Research On The Application Of CRM In ChongQing Mobile Communication Company Limited

In the past few years China'5 telecommunication service industry have been successful in reform efforts to separate government from enterprises and restructure of the whole industry.As a result,monopoly has been prevented and competition has been introduced.Yet some problems still exist,namely,increasing workload without increasing profit;completion through cutting prices;increasingly urgent financial pressure,and with our country'5 entry into the WTO prospective pressure from foreign一funded telecommunication enterprises.As such,great importance should beattached to our industry strategy and strategic management.For China'5 telecommunication service enterprises,Development Strategies should base on the present new situation and the demands that come from the China and the international,meanwhile,it should be relocated and adjusted.The new strategy is composed by a whole systematic elements which include market competition,cost management,technique innovation,human resource management,trademark management etc.In the severely competitive business environment, the increasing of competitors and diversification and globalization of business has made the competition between enterprises much more intensive. Only by communicating with customers through all kinds of channels so as to gain knowledge, know more about customers and improve their satisfaction to get more profit, could enterprises win in competition. Especially when the new economy comes,customers are the most important factors for success and the source of profit for enterprises. It means that who owns the customers, who owns the market. And it will make enterprises' strategy change from product-centered to customer-centered. But how to get to know what customers need, how to get customer segmentation, how to change customer relationship and how to improve their satisfaction? Customer Relationship Management (CRM) is used to solve these problems.CRM put emphasis on the customer-centered idea. This idea should filter into every link of enterprise management. Only by doing research of characters of our enterprise itself and its industry, could we integrate business process and organization structure, and set up CRM system, which fits for our own business, and could it be helpful to the development of enterprise. Chongqing Mobile Communication Company Limited is a special enterprise, which has been changed from a monopolist to a market competition participator. During the transformation, Chongqing Mobile Communicaion Company Limited needs advanced management ideas to improve its management and customer relationship. That's why the topic about how to apply CRM in Chongqing Mobile Communicaion Company Limited has been proposed. This paper provided a program for the CRM application in Chongqing Mobile Communicaion Company Limited, based on the characters of Chongqing Mobile Communicaion Company Limited, and based on the ideas of CRM implementation and business process integration.