| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5页 |
| 摘要 | 第7-8页 |
| LIST OF ABBREVIATIONS | 第8-19页 |
| 1 Introduction | 第19-23页 |
| 1.1 Research Background | 第19-20页 |
| 1.2 Research Meaning and Purpose | 第20-21页 |
| 1.3 Research Methodology | 第21页 |
| 1.4 Research Framework | 第21-23页 |
| 2 Literature Review | 第23-35页 |
| 2.1 Theories on the Customer Relationship Management | 第23-30页 |
| 2.1.1 Literature review of the theories on the CRM combined with domestic and overseas | 第23-28页 |
| 2.1.2 Significance of the CRM to Enterprises | 第28-30页 |
| 2.2 Researches on the Enterprise Marketing of Industrial Products | 第30-33页 |
| 2.2.1 Related concepts | 第30页 |
| 2.2.2 Featured of the Enterprise marketing of industrial products | 第30-32页 |
| 2.2.3 Value analysis of CRM in the industrial product Enterprises | 第32-33页 |
| 2.3 Analysis Tools | 第33-35页 |
| 1 Value Chain Analysis Method | 第33页 |
| 2 The Marketing Theory of 4Cs | 第33页 |
| 3 Michael Porter's Five Forces Model | 第33-35页 |
| 3 Case Description | 第35-48页 |
| 3.1 Industrial Features of NTR products | 第35-37页 |
| 3.1.1 Introduction to rubber industry | 第35-36页 |
| 3.1.2 Industrial features | 第36页 |
| 3.1.3 Industrial barriers | 第36-37页 |
| 3.2 Basic Information of S Company | 第37-42页 |
| 3.2.1 Introduction to S Company | 第37-38页 |
| 3.2.2 Organization Structure of S Company | 第38-39页 |
| 3.2.3 Mainly Involved Industrial Customer Group and Marketing Features | 第39-41页 |
| 3.2.4 Status of Corporate Culture | 第41-42页 |
| 3.3 Self-competitiveness status and evaluation of S Company | 第42-45页 |
| 3.4 CRM status of S Company | 第45-46页 |
| 3.5 Problems faced by S Company | 第46-48页 |
| 4 Case Analysis | 第48-61页 |
| 4.1 4C marketing analysis of S Company | 第48-49页 |
| 4.2 Competition situation analysis of S Company | 第49-52页 |
| 4.3 Value chain analysis of S Company on the basis of CRM | 第52-54页 |
| 4.4 Analysis of S Company's operating conditions | 第54-58页 |
| 4.4.1 Analysis of operating conditions | 第54-56页 |
| 4.4.2 Analysis of customer satisfaction | 第56-58页 |
| 4.5 Problems of S Company's CRM | 第58-61页 |
| 5 Strategy Research | 第61-73页 |
| 5.1 Design of Enterprise CRM operation mode | 第61-62页 |
| 5.2 Specific measure of S Company's CRM optimization | 第62-63页 |
| 5.3 Strategies of improving customer satisfaction and loyalty | 第63页 |
| 5.4 Relying on Internet + action and improving information technology | 第63-65页 |
| 5.5 Build a long-term mechanism of CRM | 第65-66页 |
| 5.6 Coordinated and interactive management of S company with the outside | 第66-67页 |
| 5.7 Safeguard measures of S Company's CRM improvement implementation | 第67-73页 |
| 5.7.1 Business process and marketing structure transformation | 第67-69页 |
| 5.7.2 Internal information communication process transformation | 第69-70页 |
| 5.7.3 Regulatory measures of CRM | 第70-71页 |
| 5.7.4 Effective integration of corporate culture and management philosophy ofCRM | 第71-73页 |
| 6 Conclusion | 第73-76页 |
| REFERENCE | 第76-78页 |
| 附录 | 第78页 |
