产品结构变化中 客户关系管理，以H钢铁公司为例，利用关系营销理论、客户关系理论、大客户 等理论为理论支撑做初步分析，采用文献综述和企业调查问卷的方法，对H钢铁 公司的客户关系管理进行研究。论文首先对H钢铁企业的面临的宏观形势，所处 的行业现状以及自身的竞争态势进行深度剖析，其次通过向企业客户发放客户满 意度问卷，调查阐述客户关系管理中存在的问题，然后进一步分析产生问题的原 因，最后提出优化H钢铁公司优客户关系管理的相应措施。 目前H钢铁公司客户关系管理上主要问题有：在新型行业发展模式下营销文 化理念缺失；公司营销业务流程繁杂，无法满足对变化市场进行快速反应的要求； 传统绩效制度缺乏活力不能有效激发员工销售热情；以及大客户管理工作松散没 有真正落到实处。H钢铁公司应该通过重新树立营销文化理念、梳理优化营销业 务流程，制定切实有效的绩效制度，完善H钢铁公司大客户管理内容进行改进。 最后，对本文研究进行总结，并提出不足之处，对未来国有钢铁企业客户关 系管理发展提出展望。 关键词：国有钢铁企业；结构转型；客户关系管理；大客户管理 北京交通大学硕士专业学位论文摘要 iv ABSTRACT In2015,theStateCouncilissuedthe"madeinChina2025"strategicplanto acceleratetheupgradingofthemanufacturingindustryandpromotetheimplementation ofmanufacturingpower."MadeinChina2025"hasidentifiedninestrategictasksand priorities.Oneofthemostcoreisthetransformationofthemanufacturingindustry.As animportantpillarofthemanufacturingindustry,theupstreamsteelindustryhasalso madechangesaccordingly,focusingontheimplementationofproductstructure adjustmentandtechnologyupgrading.Alongwiththecountrytoenvironmental protectionstrictcontrol,hasacceleratedtheironandsteelenterprisetoeliminatethe backwardvarietyspeed,theironandsteelindustryproductstructureadjustmentis imminent.Astheproductstructurechanges,themarketingorganizationstructureand customerrelationshipalsochangeaccordingly.Therefore,in-depthanalysisof state-ownedironandsteelenterprisesexistingcustomerrelationshipproblems,findthe existingsystemtorestrictthebottleneckofenterprisedevelopment,tosolvethe problem,inordertoadapttothecurrentstate-ownedironandsteelenterprisescustomer relationshipdevelopment. Thisarticleattemptsinthebackgroundofthetransformationandupgradingof state-ownedsteelmillstoadjustproductstructure,productstructurechangeinthe customerrelationshipmanagement,withHsteelcompanyasanexample,usingthe theoryofrelationshipmarketingtheory,customerrelationshipandbigcustomertheory asthetheoreticalsupportforthepreliminaryanalysis,adoptthemethodofliterature reviewandquestionnaire,thestudyofHsteelcompanyofcustomerrelationship management.PaperfirsttotheHsteelenterprisefacingthemacrosituation,industry statusandcompetitivesituationofin-depthanalysis,secondlythroughtotheenterprise customercustomersatisfactionquestionnaire,investigationinthispaper,theproblems thatexistinthecustomerrelationshipmanagement,andthenfurtheranalyzethe reasonsoftheproblems,finallyputforwardtheoptimizationofHsteelcompany correspondingmeasuresofcustomerrelationshipmanagement. OnthecustomerrelationshipmanagementHsteelcompanyatpresentthemain problemsare:thelackofnewmarketingcultureideaofindustrydevelopmentmode,the companymarketingbusinessprocessismultifarious,unabletomeettherequirementsof changesinthemarketforrapidresponse,traditionalperformancesystem,lackofenergy, cannoteffectivelymotivatesalesenthusiasmandloosebigcustomermanagementwork 北京交通大学硕士专业学位论文摘要 v isnotreallyimplement.Hironandsteelcompanyshouldre-establishtheconceptof marketingculture,combandoptimizethemarketingbusinessprocess,developa practicalandeffectiveperformancesystem,andimprovethemanagementcontentofH ironandsteelcompany'skeyaccount. Finally,thispapersummarizestheresearch,andputsforwardtheshortcomingsand prospectsforthefuturedevelopmentofcustomerrelationshipmanagementin state-ownedironandsteelenterprises. KEYWORDS：state-ownedironandsteelenterprises;structuraltransformation; customerrelationshipmanagement;keyaccountmanagement 北京交通大学硕士专业学位论文目录 vi 目录 摘要........................................................................................................................ⅲ ABSTRACT............................................................................................................iv 1绪论....................................................................................................................1 1.1研究背景与意义.........................................................................................1 1.1.1研究背景..............................................................................................1 1.1.2研究意义..............................................................................................1 1.2研究目的与研究方法.................................................................................2 1.2.1研究目的..............................................................................................2 1.2.2研究方法..............................................................................................2 1.3研究内容与技术路线.................................................................................3 1.3.1研究内容..............................................................................................3 1.3.2技术路线..............................................................................................4 2理论回顾和文献综述........................................................................................5 2.1关系营销理论.............................................................................................5 2.2客户关系理论.............................................................................................6 2.2.1国外客户关系理论研究......................................................................7 2.2.2国内客户关系理论研究......................................................................7 2.3客户价值理论.............................................................................................8 2.4大客户理论.................................................................................................9 2.4.1大客户管理定义.................................................................................10 2.4.2大客户管理的应用价值.....................................................................11 2.4.2大客户研究的最新进展.....................................................................12 3H钢铁公司市场环境及客户管理现状...........................................................14 3.1H钢铁公司概述.......................................................................................14 3.2H钢铁公司的营销环境............................................................................15 3.2.1面临的宏观形势.................................................................................15 3.2.2所处的行业现状.................................................................................16 3.2.3自身的竞争态势.................................................................................18 3.3H钢铁公司客户关系管理调查................................................................22 3.4H钢铁公司客户关系管理分析................................................................25 3.4.1H钢铁公司客户关系理念.................................................................25 北京交通大学硕士专业学位论文目录 vii 3.4.2H钢铁公司客户分类现状..................................................................25 3.4.3H钢铁公司客户管理组织结构及业务流程......................................26 3.4.4H钢铁公司