B2B數智化行銷體系構建研究—以A公司為例

Abstract

隨著製造業數位化轉型不斷深入，中小B2B製造企業在客戶獲取、銷售協同以及客戶關係管理等方面面臨越來越大的挑戰。傳統依賴銷售人員經驗驅動的行銷模式，容易出現客戶資訊分散、銷售流程不規範以及行銷效率不穩定等問題。如何利用數位化與智慧化手段提升行銷效率，已成為成長型製造企業的重要課題。 本文以A公司為研究物件，結合客戶關係管理（CRM）理論與人工智慧賦能行銷相關研究，對中小B2B製造企業數智化行銷體系構建進行研究。論文通過文獻綜述、案例分析與類比資料分析，對A公司當前行銷模式存在的問題進行梳理，包括客戶資料分散、銷售經驗依賴度高、流程協同不足以及客戶需求識別效率較低等問題。 在此基礎上，本文提出融合CRM、流程管理與知識沉澱的數智化行銷體系，並結合AI輔助客戶分析、客戶需求識別以及銷售流程優化等機制，對企業行銷體系優化路徑進行研究。同時，從客戶管理效率、銷售協同能力以及行銷流程標準化等方面，對體系實施後的預期效果進行分析。 研究認為，CRM與人工智慧技術融合，有助於推動企業行銷模式由經驗驅動向資料驅動轉型，提高客戶管理效率與行銷穩定性。本文從中小B2B製造企業實際業務場景出發，對數智化行銷體系構建進行了探索，為成長型製造企業行銷升級提供了一定實踐參考。

With the continuous advancement of digital transformation in manufacturing industries, small and medium-sized B2B manufacturing enterprises are facing increasing challenges in customer acquisition, sales coordination, and customer relationship management. Traditional experience-driven marketing models often result in fragmented customer data, non-standardized sales processes, and unstable marketing performance. Improving marketing efficiency through digital and intelligent technologies has become an important issue for growth-oriented manufacturing enterprises. This study takes Company A as a case and explores the construction of an intelligent B2B marketing system based on Customer Relationship Management (CRM) and Artificial Intelligence (AI). Through literature review, case analysis, and simulated data analysis, the study examines the current marketing problems of the company, including fragmented customer information, excessive dependence on sales experience, weak process coordination, and insufficient customer demand identification capability. Based on these issues, this study proposes an integrated intelligent marketing framework combining CRM, process management, and knowledge management. The research further discusses the application of AI in customer analysis, demand identification, and sales process optimization, and evaluates the expected effects of the system from the perspectives of customer management efficiency, sales coordination capability, and marketing process standardization. The study finds that the integration of CRM and AI can facilitate the transformation of enterprise marketing from experience-driven operations to data-driven management, thereby improving marketing efficiency and organizational stability. This study explores the construction of an intelligent marketing system for small and medium-sized B2B manufacturing enterprises and provides practical reference for enterprise marketing upgrading.