摘要
客户是对企业产品和服务有特定需求的群体,它是企业经营活动得以维持的
根本保证。如何在现行市场环境中合理丌发客户,建立长久合作关系,是下一步
各货运代理企业需重点研究的事情。谁拥有了大量的优质客户资源,谁就拥有了
不可复制的核心竞争力和资本。如何在竞争激烈、市场萎缩的货运代理欧亿·体育（中国）有限公司中占
有一席之地,该采取何种策略进行客户开发,避免走上价格战挤压利润方式的老
路,满足客户需求,留住老客户,开发新客户,在激烈的竞争中占有更大的市场
份额呢
本文以A国际货运代理公司为例,以客户开发理论、客户生命周期理论和客
户关系管理理论为基础,从货运代理企业客户幵发的必要性和特殊性出发,阐述
货运代理企业客户开发的合理步骤。通过对A公司的概况以及内部数据进行分析
得出A公司的业务类型以及主要客户构成;根据迈克尔波特的竞争力模型理论
对A公司的竞争者进行分析。最后对A公司不同类别的客户进行需求分析,提出
更有利于A公司发展的客户丌发策略,旨在推动货运企业利用自身服务优势和手
段创新來增加客户开发的成功几率,向着建立良性的客户关系、提高企业核心竞
争力的可持续发展模式迈进。

关键词:货运代理;客户开发策略;客户需求;客户关系
ABSTRACT
Customer is the groups of people with specific needs of enterprise products and
services, it is the fundamental guarantee for business activities is maintained. How to
develop customers in the current market environment and establish long-term
partnerships is the next step for the freight forwarder need to focus on. Who has a large
number of high-quality customer resources, who will have the core competitiveness and
capital can not be copied. How to place in the highly competitive and shrinking market
in the freight forwarding industry, the taken strategy for customer development, to
avoid embarked on the old path of the price wars squeeze profits way to meet the needs
of customers, retain old customers and develop new customers in the fierce competition
to occupy a larger market share
This paper is based on customer development theory, customer life cycle theory
and the theory of customer relationship management surrounding A international freight
forwarder, from the freight forwarder customer development necessity and customer
development particularity, expatiate on the freight forwarding business customers to
develop reasonable steps. By studying the A Corporation's situation and internal data
analysis, the A Corporation's business types and the main customers is carried out. The
paper analyze A Corporation's competitor according to the Michael Porter's Five Forces
Model. It analyses on customer demand analysis, put forward more conducive to the
development of A corporation clients development strategy, aims to promote freight
companies use their own advantages and services means innovation to increase
customer development success probability, to establish the benign customer
relationships, enhance the core competitiveness of enterprises sustainable development
forward.
Key Words: Freight Forwarder; Customer Development Strategy; The Needs of
Customers ; Customer Relationships