I 摘要 D公司成立于20世纪70年代，是美国的一家国际快递运输企业。历经40余 载的发展，公司建立了强大成熟的全球空运运输网络。千禧年后，D公司在信息技 术方面加大了投入，力求为客户提供卓越的服务。随着国际贸易和信息技术的发展， D公司的签约客户和承运货量都在不断增长，依靠原有的客户关系管理和标准操 作流程很难满足中小客户市场日益变化的需求。从委托第三方机构调查中小客户 满意度的数据上看，客户满意度指标总体在下降，而且在具体运输服务环节有较大 波动；另外，客户的流失率也有浮动。通过走访公司管理人员和一线操作人员后， 发现D公司客户关系管理理论知识滞后，客户信息系统不能共享，市场细分方面 存在不足，业务部门软件和硬件设备不够完善等问题。 本文结合当下中小客户的特征和快递运输市场的需求，对D公司客户关系管 理中的市场部、销售部、地面操作部和口岸操作部、客户服务部的运营现状进行了 分析；发现了D公司一线相关部门在客户关系管理中存在的问题，进而分析出D 公司在客户关系管理中业务部门和职能部门需要改进的部分，并对客户关系管理 的理论需求、客户信息系统和目标客户系统分类等方面进行分析，提出了改进策略。 为了更有效的实施客户关系管理，通过对中小客户调查问卷的方式和对D公司管 理人员访谈的形式确认客户关系管理中的问题和D公司自身对这些问题的理解和 认识，明确了客户关系管理中的问题和相关改进策略，并在实施阶段，介绍了实施 过程中改进方案的准备、执行、控制和评估的具体流程。 本文通过对客户关系管理中基础理论的梳理，使其具体运用在中小客户关系 管理实际操作中的具体环节，加强了D公司对客户关系管理的认知；改进销售部 和客服部的结构框架和工作职责，优化客户信息系统和目标客户信息；设立中小客 户关系管理项目委员会，负责推动项目进程，从而更高效的开发和维护中小客户， 提升客户的满意度，增加D公司在中小客户群体的市场份额，以实现客户关系管 理的最终目标。 关键词：国际快递，客户关系管理，市场细分，客户满意度 ABSTRACT II ABSTRACT Company D was established in the 1970s and is an international express delivery company in the United States. After more than 40 years development, the company has established a strong and mature global air transportation network. Since 2005, Company D has increased its investment in information technology and strives to provide customers with outstanding services. With the development of e-commerce and information technology, D's contracted customers and the volume of freight are constantly increasing. It is difficult to meet the changing needs of the small and medium sized customers relying on the traditional customer relationship management and standard operating procedures. From the data of entrusted third-party agency shown, the satisfaction indicators of small and medium-sized customers are generally falling, and there are some fluctuations in specific transportation services. In addition, the churn rate of customers has also fluctuated. After interviewing the company's management and front-line operation employees, it was found that Company D's customer relationship management theory lags behind, customer information systems cannot be shared among functional departments, market segmentation is inadequate, and software and hardware of operating departments are not enough etc. Based on the characteristics of small and medium-sized customers and the needs of the express transportation market, this article analyzes and summarizes the customer relationship among current operation status of the marketing department, sales department, ground operation department, gateway operation department, and customer service department in the customer relationship management of company D; The management strategy has problems in the relevant front-line departments, thereby analyzing the areas where Company D's business departments and functional departments need to improve in customer relationship management, and classifying the theoretical requirements of customer relationship management, customer information systems, and target customer systems. Analyze and propose how to apply for the improvement strategies. In order to implement customer relationship management more effectively, by means of applying the questionnaire of small and medium-sized customers and interviewing with the management of company D to understand in depth the customer needs, expectations and strategies of company D in the relationship management, which ABSTRACT III identifies the problems and corresponding improvement strategies, and introduced in detail the preparation, implementation, control and evaluation of the improvement program in the implementation phase. In this article, by sorting out the relevant and basic theories in customer relationship management, it is specifically applied to the specific links in the actual operation of small and medium-sized customer relationship management, strengthening the company D's understanding of customer relationship management; improving the organizational structure of the sales department and customer service department, Optimizing customer information system and target customer information; set up a small and medium customer relationship management project committee to be responsible for and promote the project process. Which assures implementing more efficiently of developing and maintaining small and medium customers, improving customer satisfaction, increasing the market share of company D in the small and medium customer market, thus achieving the ultimate goal of customer relationship management. Keywords: International Express, Customer Relationship Management, Market Segmentation, Customer Satisfaction 目录 IV 目录 第一章 绪论 .................................................................................................................... 1 1.1 研究背景和意义 ............................................................................................... 1 1.1.1 研究背景 ................................................................................................ 1 1.1.2 研究意义 ................................................................................................ 2 1.2 研究内容与方法 ............................................................................................... 3 1.2.1 研究内容 ................................................................................................ 3 1.2.2 研究方法 ................................................................................................ 3 1.3 论文框架 ........................................................................................................... 4 第二章 客户关系管理的理论和依据 ............................................................................ 5 2.1 客户关系管理的基础理论 ............................................................................... 5 2.1.1 客户管理和客户服务 ............................................................................ 5 2.1.2 客户价值和关系价值 ............................................................................ 6 2.1.3 客户关系管理 ........................................................................................ 6 2.2 客户关系管理的理论依据 ............................................................................... 6 2.2.1 客户细分 ................................................................................................ 6 2.2.2 客户满意度和忠诚度 ............................................................................ 7 2.2.3 客户生命周期 ........................................................................................ 8 2.3 国内外研究现状 ............................................................................................... 9 2.3.1 国内研究现状 ........................................................................................ 9 2.3.2 国外研究现状 ...................................................................................... 10 2.4 本章小节 .......................................................................................................... 11 第三章 D公司中小客户关系管理的现状和问题分析 .............................................. 12 3.1 国际快递概况和发展 ..................................................................................... 12 3.1.1 国际