近年来，居民收入水平的攀升带来了乳品消费量的猛增，乳业作为食品产业的一个重要细分行业，其产品尤其是液态奶的发展更是引人注目。随着市场的扩大，各乳品企业穷尽各种销售手段争夺目标客户，加之近五年来层出不穷的乳业负面事件，如“三聚氰胺”、“奶源国标低于国际通行标准”、“黄曲霉素污染”等，使得消费者信心丧失，导致消费力有所减弱，更是加剧了乳品行业内的竞争程度，“以客户为中心” 的营销理念也因此更受重视。 本文运用客户关系管理的管理模式，针对WG公司直销体系存在的问题提出优化方案。具体来说，文章首先从客户关系管理理论入手，详细阐述客户关系管理的概念内涵，解读其主要内容和实施作用；其次，利用4P分析描述WG公司现状和直销体系经营流程，分析了直销体系中存在的问题及其成因，发现了客户在WG公司直销体系中的重要作用和地位以及该企业近年来由于客户管理缺位造成的市场发展瓶颈，从而凸显导入现代化客户关系管理的企业方迫切需求；最后，针对直销体系中存在的客户获取、客户保持以及客户满意度的问题，提出了具体的解决方案和实施策略。 研究认为WG公司的直销体系需要建立一个完善的客户关系管理数据库，详尽了解客户的动态信息，并对其进行分类与定位，实现差异化的管理以满足客户的个性化需求。此外，只有当销售数据和销售指标相结合，并且将客户关系的管理纳入销售人员的绩效考核中去，来检验客户关系管理的实际执行情况，这样才能真正体现客户关系管理给企业带来的益处。同时结合WG公司的优势，在客户关系管理方面与客户建立战略合作伙伴的关系，才能维护客户的忠诚度，与客户建立长期的稳定的关系，使企业能够持续稳定地发展。 本文通过对WG公司直销体系客户关系管理应用的研究，以期让WG公司客户关系管理得到改善和提升，从而优化老客户关系，建立新客户关系，打造WG公司在乳品行业的核心竞争力。

In recent years, rising income level has brought a surge of dairy consumption, the dairy industry as an important industry segments of the food industry, its products, in particular the development of liquid milk most striking. As the market expands, the dairy industry exhaustive marketing tool to compete for target customers, coupled with the endless stream of Dairy negative events in the past five years, such as melamine, milk GB below internationally accepted standards "," aflatoxin contamination "and so on, making the loss of consumer confidence, spending power has been weakened, is exacerbated by the degree of competition in the dairy industry," customer-centric "marketing concept and therefore more attention. In this paper, we use the mode of management of customer relationship management (CRM) and provide solutions for the existing problems of the WG direct sales system. Specifically, the article first start from the theory of customer relationship management, elaborated on the connotation of the concept of customer relationship management, interpretation of its main content and implementation role; Second, the use of the 4P analysis to describe the WG status quo and direct sales system business processes, analysis of the direct sales system problems and their causes, found customers in the important role of WG direct sales system and status of the bottleneck in the development of the enterprise market in recent years due to the absence of customer management, which highlights the urgent needs of the business side into modern customer relationship management; Finally, for customers in the direct sales system acquisition, customer retention and customer satisfaction, put forward specific solutions and implementation strategies. The study suggests that the WG's direct sales system need to establish a comprehensive customer relationship management database, a detailed understanding of the dynamic information of customers, and its classification and positioning, differentiated management to meet the customer's individual requirements. In addition, the combination only when the sales data and sales targets, and customer relationship management into the performance appraisal of the sales staff to verify the actual implementation of customer relationship management, customer relationship management benefits to the enterprise in order to truly reflect the . Combined with the company's strengths,WG strategic partner relationship with our customers in terms of customer relationship management, in order to maintain customer loyalty with customers to establish long-term stable relationship, so that enterprises can be sustained and stable development. Through the direct sales system of WG customer relationship management applications, in order to allow WG improve and enhance customer relationship management in order to optimize the old customer relationships, build new customer relationships and build the core competitiveness of the WG in the dairy industry.