A Study On Customer Relationship Management In Graphite Electrode Industry

With the maturation of china's market economy and the economic globalization, enterprises are facing an era of intensified competition and petty margin .Customer Relationship ,as one of the most important assets of an enterprise, is the focus of future competition. The capability of an enterprise to attain, maintain valuable customers will decide the competitive advantages of the enterprise in the market, sometimes even its survival. A thorough research into the asset and maintenance of Customer Relationship is fundamental for an enterprise to achieve ideal CRM. This paper researches the B to B non-contract trade relationship in Graphite electrode product marketing and puts forward the lifecycle management of Customer Relationship, which configures five phases: investigation phase, forming phase, stabilizing phase, degenerating phase and stopping phase. Based on the integrated lifecycle theory of Customer Relationship, the author discusses in depth the two key issues of the maintenance of Customer Relationship,i.e. how to identify and maintain the valuable customers in B to B business. The paper researches the Customer Relationship assets through the lifecycle of Customer Relationship and proposes to use different marketing strategies in accordance with different stages of lifecycle so as to maximize the Customer Relationship assets. Through good management of Customer Relationship assets. enterprises can form the best customer structure, which help them to enhance the overall competitiveness. According to the marketing practices of Graphite electrode industry in China, the paper categorizes customers into four, which are Gold customers, Silver customers, Iron customers, Lead customers. At the same time, the paper brings forward the concept of giving up customers of low value and proposes the best model to optimize customer structure and maintain good customer relationship. Finally , the authors analyzes and proposes the CRM'S system of ShiJiaZhuang Carbon Co, LTD. In combination with my long work experiences, new marketing concepts both in China and internationally and with both quantitative and quantitative methods, the author of this paper analyzes the Customer Relationship asset and Customer Relationship Maintenance, especially proposes the CRM'S system of Graphite electrode industry. This paper is not only of referential value to marketing and management personnel of the same industry, but also of considerable value to the researchers of CRM.