| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5-6页 |
| 摘要 | 第7-9页 |
| LIST OF ABBREVIATIONS | 第9-20页 |
| Chapter I Introduction | 第20-26页 |
| 1.1 Background | 第20-21页 |
| 1.2 Significance | 第21-24页 |
| 1.3 Research framework and research method | 第24-26页 |
| Chapter II Literature review on CRM | 第26-35页 |
| 2.1 Customer relation management | 第26-30页 |
| 2.1.1 Definition of CRM | 第26-28页 |
| 2.1.2 Evolution process of CRM | 第28-29页 |
| 2.1.3 Relationship between relationship marketing and CRM | 第29-30页 |
| 2.2 Relationship marketing | 第30-34页 |
| 2.2.1 Content of relationship marketing | 第30-31页 |
| 2.2.2 Market mode of relationship marketing | 第31-33页 |
| 2.2.3 Essence of relationship marketing | 第33-34页 |
| 2.3 Customer satisfaction and customer loyalty | 第34-35页 |
| Chapter III ZY Company Description | 第35-42页 |
| 3.1 Status quos of ZY Company | 第35-39页 |
| 3.1.1 Background of ZY Company | 第35-36页 |
| 3.1.2 Organizational structure of ZY Company | 第36-37页 |
| 3.1.3 Competitiveness analysis of ZY Company | 第37-39页 |
| 3.2 Sales performance analysis of ZY Company | 第39-42页 |
| 3.2.1 Sales performance | 第39-40页 |
| 3.2.2 Marketing characteristics of ZY Company | 第40-42页 |
| Chapter IV Existing problems and causes analysis of CRM of ZY Company | 第42-49页 |
| 4.1 Status quos of CRM of ZY Company | 第42-43页 |
| 4.1.1 Customer classification and characteristics of ZY Company | 第42页 |
| 4.1.2 Content of CRM of ZY Company | 第42-43页 |
| 4.2 Status quos of CRM system of ZY Company | 第43-44页 |
| 4.3 Status quos of customer satisfaction and customer loyalty | 第44-45页 |
| 4.3.1 Status quos of customer satisfaction | 第44-45页 |
| 4.3.2 Status quos of customer loyalty | 第45页 |
| 4.4 Causes analysis of problems in CRM of ZY Company | 第45-49页 |
| 4.4.1 The lack of customer-centric operation concept | 第45-46页 |
| 4.4.2 Loss of customer information | 第46页 |
| 4.4.3 The lack of market position and value management | 第46-47页 |
| 4.4.4 Low level of use of customer information resources | 第47页 |
| 4.4.5 Insufficient marketing awareness and service awareness | 第47页 |
| 4.4.6 Causes analysis of failed custom er relation and remedy of customer loss | 第47-49页 |
| Chapter V Plan design of CRM of ZY Company | 第49-61页 |
| 5.1 Set up CRM target marketing concept | 第49页 |
| 5.1.1 Change service attitude | 第49页 |
| 5.1.2 Set goal of CRM | 第49页 |
| 5.2 Establish customer relation | 第49-53页 |
| 5.2.1 Establish customer information database | 第50页 |
| 5.2.2 Establish standards of customer classification | 第50-51页 |
| 5.2.3 Classify and choose valued cusotmers | 第51-53页 |
| 5.3 Improve customer satisfaction and loyalty | 第53-55页 |
| 5.3.1 Improve customer satisfaction | 第54页 |
| 5.3.2 Improve customer loyalty | 第54-55页 |
| 5.4 Provide personalized service and establish customer quit management system | 第55-59页 |
| 5.4.1 Provide personalized service | 第55-56页 |
| 5.4.2 Causes analysis of failure of customer relation | 第56-58页 |
| 5.4.3 Work out remedial measures | 第58-59页 |
| 5.5 Establish CRM system | 第59-61页 |
| 5.5.1 Requirements on CRM system | 第59页 |
| 5.5.2 Constitution of CRM system | 第59-61页 |
| Chapter VI Guarantee on implementation of CRM plan | 第61-66页 |
| 6.1 Clear goal of CRM | 第61-62页 |
| 6.1.1 Set up goal of CRM | 第61页 |
| 6.1.2 Build customer-centric organizational culture | 第61-62页 |
| 6.2 Reengineer company structure and business process | 第62-63页 |
| 6.2.1 Reorganize company structure | 第62页 |
| 6.2.2 Reengineer business process | 第62-63页 |
| 6.3 Develop risk awareness and implement CRM system | 第63-64页 |
| 6.3.1 Develop risk awareness | 第63-64页 |
| 6.3.2 Design CRM implementation step by step | 第64页 |
| 6.4 Develop high quality sales team | 第64-66页 |
| 6.4.1 Recruitment of salespersons | 第64-65页 |
| 6.4.2 Training of salespersons | 第65页 |
| 6.4.3 Motivation of salespersons | 第65页 |
| 6.4.4 Appraisal of salespersons | 第65-66页 |
| CONCLUSION | 第66-68页 |
| REFERENCE | 第68-70页 |
