随着全球经济的迅速发展，包括国内纺织业在内的各行各业都实现了迅猛增长，然而，技术进步带来的过度供给，导致同质化竞争越来越严重，信息渠道和选择的多元化，使得买方市场渐渐替代了传统的卖方市场。传统的纺织企业面临着越来越多的发展困局，诸如客户忠诚度不断下降，客户不断流失，企业利润增长不稳定等。在该发展态势下，各纺织企业纷纷转变观念，把客户视为重要的战略资源，对客户资源进行有效管理和高效利用。H公司正处于转型升级的关键节点，学习先进的客户关系管理理念，找出优质客户，努力改善并延长优质客户的生命周期，对企业的可持续发展具有重要意义。

首先，对客户关系维护的相关理论进行了系统梳理，并对纺织行业以及H公司的经营现状和存在的问题进行了深入的研究与分析，发现H公司在客户信息管理、分级分类以及沟通维护方面存在诸多不足。接着，通过深度访谈的方法，并运用扎根理论识别出影响客户关系维护的关键因素是客户的感知价值和贡献价值。结合CLV模型和客户忠诚度理论，构建了基于客户价值与客户满意度的分类矩阵，并通过问卷调查和AHP层次分析法对客户满意度和客户价值进行了评估。根据分类矩阵，我们将客户划分为四个不同的群体，并对每个群体的特征进行了归纳总结。最终，我们从客户细分管理、提升客户满意度、制定忠诚计划这三个方面制定了客户关系维护策略。为了确保这些策略能够顺利执行，我们从文化、制度、人员和技术四个方面提出了相应的保障措施。

本文的研究表明，客户价值和客户满意度对客户关系维护具有重要影响，提升客户价值和客户满意度有利于H公司在激烈的市场竞争中引导客户关系的良性发展，达到企业和客户双赢的目的。同时，本文的研究也能为其他纺织行业中小企业提供一定的参考，以推动纺织供应链的整体发展。

With the rapid development of the global economy, various industries including the domestic textile industry have achieved rapid growth. However, technological advancements have led to over-supply, resulting in increasingly severe homogeneous competition. The diversification of information channels and choices has gradually replaced the traditional seller's market with a buyer's market. Traditional textile enterprises are facing more and more development dilemmas, such as continuously declining customer loyalty, continuous customer churn, and unstable corporate profit growth. Against this backdrop of development, textile enterprises are transforming their concepts, viewing customers as important strategic resources, and managing and utilizing customer resources effectively and efficiently. Company H is at a critical juncture of transformation and upgrading, learning advanced customer relationship management concepts, identifying high-quality customers, and striving to improve and extend the life cycle of high-quality customers, which is of significant importance to the sustainable development of the enterprise.

Firstly, a systematic review of the relevant theories of customer relationship maintenance was conducted, and an in-depth research and analysis of the current situation and existing problems of the textile industry and Company H's operations were carried out. It was found that Company H has many shortcomings in customer information management, grading and classification, and communication and maintenance. Next, through in-depth interviews and the use of grounded theory, the key factors affecting customer relationship maintenance were identified as customer perceived value and contribution value. Combining the CLV model and customer loyalty theory, a classification matrix based on customer value and customer satisfaction was constructed, and customer satisfaction and customer value were assessed through questionnaire surveys and the AHP analytic hierarchy process. According to the classification matrix, customers were divided into four different groups, and the characteristics of each group were summarized. Finally, customer relationship maintenance strategies were formulated from three aspects: customer segmentation management, improving customer satisfaction, and developing loyalty programs. To ensure the smooth implementation of these strategies, corresponding safeguard measures were proposed from four aspects: culture, system, personnel, and technology.

The research in this article shows that customer value and customer satisfaction have a significant impact on customer relationship maintenance. Enhancing customer value and customer satisfaction is beneficial for Company H to guide the positive development of customer relationships in the fierce market competition, achieving a win-win situation for both the enterprise and the customers. At the same time, the research in this article can also provide a reference for other small and medium-sized enterprises in the textile industry, to promote the overall development of the textile supply chain.

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