在“大市场营销”背景下,客户已成为现代企业最重要的社会资本之一,并成为全球各大企业竞争的焦点。如何创造客户、拥有客户、留住客户、发展客户已成为当今企业市场营销的核心。本文主要研究客户关系管理下,如何进行营销策略的创新,从当前市场层面上讲述客户关系管理的重要性,以及讲述针对客户关系管理而产生的营销手段的研究成果。 In the context of “big marketing,” customers have become one of the most important social capitals in modern businesses and have become the focus of competition for major corporations around the world. How to create customers, own customers, retain customers and develop customers has become the core of today’s enterprise marketing. This paper mainly studies how to innovate the marketing strategy under the customer relationship management, tells the importance of customer relationship management from the current market level, and describes the research results of the marketing methods for customer relationship management.