伴随全球化带来的市场细分导致市场竞争的不断升级，企业之间由技术或产品带 来的差距在逐渐的缩小，同质化的现象进一步明显，同时开发新客户由于成本和竞争 的激烈性存在诸多的局限性，因此如何维护好那些现有的老客户就成了重中之重。老 客户维护的水平高低直接影响了企业效益的好坏，因此研究老客户维护的各方面不仅 是对理论的应用，也是探索理论结合实际的表现。 本文的研究对象B公司是一家提供云安全服务的全球性企业，由于近日来其亚 太区续保部门在老客户关系维护中遇到显著发展瓶颈，主要体现在团队扩招后销售额 与续保率未能达到相应的预期，因此笔者将此课题作为研究目的，寻找病症所在与相 应的解决方案。本文通过查阅国内外相关文献的研究报告，利用客户管理与维护的相 关理论对客户进行问卷调研，找到了阻碍老客户维护发展的原因所在并对造成因素加 以分析。同时在此基础上，结合了B公司的实际情况量身设计了有针对性的改进方 案包括改进流程缩短周期、增加定期回访、优化管理操作系统等以及相应的保障措施。 通过初步的实施效果来看，提高了对老客户的服务质量、增加了老客户的生命周期、 对不同的客户群体进行价值分析并采用针对性策略，进而提升了老客户的满意度和忠 诚度，减少了流失率，增加了销售额。 本文的主要创新之处在于目前网上对老客户维护进行讨论的相关文献还比较有 限，针对云安全产品的更是寥寥无几，希望本文能够起到抛砖引玉的作用，对与B公 司处于相似行业的其他企业在改善老客户维护的工作中也能具备一定的参考价值。 关键词：客户关系维护；价值分析；生命周期 III Abstract Market competition has been keeping upgrading because of market breakdown brought by globalization. The gap between technology and product becomes smaller, the phenomenon of homogenization is increasingly obvious. How to maximize the limited customers share by using own advantages is an essential topic for every company under this circumstance, the most important is to maintain existing customers as there are certain limitations for developing new customers because of competition and cost. The level of maintaining existing customer will directly affect the company profit, hence it’s not just about exploring the theory of existing customer maintenance but also exploring the combination between theory and practice. Company B as the object of this research is a globally company that provides cloud security solutions. Because recently their APAC renewal department has met some bottleneck issues which mainly come from the short of expectation of revenue and renew rate of maintaining existing customers, the writer took this as the goal of research and looked for the reason as well as solution. Through the domestic and international relevant research, the paper includes analysis of causes and influence factors. And base on the above summary, designed the improvement plan and the corresponding scheme of the implementation of the measures and safeguard measures including shorten the sales cycle, have regular return visit, optimize the operation system, etc. From the preliminary implementation, it improved the service quality and life cycle to existing customers, used different targeted strategy by defining the customer’s value, increased the satisfaction and loyalty of existing customers, reduced the lost rate dramatically, increased revenue. The biggest innovation of this research is currently there’s very limited research document about maintaining existing customers online, especially for cloud security industry. Hopefully this research can has certain reference value to other company in the same industry with B company in the need of enhance existing customers maintenance work IV Keywords：Customer Relationship Maintenance; Value Analysis; Life Cycle 目录 致谢 ........................................................................................................................................ I 摘要 ...................................................................................................................................... II Abstract ................................................................................................................................ III 第1章 绪论 ......................................................................................................................... 1 1.1 选题的背景和研究意义 ........................................................................................ 1 1.1.1 研究背景 ..................................................................................................... 1 1.1.2 研究意义 ..................................................................................................... 2 1.2 国内外客户关系管理研究发展现状 .................................................................... 3 1.2.1 国内外研究发展现状 ................................................................................. 3 1.2.2 国内外现状综述 ......................................................................................... 4 1.3 研究思路、方法、内容和研究框架 .................................................................... 5 1.3.1 研究的思路和方法 ..................................................................................... 5 1.3.2 研究内容 ..................................................................................................... 5 1.3.3 研究框架 ..................................................................................................... 6 第2章 相关理论概述 ......................................................................................................... 7 2.1 客户关系（CRM）理论 ........................................................................................ 7 2.1.1 CRM的定义与发展 ..................................................................................... 7 2.1.2 CRM的思想理念 ......................................................................................... 7 2.1.3 CRM的必要性 ............................................................................................. 9 2.1.4 CRM的运用 ............................................................................................... 10 2.2 客户关系维护的理论 .......................................................................................... 11 2.2.1 客户关系维护的重要性 ........................................................................... 11 2.2.2 客户关系维护的影响因素 ....................................................................... 12 2.2.3 客户关系维护的策略 ............................................................................... 14 2.3 新老客户行为决策差异 ...................................................................................... 15 第3章 B公司现状与问题分析 ........................................................................................ 18 3.1 云安全产品市场现状 .......................................................................................... 18 3.2 B公司企业与产品简介 ........................................................................................ 19 3.3 行业客户特征分析 .............................................................................................. 20 3.4 续保部门经营现状 .............................................................................................. 21 3.5 调研方案 .............................................................................................................. 21 3.5.1 初步访谈调研与问卷设计 ....................................................................... 21 3.5.2 正式问卷及访谈对象 ............................................................................... 22 3.6 调研结果与分析 .................................................................................................. 23 3.6.1 情况说明 ................................................................................................... 23 3.6.2 结果分析 ................................................................................................... 23 3.7 存在问题 .............................................................................................................. 25 3.7.1 维护周期长 ............................................................................................... 26 3.7.2 通知不及时 ..