A公司客户关系管理优化策略研究
A公司客户关系管理优化策略研究
摘要
近四十年，中国经历了高速发展，向全世界开放了国内的市场和资源，
国人在积极研发、努力奋斗的同时，也借力于国外的先进技术、投资资金
与优秀的企业管理方法，这一切深刻地影响了国内的工业化、市场化、国
际化进程，推动了国内制造业的大力发展。如今国内制造业已经走过野蛮
生长期，进入了激烈的市场竞争期，技术相对普及，产品同质化严重，产
能过剩加剧。如今更多的中国的企业走向海外，更多的海外优秀企业走进
中国，不论在国内还是国际市场，企业都是面临着与全球优秀企业的竞争，
除去了市场、地域、资源的保护优势，如今的企业竞争，更多的是创新业
务形式、优质技术能力、专业管理手段和客户管理模式的竞争。
本文的研究立足于工业材料制造型企业 A公司的真实案例，分析该公
司目前面临的竞争形势，站在销售管理的角度，分析企业客户关系管理中
存在的核心问题，从企业的创新、效率、价值三个方面，描述其表现、问
题和优化措施，从而提升企业的客户管理，提升企业的竞争力。
围绕客户关系管理这个中心，研究了客户价值分析、客户细分、客户
关系生命周期、价值共创等理论，参考客户关系管理、工业品营销、价值
共享等领域的相关文献，找到适合于 A公司目前企业状况的管理思路和工
具，结合工业材料的企业与客户特征，将前人的研究不足进行补充，提出
创新性的客户管理方法。
制造是发展的根基，客户是发展的活力，制造业企业中的客户关系管

A公司客户关系管理优化策略研究
理，是将两者联系起来的纽带，优化其管理，是促进经济发展的重要保障。
本文的研究，希望能在一定程度上丰富客户关系管理理论的运用，为工业
材料制造企业的客户关系管理提供借鉴。
关键词：客户关系管理，工业产品营销，价值共创，客户细分，客户价值

A公司客户关系管理优化策略研究
RESEARCH ON OPTIMIZATION STRATEGY OF CUSTOMER
RELATIONSHIP MANAGEMENT OF COMPANY A
ABSTRACT
In the past 40 years, China has experienced rapid development and opened its
domestic market and resources to the world. While actively developing and striving,
Chinese people also rely on foreign advanced technology, investment funds and
excellent enterprise management methods. All these have deeply affected the
process of domestic industrialization, marketization and internationalization and
promoted the vigorous development of domestic manufacturing industry. Nowadays,
the domestic manufacturing industry has gone through a period of savage growth
and entered a period of fierce market competition. The technology is relatively
popular, the product homogenization is serious, and the overcapacity is intensified.
Nowadays, more Chinese enterprises go over-seas and more excellent overseas
enterprises enter China. Whether in the domestic or international market, enterprises
are facing competition with global excellent enterprises. In addition to the protection
advantages of market, region and resources, today's enterprise competition is more
about innovative business forms, high-quality technical capabilities Competition
between professional management means and customer management mode.
Based on the real case of company A, an industrial material manufacturing
enterprise, this paper analyzes the current competitive situation faced by the
company, analyzes the core problems existing in enterprise customer relationship
management from the perspective of sales management, and describes its
performance, problems and optimization measures from the three aspects of
innovation, efficiency and value, so as to improve enterprise customer management,
Enhance the competitiveness of enterprises.
Focusing on the center of customer relationship management, this paper
studies the theories of customer value analysis, customer segmentation, customer
relationship life cycle and value co creation, refers to the relevant literature in the
fields of customer relationship management, industrial product marketing and value
。。。以下略