--I 摘要 随着市场竞争日益加剧，煤炭企业亟待改变传统的营销理念，充分认识到客户 资源的重要性。通过信息化手段充分掌握市场发展变化，加强 企业客户关系管理， 提升煤炭销售管理水平，企业才能获得可持续发展的动力源泉。作为我国一家大型 的煤炭企业，中煤秦皇岛公司只有重视客户关系管理，使产品和服务满足 客户需求， 才能不断提高客户满意度和忠诚度，提升市场份额。 本文以客户关系管理理论为指导，对中煤秦皇岛公司的的生产经营、组织结构 等内部环境进行了深入分析。通过 深入研探索中煤秦皇岛公司在客户关系管理中存 在的问题，提出具有针对性、可实施的优化方案并制定方案的保障措施。研究可知， 客户关系管理对企业提高市场竞争力和增加 利润有重要意义，中煤秦皇岛公司要从 客户细分、建立大客户营销机制、完善客户评价指标的评价体系和实施客户关系管 理信息系统建设四个方面加强客户关系建设。 本文将客 户关系管理的相关理论运用到企业实践中，进一步丰富了煤炭企业的 客户关系管理研究，对提升客户满意度、提高企业竞争力有一定的应用价值。 关键词：煤炭；客户关系管理 ；中煤秦皇岛公司 燕山大学工商管理硕士学位论文 --II Abstract Withtheincreasinglyfiercemarketcompetition,coalenterprisesneedtochangethe traditionalmarketingconcept,fullyawareoftheimportanceofcustomer resources.Throughinformationmeanstofullygraspthemarketdevelopmentandchange, strengthenenterprisecustomerrelationshipmanagement,improvethelevelofcoalsales management,enterprisescanobtainthepowersourceofsustainabledevelopment.Asa largecoalenterpriseinChina,ChinacoalQinhuangdaocompanyhastopayattentionto customerrelationshipmanagement,makeproductsandservicesmeetcustomerneeds,in ordertocontinuouslyimprovecustomersatisfactionandloyalty,improvemarketshare. Guidedbythetheoryofcustomerrelationshipmanagement,thispapermakesan in- depthanalysisoftheinternalenvironmentofQinhuangdaocoalcompany,suchas productionandoperation,organizationalstructure,etc.Throughin-depthresearchand explorationoftheproblemsexistingincustomerrelationshipmanagementofChinacoal Qinhuangdaocompany,putforwardtargetedandimplementableoptimizationplanand developtheguaranteemeasuresoftheplan.Thestudyshowsthatcustomerrelationship managementisofgreatsignificanceforenterprisestoimprovemarketcompetitiveness andincreaseprofits.ChinacoalQinhuangdaocompanyshouldstrengthencustomer relationshipconstructionfromfouraspects:customersegmentation,establishmentofkey accountmarketingmechanism,improvementofcustomerevaluationindexevaluation systemandimplementationofcustomerrelationshipmanagementinformationsystem construction. Thispaperappliestherelevanttheoriesofcustomerrelationshipmanagementinto enterprisepractice,furtherenrichesthecustomerrelationshipmanagementresearchof coalenterprises,andhascertainapplicationvaluetoimprovecustomersatisfactionand enterprisecompetitiveness. Keywords:coal;Customerrelationshipmanagement;ChinacoalQinhuangdaocompany 目录 --III 目录 摘 要......................................................................................................................................I Abstract.................................................................................................................................II 第1章绪 论.......................................................................................................................1 1.1研究背景及研究意 义...............................................................................................1 1.1.1研究背 景.............................................................................................................1 1.1.2研究意 义.............................................................................................................2 1.2国内外研究现 状.......................................................................................................3 1.2.1国外研究现 状.....................................................................................................3 1.2.2国内研究现 状.....................................................................................................4 1.2.3国内外研究现状述 评.........................................................................................8 1.3研究内容和研究方 法...............................................................................................8 1.3.1研究内 容.............................................................................................................8 1.3.2研究方 法.............................................................................................................9 1.3.3技术路 线............................................................................................................10 第2章客户关系管理相关理论阐 述...............................................................................11 2.1客户关系管理的内 涵.............................................................................................11 2.1.1客户关系管理的概 念.......................................................................................11 2.1.2客户关系管理的内 涵.......................................................................................11 2.2客户关系管理的主要内 容.....................................................................................12 2.2.1客户识 别...........................................................................................................12 2.2.2客户关系的建 立...............................................................................................13 2.2.3客户维 持...........................................................................................................14 2.2.4客户流失和客户挽 留.......................................................................................14 2.3客户关系管理的实 施.............................................................................................15 2.3.1客户关系管理的实施意 义...............................................................................15 2.3.2客户关系管理实施的阶 段...............................................................................15 2.4客户关系管理评价指 标.........................................................................................16 2.4.1客户满意 度.......................................................................................................16 燕山大学工商管理硕士学位论文 --IV 2.4.2客户忠诚度 .......................................................................................................16 2.4.3客户满意度与客户忠诚度的关 系...................................................................17 2.5本章小 结.................................................................................................................18 第3章中煤秦皇岛公司客户关系管理现状分析 ...........................................................19 3.1中煤秦皇岛公司基本情 况.....................................................................................19 3.1.1中煤秦皇岛公司简介和战略发展目 标...........................................................19 3.1.2中煤秦皇岛公司组织结 构...............................................................................20 3.1.3中煤秦皇岛公司生产经营情 况.......................................................................21 3.2中煤秦皇岛公司客户关系管理现状分 析.............................................................24 3.2.1客户分类情 况...................................................................................................25 3.2.2客户开发和选择情 况.......................................................................................28 3.2.3客户维护情 况...................................................................................................29 3.3中煤秦皇岛公司客户关系管理存在的问 题.........................................................31 3.3.1缺乏对客户进行有效分 类...............................................................................31 3.3.2对大客户的重点关注不 足...............................................................................32 3.3.3未对客户关系评价指标建立评价体 系.