I 摘要 在进入二十一世纪时代，随着大数据时代的到来和信息技术的进步， 广告行业迎来了高速发展期。客户关系管理的重要性日益凸显，现代企业 之间的竞争优势已经逐步由传统的产品质量和规模的大小上升到了客户资 源的优势。客户关系管理水平高低，才是企业真正的核心竞争力，是企业 的生存根本，是企业能够持续发展的重要资源。面对外部环境和内在问题 的不断变化，HN广告公司作为一个小微企业，已经意识到良好的客户关系 才是企业市场竞争的实质。企业需要通过完善客户关系管理制度来提高客 户满意度，获得客户忠诚，从而提高企业在行业内竞争优势。 本文以HN广告公司作为研究对象。首先介绍本文的研究背景和国内外 客户关系管理的相关理论研究成果和研究现状，提炼总结出有关客户关系 管理的较为系统而全面的文献综述。其次，运用分析工具对研究对象所在 的行业和企业本身做综合性分析，为后文，深入研究该公司的客户关系管 理现状问题提供支持；然后，介绍HN广告公司的实际运营概况，采用问卷 调查法对HN广告公司服务过的400家企业客户做调研研究，统计分析出在 客户满意度、客户忠诚度、客户行为等方面的数据，发现研究对象在客户 关系管理方面存在的客户信息采集不准确、客户信息储备建设没有规划、 客户信息管理水平低下、客户关系管理缺乏系统性、客户细分不足、客户 关系管理重视度不足、佣金管理制度不适用、相关从业服务人员的专业度 有待提高、组织架构设计不合理、业务流程管理效率低下等现状问题；最 后，提出建设“以客户为中心”的企业文化、搭建客户关系管理系统、优 化组织架构、改进业务流程、调整薪酬佣金制度、加强员工培训与计划管 理、客户差异性细分、客户关系维护纳入绩效考核体系等解决问题的对策， 同时从组织架构、资金与技术以及适用的绩效考核激励制度等方面，保障 HN广告公司的客户关系管理问题的对策建议能够顺利实施落地。 摘要 II 本文通过此次HN广告公司在客户关系管理方面的研究，希望能够解决 该公司的客户关系管理现状问题，提高企业综合服务水平，提高客户满意 度，获得客户忠诚。在推动该公司业务稳定和发展的同时，既丰富广告行 业关于客户关系管理方面的案例研究，也为整个广告行业，特别是对许多 与该广告公司处于同阶段、同类型的广告公司提供有益的参考和启迪，具 有一定的理论和现实意义！ 关键词：客户关系管理（CRM）；客户满意度；客户忠诚度；广告公司 III Abstract Abstract In twenty-first Century，with the advent of the era of big data and the advance of the information technology, the advertising industry is developing forward rapidly. In the importance of CRM has become increasingly prominent, the competitive advantage of the modern enterprises gradually shift form products and sales as the focus of the traditional management mode to the customer resources. The level of customer relationship management is the core competence of enterprises, is the foundation of Enterprise Survival, an important resource for enterprise development. In the face of changing uninterruptedly about external circumstances and internal problems, HN Media Corporation has realized that good customer relationship is the essence of the enterprise competition as a small and micro enterprise. Enterprises need to improve customer satisfaction, by improving the customer relationship management system, in order to improve the competitiveness of enterprises in the industry. In this paper, it takes HN advertising agency as a study subject. Firstly, it introduces the research background and the related about the theory research achievements and research status of Customer Relationship Management at home and abroad in this paper, in order to exact the systematic and comprehensive literature review on customer relationship management. Secondly, it uses analytical tools to make a comprehensive analysis of the industry and the company itself to make a comprehensive analysis, in order to provide support for the company’s in-depth study on Customer Relationship Management’s Status Issues. Then, it introduces the actual operating Abstract IV Situation of HN advertising agency and use a questionnaire survey of 400 corporate clients served by HN advertising agency. It statistically analyzes data on customer satisfaction, customer loyalty, customer behavior and more. It is found that there are some problems in customer relationship management, such as inaccurate collection of customer information, lack of planning of customer information reserve, low level of customer relationship management, lack of systematization of CRM, lack of insufficient customer segmentation, lack of insufficient importance of customer relationship management, unsuitable commission management system, lack of professional degree of relevant service staff, unreasonable organizational structure design, low efficiency of business process management, etc. Finally, put forward to build customer-centered corporate culture, set up customer relationship management system, optimize organizational structure, improve business process, adjust salary and commission system, strengthen staff training and plan management, customer differentiation, customer relationship maintenance into performance appraisal system, etc. At the same time, it ensures that the HN Advertising Agency's customer relationship management issues can be successfully implemented from the organizational structure, funds and technology, as well as the applicable performance appraisal incentive system. Through the research on Customer Relationship Management of HN Advertising Company, the paper hopes that solving the problem of customer relationship management, improving the level of comprehensive service, improving Customer satisfaction, and gaining customer loyalty. While promoting the company's business stability and development, it also enriches the case studies on Customer Relationship Management in the advertising industry as well as the entire advertising industry. It has certain theoretical and practical significance to provide especially useful Abstract V Reference and enlightenment to many advertising companies of the same phase and type. Key words: Customer relationship management; Customer satisfaction; Customer loyalty; Advertising Company 目录 VI 目录 摘要 ................................................................................................................... I Abstract ..........................................................................................................III 第一章绪论 .........................................................................................................1 1.1研究背景 ...............................................................................................1 1.2研究目的和研究意义 ...............................................................................2 1.2.1研究目的 ......................................................................................2 1.2.2研究意义 ......................................................................................3 1.3研究方法与研究内容 ...............................................................................4 1.3.1研究方法 ......................................................................................4 1.3.2研究内容 ......................................................................................4 1.4研究路线 ................................................................................................6 第二章 客户关系管理的相关理论综述 .................................................................6 2.1客户关系管理的基本概念 .......................................................................6 2.2 客户关系管理的绩效测量 ......................................................................7 2.2.1 客户满意度 .................................................................................7 2.2.2客户忠诚度 ...................................................................................7 2.2.3客户行为 ......................................................................................7 2.2.4 客户细分 .....................................................................................8 2.3 客户关系管理的国内外研究现状 ............................................................8 2.3.1国外研究现状 ..............................................................................8 2.3.2国内研究现状 ...............................................