客户关系管理在管理咨询公司的应用摘要从传统的营销策略来看，企业主要围绕着经典的4P展开市场竞争。虽然4P的经典曾经风光无限，但随着市场的全球化进程以及当今不断变化的国际环境，加上产品和服务的同质化，4P在21世纪的潜力很难实现企业持续竞争优势。从市场结构来看，“卖方市场”正在转向“买方市场”，这场革命对于产品终端的消费者来说，消费者不再被动地接受产品购买，转而开始关注产品的内涵理解和价值体现；对于企业来说，了解客户需求和做好客户服务工作成为企业的中心活动。美国营销学者提出的“4C”营销理念闪亮登场，刚好赶上时代的步伐，针对4C，客户关系管理在当今开始大放异彩。为了探讨CRM在中小企业应用的现实意义，通过分析当前东方博士管理咨询公司在客户关系管理中存在的症结，了解在东方博士实施CRM的意义后，重点在探讨东方博士咨询公司改进客户关系管理的实施步骤，分别从战略、流程、组织、实施顺序等方面掌握CRM的操作，最后涉及到工作中实施的效益，希望能够促进东方博士有效执行CRM，不断提升利润。关键词：顾客感知价值,交互式管理,顾客体验优化,差异化营销AbstractInretrospect,asviewingfromthetraditionalmarketingtechnology,enterprisesusuallycontendedinthemarketingcompetitionprimarilybyusingclassical4P,andofcoursewhichevergainedamainroleinthatscenario.However,the4Pbegandifficulttofulfillthefiercecompetitionwithglobalizationadvancementandtremendousdiversificationofmodernmarketenvironmentinadditionthehomogeneityoftheproductandserviceinthisnew21’stcentury.Withthedevelopmentofhightechnology,thetraditional“vendormarket”isnowtransferringtothe“buyermarket”,consumerbegantocareabouttheconnotationofhis/herpurchaseorvalue,nolongersatisfiedatthepassivepurchasing.Asforenterprise,thecompanyshouldknowwellaboutthecustomer’sneedandhowtoservicebyre-engineeringthebusinessprocess.Inordertokeeppacetotheprogress,theconceptofanewmarketingtheoryaroused,thatis4C,andthesignificanceofcustomerrelationshipmanagementforthat4Ccanbeunderstoodeasily.Forthereasonthatthepracticalsignificanceduringthemid-andsmall-scaleenterprises,ThroughouttotallyanalyzethemainproblemofcustomerrelationshipintheTimesBrightChinaDongFangBoShiconsultingcompany,wefocusontheCRMinitiativesafterknowingtheadvantagesofCRMimplementation,whichfromstrategies,process,organization,theinitiativesorderetc.FinallywetargettheCRMinitiativestotherealitycampaignsandbusinessperformance,hopetoBoShicanexecuteCRMeffectivelyandefficiently,promoteandobtainmoreprofit.Keywords:customerperceivedvalue,customerexperienceoptimizationcustomerinteractionmanagement,differentialmarketing目录摘要.............................................................IAbstract........................................................II一、客户关系管理引领营销变革....................................1（一）客户关系管理步入营销潮流..................................1（二）东方博士的客户管理变革....................................2二、东方博士客户管理现状分析.....................................3（一）影响客户关系管理发展的因素................................3（二）东方博士客户管理存在的问题................................6三、东方博士实施客户关系管理的意义...............................7（一）有序运作业务，清晰工作职责................................7（二）凝聚知识资源，加强组织合作................................8（三）提高工作效率，激发工作激情................................8（四）增强客户回报，加速利润提升................................8四、东方博士客户关系管理实施的建议...............................8（一）设计CRM整体...
