| The operators of auto dealers are often puzzled by "success in marketing, failure in management ". Management is the shortest plank in "wooden barrel ". We can say that solving the problem of management becomes the core" singing and action". CRM excavates function in value; increases benefit of enterprises, and improve the competition of enterprises. In addition, CRM is an effective tool to realize customer value maximizes, and maintain value of all one's life: CRM highly integrates many kinds of exchanges channel through adopting the advanced information technology, and make enterprise's customer realize the instant, unobstructed exchange and communicate with the enterprise.CRM can highly combine customer's information resources with the resources of customer services of enterprise, and realize resource-sharing and utilize effectively.Successful CRM can obviously increase the income of enterprise sales, profit, and reduce the sales cost.In the fierce market competition nowadays, establishing and maintaining the good and steady relation with the customer, the enterprise can just place itself in the rival's forest. CRM idea is approved by more and more auto dealers gradually, but enterprises have met a lot of setbacks in the course of implement. According to a statistics, 66 per cent of the CRM projects have not reached the anticipated result. The main reasons lie in:Enterprise it has bitter to be right away eager to introduce the system into to perfect exercises to benefit the internal organs. The period of enterprise's development is unsuitable. The software company lacks experience, and the software developed is unripe. The fund and energy invested by enterprises are limited. Enterprises can not communicate overly with the software company.Reading domestic and international relevant documents conscientiously and practicing in southeast automobile sale Co., Ltd. of Jilin, I have carried on the theory, positive research in this thesis to the mode of successful construction CRM for the auto dealers.This view of the thesis is: the auto dealers should adopt "integrated mode ", and use the thought reflected in CRM, to pursue the changes of management mechanism, management mode and business procedure. In addition, CRM is a long-term journey, not a single project. The auto dealers need consider adapting to the constantly changeable market and existing fund state of enterprise in building project, and planning real business development of the following several years. Integrated mode is that taking enterprise's information-based theory as guidelines, the dispatcher comes in terms of enterprise's microscopically planning, three parts are involved: Entrepreneur's strategy planning. The business administration model is established and optimized.System design. Promote enterprise's value by introducing the data mining.The main framework of this thesis is as follows. Chapter 1: PrefaceFrom the angle that the government has been increasing enterprise's information construction supporting dynamics, and more and more enterprises begin to pay close attention to implement the informationization, then CRM is drawled and annotated. After describing the function of CRM in enterprise's marketing and the meaning of introduce CRM, I list the current situation that enterprises introduce CRM project, and provide reason analysis. I provide research results of this thesis finally, and put forward the theory of structuring enterprise CRM of "integrated mode", which is the place of innovation of this thesis.Chapter 2: Project planning of CRM and investigation, diagnosing of current situationThis chapter explains CRM strategic environmental analysis at first, mainly about marketing environment, selling environment and service environmental analysis, and then how to make key competition of enterprise. Secondly, expound the fact that how enterprises make CRM strategic planning, investigate and diagnose enterprise's current situation finally, mainly about enterprise's institut... |
