重庆理工大学
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日期：2022年 6月 6日
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日期：2022年 6月 6日
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摘要
摘要
伴随我国汽车保有量的增加，汽车营销及后市场行业间的竞争逐渐激烈，为顺应
发展需要，国内多数汽车经销商企业都实施了客户管理系统对客户进行综合管理。另
一方面，随着大数据浪潮席卷传统行业，将线下管理移植到线上平台成为企业管理、
系统升级的重要方向。W集团从 2012年成立至今，成功整合原公司汽贸板块的业务
并迅猛发展，但随着行业经销商间的恶性竞争，保有客户数量由百万级逐年降低至
60万，企业对高效的客户管理系统建设的需求非常迫切。本文拟基于此对 W集团搭
建客户管理数字化运营平台建设进行策略研究。
首先，通过对 W集团客户管理现状进行分析，从运营战略、管理规范、数据治
理、客户运营信息化支撑四个方面，总结企业客户运营现有问题并由此明确 W集团
数字化平台建设的发展方向和要求。另外，对 W集团客户管理的内外部环境进行分
析，向外探讨市场及政策背景对平台建设的支持，发现外部环境利好；向内进行平台
实施的问卷调研，结果显示员工对平台建设接受度较高，并普遍认为平台建设更有利
于企业发展。
再者，从技术、政策、财务角度对 W集团客户管理数字化运营平台建设进行可
行性分析，并对平台建设项目进行风险分析及预设规避措施。基于此，本文提出切实
可行的 W集团客户管理数字化运营平台建设方案，包括平台建设目标、原则，提出
详细的平台搭建框架及内容详述，并提出平台实施及推进计划，及对应的保障措施，
确保平台建设能够顺利落地。该平台能够帮助 W集团在客户管理领域实现数字化、
一体化改革，协助 W集团实现客户全生命周期的价值获取，希望能在不断变化的市
场竞争中帮助企业提升经营优势。
关键词：客户管理；数字化平台；调查问卷；平台搭建
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重庆理工大学硕士学位论文
Abstract
With the increase of automobile ownership in China, the competition between
automobile marketing and aftermarket industries has gradually intensified. In order to meet
the needs of development, most domestic automobile dealers have implemented customer
relationship management systems to comprehensively manage customers. On the other
hand, with the wave of big data sweeping traditional industries, transplanting offline
management to digital platforms has become an important direction for enterprise
management and system upgrades. Since its establishment in 2012, W Group has
successfully integrated the business of the original company's auto trade sector and
developed rapidly. However, with the vicious competition among dealers in the industry,
the number of retained customers has dropped from one million to 600,000 year by year.
The need for management system construction is very urgent. Based on this, this paper
intends to conduct countermeasure research on the construction of W Group's customer
management digital operation platform.
First of all, through the analysis of the current situation of W Group's customer
management, from the four aspects of operation strategy, management specification, data
governance, and customer operation informatization support, it summarizes the existing
problems of enterprise customer operation and thus clarifies the development of W Group's
current digital platform construction. directions and requirements. In addition, the internal
and external environment of W Group's customer management was analyzed, and the
support of the market and policy background for the platform construction was discussed
externally, and the external environment was found to be favorable; the questionnaire
survey of the platform implementation was conducted inward, and the results showed that
employees were more accepting of the platform construction. high, and generally believe
that platform construction is more conducive to enterprise development.
Furthermore, from the perspectives of technology, policy and finance, the feasibility
analysis of the construction of the digital operation platform for customer relationship
management of W Group is carried out, and the risk analysis and pre-set avoidance
measures are carried out for the platform construction project. Based on the above, this
paper proposes a feasible W customer relationship management digital operation platform
construction plan, including platform construction goals and principles, proposes a detailed
platform construction framework and content details, and proposes platform
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