摘要目前,通信技术服务欧亿·体育（中国）有限公司在不断创新,其市场也面临着越来越多的竞争,现代世界经济已逐步步入电子商务时代。现在那些以产品为目的,供不应求的卖方市场正逐步被看重客户和服务的买方市场所取代。因此企业要想获得竞争优势,其重要渠道就是成功的客户关系营销管理。本文提出了基于RFMD模型、K-Means算法和客户关系生命周期的客户关系营销管理框架。首先,对客户关系营销管理的相关理论进行了论述,如关系营销理论、整合营销理论、数据库营销理论和一对一营销理论等;其次,对通信技术服务欧亿·体育（中国）有限公司的客户关系营销管理进行了分析,得出其客户特征和营销管理方法及问题;第三,以JS公司为例,分析了其客户细分依据,营销管理方法及存在的问题,同时重点分析了如何利用JS公司的海量数据对客户群体进行细分,识别其特征、行为和需求,最后有针对性地推行不同的营销方案。关键词:JS公司;RFMD模型;K-Means算法;客户关系生命周期;客户关系营销管理;ABSTRACTWith the rapid development of communication technology services industry, themarket is meeting increasingly fierce competition, the modern world economy hasgradually entered e-commerce era. For those in production as the center, marketstrategy for the purpose of selling products by customer as the center, has graduallyreplaced by the marketing strategy for the purpose of service and customer. So thesuccess of customer relationship marketing management become a very importantchannel for the enterprises to achieve competitive advantage.This paper presents a customer relationship marketing management frameworkwhich based on the RFMD model, K-Means algorithm, and customer relationship lifecycle. First of all,the theory related to the customer relationship marketingmanagement is discussed in this paper,such as relationship marketing theory,integrated marketing theory,databases marketing theory and one-to-one marketingtheory and so on; Secondly the customer relationship marketing management ofcommunications services industry is analyzed,obtain a result of its customercharacteristics and marketing management methods and marketing problems;Thirdly,take JS company for example, analyzing the customer segmentation,marketing management methods and the existing problems. At the same time,analyzing how to utilize the mass data of the JS company subdividing customergroup, identifying their characteristics behavior and needs. Finally,targeting toimplement different marketing solutions.Key Words: JS company; RFMD model; K - Means algorithm; Customerrelationship life cycle; Customer relationship marketing management;