Research Of Management Of Customer Relationship By Motor Dept Of Xiang Tan Electric Manufacture Co.Ltd

The 21st century belongs to the era of knowledge economy. It is also the era in which competition for market will be fiercer. As our country joins WTO, our domestic enterprises will face fiercer market competition. So the question of how to obtain and keep competitive advantage and make the enterprise succeed should be considered soberly by every enterprise. Market competition in the future will be the competition of the core competitiveness. Whether an enterprise could survive and develop in fierce competition finally depends on whether the enterprise possesses the key competitiveness. The focus of the competition between electromotor manufacturing enterprises has changed from the competition of the products to the competition of the brand, the competition of the service and the competition for customers. The running modes of the enterprise have changed from producing in large quantities to customizing in large quantities, and the relation between the enterprise and customers becomes more complicated. In conformity with this trend, a new management mode which is able to promote the core competitiveness of an enterprise and become the key for an enterprise to get the upper hand effectively, namely Customer Relationship Management, appears naturally, develops rapidly, and accepts attention or be used by more and more enterprises. The performance of customer relationship management has already become an important evaluation index of the core competitiveness of an enterprise.Thanks to the meticulous guide of the tutor, this paper was completed on the basis of the author's practical experience and personal understanding for many years and relevant knowledge of EMBA study in the past two years. Its main content was divided into five parts:The first part was the introduction, which wholly expounded the research background, meaning, reason and main content of the paper.The second part studied the reason of the problem of the Customer Relationship Management of the Electric Engineering Department of Xiangtan Electric Engineering Co., Ltd. It studied the market situation of domestic electromotor industry, the opportunity and challenge faced by the electric engineering department as well as the present situation of marketing system and customer relationship management of the electric engineering department. Besides, it put forward the point of view that the perfection of the customer relationship management is the key to promote the corecompetitiveness of the electric engineering department.The third part studied the theory and practice of customer relationship management. It briefly introduced the current development situation of customer relationship management, the strategic meaning and basic content of customer relationship management and the key elements of applying the theory of customer relationship management to practice, starting from the systematic management theory. Then, it pointed out the choice of the managerial level of Xiangtan Electric Engineering Co., Ltd when facing CRM.The fourth part studied the strategic objective and key point of customer relationship management of the electric engineering department. It established the strategic objective of customer relationship management of the electric engineering department and raised key points of work and measures as well as plans for the electric engineering department to realize its strategic objective.The fifth part studied the implementation tactics of customer relationship management of the electric engineering department. It pointed out the stages of the implementation of "the customer relationship management plan" and proposed the management method of "focus on great customers "emphatically.