摘要:T公司是一家生产电力设备的厂家，公司常年以来依赖于供电部门生存。随着电力体制改革的深入，供电企业在移交了电力行政管理职能后，就变成了纯粹的市场竞争的主体。而T公司也随之必然地走向了竞争市场。客户是企业生存和发展的基石，是企业的源泉，企业如何识别客户盈利价值的差异性，进而采取有效的管理，以追求收益的最大化，是在竞争中立于不败之地的关键所在。
本文共分五章来研究T公司基于客户细分的客户管理体系。在第一章绪论部分主要介绍T公司的基本情况和撰写本文的意义；在第二章中重点介绍T公司的产品和客户；第三章是笔者研究的重点，主要包括客户细分标准的设计、各细分客户的介绍等；第四章是笔者研究的另一个重点所在，主要研究各类客户的管理模式、执行途径及各类客户之间的整合管理和协调。第五章是本文基于上述研究所下的结论。
客户的分类管理，使得企业能在客户细分的基础上，对客户实行有针对性地管理，从而可以达到全面观察其客户资源，实现获得潜在客户、保留现有客户和提高客户忠诚度和满意度的目标。通过充分利用产品销售和客户信息进行分析处理，可以全面洞察市场在过去、现在和将来的变化趋势，并识别在市场竞争中最有价值的客户群，从而使得企业领导者能够及时和准确地做出决策。所以笔者选择客户细分作为切入点，针对T公司的实际，研究一套基于客户细分的客户管理体系。希望这一客户管理体系的研究能为T公司的管理工作起到有利的参考价值，并能为T公司更广阔的发展前景起到添砖加瓦的作用。
关键词 客户、客户细分、客户关系管理、客户管理、客户管理体系
Abstract:T company is a manufacturer specialized in Electric Power equipments and relies on the power supply department for long time. With the further reform of the power system, power supply corporations have become the main body of the pure market competition after being removed the function of administration management. Thus T company consequentially made for the competition market. Customer is the footstone of a corporation, for its survival and development, and is the headspring of a corporation. The key to remain outstanding in the competition is to identify the difference of the value of the customer payoff and taking effective management to pursue the maximum of income.
The article divided into five chapters to research the Marketing Management System based on customer subdivision of T company. In the first chapter(exordium), it mainly introduced the general description of T company and the sense of writing. In the second chapter mainly introduced the production and customer of the T company. The third chapter was the emphases of the research. It mostly consisted of the design of the customer subdivision standard and the introduction of the subdivided customer. The fourth chapter was the other emphases of the research. It mainly researched the management system of each kind customer, the implement approach and the harmony of each customer management. The fifth chapter was the conclusion based on the above-mentioned research.
The management based on customer segmentation had made the corporation available to observe the customer resources on whole perspective, to achieve the target to acquire the potential customers, remain the existing customers and enhance the loyalty and satisfaction of the customers. By fully analyzing and processing the information for product sales and customers, it will be visible to apperceive the changing tendency for the marketing in the past, nowadays and in the future, and to recognize the most valuable customer group in the market competition as well, thus to enable the management team of the corporation to make the prompt and accurate decision. Therefore, the author chose the customer segmentation as a cut-in point, and made a research for marketing management system based on customer segmentation specially for the actual situation of T company. Hope the research for the marketing management system can be something useful for the management work and more helpful for the bright future of T company.
Keywords customer、customer segmentation 、Customer Management、Customer Management System
