摘要：随着饮料行业的快速发展，行业内的竞争也日趋激烈，仅仅依靠产品来提升企业竞争力已不太可能，因此，企业把竞争的焦点转向了客户，客户已成为企业盈利的关键。饮料企业的目的不仅仅是销售量的增长，而是要在找到新客户后，为他们提供良好的服务，留住这些老客户，并利用口碑效应，获得更多新客户，为企业带来更多利润。现在很多企业已经认识到客户关系的重要性，逐渐形成了“以客户为中心”的理念。虽然，很多饮料企业已经运用了CRM软件来管理客户关系，但是最后的效果并不满意。
本文以华润怡宝公司为研究对象，采用访谈法、案例研究法等研究方法对华润怡宝公司的营销环境及客户关系管理现状进行分析，指出华润怡宝公司实施CRM的必要性，并且找出该企业在实施CRM过程中存在的问题，分析产生这些问题的原因。最后，基于客户生命周期理论，从动态的角度提出企业在每一个阶段应采取的策略，并且提出华润怡宝公司在实施CRM过程中应注意的问题。通过改进客户关系管理策略，旨在提升客户满意度和忠诚度，进而使企业在市场竞争中获得竞争优势。
关键词 客户关系管理；客户生命周期；饮料企业
Abstract：With the rapid development of the beverage industry, the industry is increasingly fierce competition, only rely on products to enhance the competitiveness of enterprises have been unlikely, therefore, the competitive focus to the customer, the customer has become the key to enterprise profitability. Beverage enterprises aim is not only to sales growth, but to find new customers, provide good service for them, keep the old customer, and the use of word-of-mouth effect, get more new customers, bring more profit for enterprises. Now many enterprises have recognized the importance of customer relationship, and gradually formed a "take the customer as the center" concept. Although, many beverage companies have made use of CRM software to manage the customer relationship, but the effect is not satisfactory. This paper takes Huarun Yibao company as the research object, studies the use of interviews, case study method of Huarun Yibao company's marketing environment and customer relationship management situation analysis, pointed out the necessity of implementing CRM Huarun Yibao, and find out the existing in the process of CRM implementation of the enterprises, analysis of the causes of these problems. Finally, based on the customer life cycle theory, and puts forward that the enterprise should adopt at every stage of the strategy from the dynamic angle, and puts forward Huarun Yibao companies should pay attention to in the process of CRM implementation problems. By improving customer relationship management strategy, aims to enhance customer satisfaction and loyalty, and enable the enterprise to obtain the competitive advantage in the market competition.
Keywords Customer relationship management Customer life cycle Beverage enterprises
随着科学技术的进步，市场竞争日益激烈，众多的企业感觉到客户已成为其盈利的关键。因为各个企业的产品越来越相似，而客户的需求却在不断变化。谁能把握客户多变的心理，满足其需求，谁就能在激烈的竞争中取得胜利。而在饮料行业也同样如此，面对客户的挑剔要求，各饮料企业不仅要在质量上战胜对手，更要从服务理念出发，一切以客户为中心，提升客户满意度和忠诚度。
CRM是重要的现代管理理念，在饮料企业中引入CRM对于解决客户问题有着重要的意义。而客户生命周期理论也在现代的很多行业中被用来解决不同阶段的客户关系问题。本文在客户关系管理的基础上，增加了客户生命周期理论，将两者结合起来解决饮料产业的客户关系问题，会给饮料企业带来更多利益。以华润怡宝公司为例，提出企业在实施客户关系管理过程中遇到的问题，提出在客户生命周期的不同阶段，分别采取哪些策略去维护好客户关系。通过这些策略的提出，旨在改善华润怡宝公司与客户之间的关系，进而在激烈的市场竞争中获得竞争优势。
但是，随着CRM的不断发展和客户生命周期理论的广泛应用，饮料行业在进行客户关系管理时要充分考虑自身的实际情况，不能盲目实施。但是，由于时间和能力的限制，以上对于客户关系管理的研究还有一些不足之处，本人将在日后的学习和工作中作进一步的研究。
