岳圣山天天一泉水业有限公司客户关系管理分析.pdf

岳圣山天天一泉水业有限公司客户关系管理分析 摘要： 饮用水行业近几年来发展迅猛，巨大的行业发展潜力也为各大饮用水企业 带来了发展的机会，与此同时也存在着诸多威胁，如产品同质化严重、行业整 体利润低、客户忠诚度较低等。在如今竞争十分激烈的市场环境之下，技术与 信息的传递也越来越快，因此客户在购买一些产品与服务时便有了更多选择的 余地。但是对一个企业来说发展一个新客户的投入要远高于保留一个老客户的 投入。所以，客户关系管理作为提升企业竞争力的一种有效手段，被应用得较 为广泛，现代饮用水公司应当在提升客户的满意度和忠诚度的角度上，应用科 技的方法去分析客户对于桶装水的需求，不断地为客户去提供具有差异化的产 品与服务，提升公司客户关系管理的水平。 关键词：岳圣山天天一泉、客户关系管理、客户忠诚度 Customer relationship management of yueshengshan tiantianyi spring water industry Abstract：The drinking water industry has developed rapidly in recent years, and the great potential for the development of the industry has also brought development opportunities for all large drinking water enterprises. At the same time, there are many threats, such as serious homogeneity of products, low profits of the whole industry and low customer loyalty. In todays highly competitive market environment, the transmission of technology and information is getting faster and faster, so customers have more choices when buying some products and services. But for an enterprise, the investment to develop a new customer is much higher than that of retaining an old customer. Therefore, as an effective means to improve the competitiveness of enterprises, customer relationship management is widely used. Modern potable water companies should use the method of science and technology to analyze the customers demand for barreled water in the perspective of improving customer satisfaction and loyalty, and continue to provide different products and suits for customers. In order to improve the level of customer relationship management. Key Words：Yueshengshan tiantianyiquan, customer relationship management, customer loyalty 1 绪论 1.1 研究背景 通过在天天一泉水业有限公司的话务员岗位实习，我深刻体会到桶装水作 为一个服务行业，在产品品质优良的前