摘要
在互联网信息时代，客户资源成为企业最重要的资源之一，欧美等发达国
家和我国国内很多企业，已经把建设客户关系管理（CRM）等同到提高企业核心
竞争力的战略高度。城市燃气经营企业，拥有相对稳定和庞大的客户资源，包
括工商业、政企团体、居民、车用等客户。用互联网思维对客户关系进行管
理，对于城市燃气经营企业实现精准营销、安全管理、服务提升、满意度调
查、流程优化、绩效评估以及战略调整都有着非常重要的决策参考意义。
本文在阅读了大量客户关系管理文献后，使用综合分析法和案例研究法，结
合当前互联网思维，以宁波燃气公司为例，分析了燃气公司客户关系管理存在
的问题、发展方向及基于互联网思维的客户关系管理在燃气公司的内涵。最
后，文章提出了以下两方面的解决方案：
1、互联网思维下燃气公司客户关系管理的实施要求。从分析宁波燃气公司
的客户关系管理现状，到提出新系统的要求和结构，以及互联网云服务下的客
户关系管理模式，为燃气公司在客户维护、产品营销、数据管理等工作提供各
种可能。
2、互联网思维下客户关系管理在燃气欧亿·体育（中国）有限公司的实施重点。燃气公司结合自身
欧亿·体育（中国）有限公司特点，如何利用客户思维、大数据思维、社会化思维等，实现品牌增值、
对客户进行细分管理以及实现客户价值。
虽然燃气欧亿·体育（中国）有限公司与其它公用欧亿·体育（中国）有限公司相比，客户关系管理起步较晚，但由于近年来
燃气市场供需发生较大变化，以及客户的多样化和客户对公共产品服务的要求
趋高，燃气公司迫切需要建立一套基于互联网思维的客户关系管理系统，以提
升管理效率、助力市场开发、提高盈利能力。本文的研究为欧亿·体育（中国）有限公司内的燃气公司
客户关系管理提供实用方案，也为能源公用事业在互联网上的应用提供良好的
参考。
关键词：互联网思维， 客户关系管理， 燃气， 实施策略II
Research on the implementation strategy of customer
relationship management based on Internet thinking in
Ningbo Gas Co., Ltd.
Abstract
In the era of Internet information, the customer has been the most important
resource of the enterprise, and more and more enterprises, especially the ones in
European and America, have regarded the Customer Relationship Management (CRM)
as the key point to improve the enterprise core competitive power. The city gas
enterprises own a large and stable customer resource, including industry and
commerce, government and enterprise, inhabitants and the vehicle users. The
effective management of the customer resource through the CRM based on the
internet thinking will have the very important reference meaning for the gas
enterprise in the decision making to fulfill the accurate marketing, safety
management, service improvement, satisfaction survey, process optimization,
performance evaluation and strategy adjustment.
After reading a large number of documents on CRM, the author of this article
made the use of comprehensive analysis and case studies. Then, the author connected
the current internet thinking with the example of Ningbo Gas Co., Ltd, analyzed the
existing problems, development direction and the connotation of customer
relationship management based on Internet thinking in the Gas Co. Last, the author
provided the solution schemes from the followed two sides
1. The implementation requirement of the gas enterprise CRM with the internet
thinking. Through the current situation analysis of the gas enterprise’s CRM and
Internet thinking perspective, this article provided the new CRM system design
targets, modules, framework and CRM mode based on the internet cloud in which the
gas enterprise can fulfill customer maintenance, product direct sales and data
management.
2. The implementation emphases of the CRM with the new thinking in the gas
enterprise. The gas enterprise should know how to fulfill the individual management
and value for the customers according to the industry characteristic. use customerIII
thinking, big data thinking, social thinking, etc., to achieve brand value, customer
segmentation management and customer value.
Though the CRM in the gas industry is just bloomed recently, the gas enterprise
is urgent to build up a set of CRM based on the internet thinking to improve the
management efficiency, develop the marketing and improve the profitability due to
the supply and demand’s big change, customer diversification and high customer
request on the public product service. The research of this article can provide the
implementation scheme for the CRM of the gas enterprise and as well the good
reference for the application on the internet of the public energy enterprises.
Key Words：Internet thinking， CRM， gas enterprise，
implementation strategyIV
目 录
1 绪论 ......................................................................................................... 1
1.1 研究背景及意义 ............................................................................. 1
1.1.1 研究背景................................................................................ 1
1.1.2 研究意义................................................................................ 2
1.2 研究思路和研究方法 ...................................................................... 3
1.2.1 研究思路................................................................................ 3
1.2.2 主要研究方法 ........................................................................ 3
1.3 国内外的文献综述 ......................................................................... 4
1.3.1 国外的相关研究 .................................................................... 4
1.3.2 国内的相关研究 .................................................................... 5
1.4 文章的创新点 ................................................................................. 6
2 相关概念和理论 ...................................................................................... 8
2.1 互联网思维 ..................................................................................... 8
2.1.1 互联网思维的概念 ................................................................. 8
2.1.2 互联网思维的九大方面 ......................................................... 8
2.2 客户关系管理 ............................................................................... 10
2.2.1 客户关系管理的含义 ........................................................... 10
2.2.2 一对一营销理论 .................................................................. 11
2.2.3 数据库营销 .......................................................................... 12
2.2.4 客户的识别 .......................................................................... 13
2.2.5 客户价值管理 ...................................................................... 14
2.2.6 数据管理.............................................................................. 16
2.2.7 客户关系管理系统的结构 ................................................... 16
2.3 本章小结 ...................................................................................... 17
3 宁波燃气公司客户关系管理现状和方向 ............................................... 18
3.1 宁波燃气公司客户关系管理现状 ................................................. 18
3.2 互联网思维下燃气公司客户关系管理需要解决的问题 ............... 19V
3.3 燃气公司客户关系管理的发展方向 ............................................. 21
3.3.1 可访问性数据库 .................................................................. 21
3.3.2 大数据分析和应用 ............................................................... 21
3.3.3 动态细分.............................................................................. 21
3.3.4 低成本高精度的营销 ........................................................... 22
3.3.5 深度服务.............................................................................. 22
3.4 互联网思维在燃气公司客户关系管理的内涵 .............................. 23
3.5 本章小结 ...................................................................................... 23
4 互联网思维下宁波燃气公司客户关系管理的实施要求 ........................ 24
4.1 互联网思维对宁波燃气公司客户关系管理系统