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Research For Customer Relationship Management Of The Petrochina Marketing Company

Posted on:2006-09-24Degree:MasterType:Thesis
Country:ChinaCandidate:W D XiongFull Text:PDF
GTID:2166360155472938Subject:Business Administration
Abstract/Summary:PDF Full Text Request
Economy with technological develop very fast, the economic world turns the trend, all making competition within the scope of world increasingly vigorous, market oneself also take place the enormous variety. In this environment that continuously change with and alive with competition, the idea of the management, the strategy of the management and the way of the management of the business enterprise took place enormous replacement. Positive and active to look for, enhance with manage the relationship of the customer are consider the mechanism that have competitive advantage, which can bring larger profits . For this reason the market marketing principle of the new generation customer relationship management is gradually becoming the hot point that the business enterprise field and the academic circles pay more attention to . Current, customer relationship management theories still be placed in the stage of investigation at domestic and international, Succeed applied example is not a lot of in the domestic, example putting on the business enterprise that selling local finished product oil are particularly seldom seen. From the marketing theories of the world with the process of the actual development, this text is inquirying into the inevitability that market marketing theories develop to regarding customer as central, Making use of the value chain method, with customer relationship management value chain be used as the basic tool,the text is divided the activity that creating value and producing the cost in the customer relationship management system into every kind of activity that strategy mutually connection with . At the same time, it also divide these activities into foundation activity with support activity .on this foundation, according to the actual circumstance of PetroChina Company Limited (PetroChina),the text analysis and study the whole process that from establishing center strategy map which regarding customer's approval as the center to the performing customer relationship management of Business enterprise reorganization .And the text put forward the concrete step of accomplishing customer relation management and the measure that should adopt of PetroChina Company Limited (PetroChina). The fourth part of the text inquirie into how to make use of the customer's multiple dimensional identify model to proceed the analysis to the customer, and establish the mathematics model CPV that the customer feels to know the value in the retails the market of finished product oil . From the angle of true war operation, this text is studying the specific performance of customer relationshiop management in PetroChina Company Limited (PetroChina).This way offer solution way of thinking with method, Which can help the petroleum sale business enterprise acquire Vitality and promote the competitive advantage in complicatedly of economic environment.
Keywords/Search Tags:CRM, the value chain, strategic map, multiple dimensional identify model
PDF Full Text Request
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