跟随时代飞速进步，汽车作为必需品已经走进千家万户。而技术的进步，汽车的 研发技术越来越成熟，各大汽车品牌生产商生产能力越来越强，汽车行业的竞争越来 越激烈。汽车4S店的模式在中国很普遍，占据市场的有力保证不再是靠高质量的汽 车产品和标准统一的服务流程，而是如何满足客户的个性化需求。当今社会，博得顾 客就是博得市场，因而客户关系管理势在必行。 本文以YB宝马4S店为研究对象，了解客户关系管理的内涵和发展历程，研究 客户生命周期理论、客户细分理论、客户价值理论和客户满意度理论，为本文奠定理 论基础。通过对潜在客户、新车客户和售后客户的服务体验进行调查，特别是对客户 触点体验调查，了解客户满意度的现状。同时，通过与YB公司领导进行人员访谈， 了解YB宝马4S店的客户关系管理近况。通过现状的了解，分析YB宝马4S店客户 关系管理存在问题。针对问题，优化现有潜在客户、新车客户和售后客户的客户关系 管理，提升客户触点体验满意，进而提升客户对于4S店忠诚度。 为了更贴近互联网的这个时代，在新车交车中加入了建立新车客户专属微信群的 环节，更加体现“以客户为中心”的管理理念。为了更好的执行新的客户关系管理， YB宝马4S店内部流程和员工素养等方面都做出了新的要求。最终经过提升客户满 意度和客户忠诚度，达到客户和公司双赢的局面，为企业长远发展提供更有利的保障。 关键词：客户关系管理；客户触点体验；客户满意度 Abstract With the rapid progress of the times, the car as a necessity has entered thousands of households. With the progress of technology, the R & D technology of automobile is more and more mature, the production capacity of major automobile brand manufacturers is more and more strong, and the competition of automobile industry is more and more fierce. The mode of automobile 4S shop is very common in China. The powerful guarantee to occupy the market is no longer relying on high-quality automobile products and standard unified service process, how to meet the personalized needs of customers is crucial. In today's society, winning customers is winning the market, so customer relationship management is imperative. This paper takes YB BMW 4S store as the research object, understands the connotation and development process of customer relationship management, studies customer life cycle theory, customer segmentation theory, customer value theory and customer satisfaction theory, and lays a theoretical foundation for this paper. By investigating the service experience of potential customers, new car customers and after-sales customers, especially the customer contact experience, we can understand the current situation of customer satisfaction. At the same time, through interviewing with the leaders of YB store, we can understand the current situation of customer relationship management of YB BMW 4S store. Through the understanding of the current situation, this paper analyzes the problems of customer relationship management in YB BMW 4S store. Aiming at the problems, we can optimize the customer relationship management of existing potential customers, new car customers and after-sales customers, improve customer contact experience satisfaction, and then improve customer loyalty to 4S store. In order to be closer to the era of the Internet, the establishment of new car customer exclusive wechat group has been added to the new car delivery, which more embodies the management concept of "customer-centric". In order to better implement the new customer relationship management, YB BMW 4S store has made new requirements in terms of internal process and staff quality. Finally, through the promotion of customer satisfaction and customer loyalty, we can achieve a win-win situation between customers and the company, providing a more favorable guarantee for the long-term development of enterprises. Key words: YB BMW 4S store; Customer relationship management; Customer contact experience; Customer satisfaction I 目 录 1 导 论 ............................................................................................................................... 1 1.1 研究的背景 ................................................................................................................. 1 1.2 研究的目的和意义 ..................................................................................................... 2 1.2.1 研究的目的 .......................................................................................................... 2 1.2.2 研究的意义 .......................................................................................................... 3 1.3 国内外研究现状 ......................................................................................................... 3 1.3.1 国外研究现状 ...................................................................................................... 3 1.3.2 国内研究现状 ...................................................................................................... 4 1.3.3 国内外研究评述 .................................................................................................. 4 1.4 研究方法 ..................................................................................................................... 5 1.4.1 文献研究法 .......................................................................................................... 5 1.4.2 访谈法 .................................................................................................................. 5 1.4.3 问卷调查法 .......................................................................................................... 5 1.5 主要研究内容 ............................................................................................................. 5 2 客户关系管理内涵及相关理论基础 ............................................................................... 7 2.1 客户关系管理内涵 ..................................................................................................... 7 2.2 相关理论基础 ............................................................................................................. 7 2.2.1 客户生命周期理论 .............................................................................................. 7 2.2.2 客户细分理论 ...................................................................................................... 8 2.2.3 客户价值理论 ...................................................................................................... 9 2.2.4 客户满意度理论 ................................................................................................ 10 3 YB宝马4S店客户关系管理现状分析 .......................................................................... 11 3.1 YB宝马4S店概况 ................................................................................................... 11 3.2 YB宝马4S店客户服务流程简介 ........................................................................... 12 3.2.1 销售客户服务流程简介 .................................................................................... 12 3.2.2 售后客户服务流程简介 .................................................................................... 14 3.3 YB宝马4S店客户关系管理现状分析 ................................................................... 16 3.3.1 提供潜在客户进店体验服务 ............................................................................ 16 3.3.2 满足新车客户购车过程基本需求 .................................................................... 19 3.3.3 建立售后客户整体服务反馈机制 .................................................................... 21 4 YB宝马4S店客户关系管理存在的问题 ...................................................................... 24 4.1 潜在客户关系管理存在的问题 ............................................................................... 24 4.1.1 客户信息录入不全，缺少严格细分标准 ........................................................ 24 4.1.2 客户价值挖掘力度和关注程度不足 ................................................................ 24 II 4.2 新车客户关系管理存在的问题 ............................................................................... 24 4.2.1 销售顾问专业度不足，交车仪式没有新意 ..........................