Research On Strategy Of Customer Relationship Management For Chengdu Hailang Industrial Ltd.

Now the competitions among the enterprises are not for market but for customers. Customers become the most important resource of the enterprises. It is a shortcut for an enterprise to keep the customers by emphasizing on the establishment of the long-term relationship with the customers while performing the customer relationship management is an effective way to achieve this goal. If the customer relationship management can be carried out and the customer-centered management mechanism can be established, the enterprises will face the transformation of organizational structure, operation process and culture. Anyhow, the change of people's mind plays the critical role to all implementation.In China, the output of the milk products has increased 7.7 times than that of 20 years before. The annual increasing rate is 11.6%. The output of fresh milk amounts to 10,820,000 tons, which has 34% increase compared to last year. It was in recent years that a lot of middle-size and small milk processing enterprises was hastened with the fast growth and big market needs.At present, the foreign capital is getting involved in the Chinese milk industry, which is experiencing unprecedented shock. Although the competitions with the foreign rivals seem not so severe, all the processing enterprises for milk are facing the same problems, which they own the same kinds of products and strategies. Strategy of the customer relationship management is imperative. This paper, take Chengdu Hailang LTD. As example and the economics theories, the management theories, makes a research of the operation of customer relationship management and its model; proposes the cultural transformation, the adjusting organizational structure and the relevant measures to the establishment of management mechanism of customer-centered strategy; expects a reference to the development of middle-size and small-size processing enterprises.