The CRM System Design And Application For Chemical Sales Of Petrochina

The competition between domestic and foreign chemical products has gradually increased recently as the result of the increased trade openness in domestic chemical industry market. As one of China's important chemical raw material producer and seller, CNPC is facing increasingly fierce market competition. It needs to enhance its customer marketing information management and pays more attention to maintain and develop customer relationships. In such market environment, for enterprises, enhancing the quality of service has become an important way to improve customers' satisfaction and expand market share. Customer Relationship Management (CRM) is an outstanding applied system which closely integrates the best management concept with the application of information technology systems. It has already become an important way to solve problems related to corporate sales, customer service and decision support.This paper expounds the theory of CRM the impact on sales of petrochemical products and the current classification and evaluation of CRM management. With focusing on the CRM function module design and design concept, this paper evaluates and analyses the best practices and advanced CRM system software in domestic and international market. It illustrates the current situation and marketing demands of customer relationship management for CPCC's sale with various case studies and comparison in this field. It also analyses the current situation of CRM application and disparities to reasonably identify gaps as well as using them as the basis of CRM system design.This paper analyses the current business situation of chemical sales of Petro China in both of its strategy and process. It combines petrochemical enterprise sales management and organizational structure with the special demands of the users to carries out a detailed system function design, system interface design, security design and hardware platform design. It also identifies the function of key modules and makes the total solution for the CRM system's construction and execution for Chemical Sales of PetroChina. The system solutions focus on three core functions, including sales management, marketing management and service management. Based on the optimization and improvement of existing processes, it takes the existing strategies chemical products sales, process status and the international advanced practical experience into account. And it focuses on the solution of the end-user management, complaint management and quality control information inquiry. This can be used for analysis and functional design based on the original data of customer demands, production process and quality by data mining technology. This function will also help users to find new features of chemical product sales and therefore enhance the value of original data.Based on the data of management, which makes data analysis and integration design, these functionality designs will help to find new business features on chemical sales and enhance the existing data's applied value of various types of database.In addition, taking into account the complexity of the Marketing Management Application system and difficulties of the Project Management, the paper analyzed in detail the specificity and industry characteristics on China Petroleum & Chemical Sales Enterprise CRM system implementation.It also brought up the proposal for the implementation of domestic oil and petrochemical enterprise information system. A series of measures have been used to -reasonably divide the project into detailed implementation stages and to identify the main work of each stage. Therefore it will effectively reduce the risks during project implementation, improve the quality and ensure the proper implementation of the project.Finally, the usage of CRM system is demonstrated as part of the realization of the designed system. The sample data have been used to prove that the customer relationship management system is closely connected with the demand sale of petrochemical customer relationship management services. It does not only meet the individual need of China Petroleum and Chemical businesses downstream users but also promote the enterprise marketing management.This study has not only laid the foundations for design and implementation of China Petroleum & Chemical customer relationship management system but has also effectively turned the theory intopractices. Moreover, it provides valuable experience for the future construction of domestic petroleum and petrochemical industries` CRM. System.