CRM Application Research In PW Co China Market

Under the great waves of global economic competition , many company have find out one of the most important strategy comes from its structure of CRM system . To achieve it, company should strengthen its own enterprises and speed up its investment on the CRM building up under the daily heated world competition.By means of reviewing those practical means and measures that are adopted in managing and building up CRM by multinational corporation, and by connecting to my work experience, the paper could supply with some suggestions or advices to those same field enterprise, especially in the aspect of international CRM application. This is the basic purpose of the text.Generally, the text did not focus on CRM theory and design, neither talk over those CRM details in all of ages, nor review the CRM at the overall and strategic view. As the former section mentioned, the text emphasizes practical and direct means and measures in CRM application. In some words, the text is far from a encyclopedia, at most be entitled a special topic. The text is organized into 5 sections. Each section is designed to stand on its own and associate with each other. The Section 1 summarized the research goal, object and methods. The Section 2 glimpsed the CRM theory in structure, included in its definition, goal,function, characteristic, etc. One of the most important is Section 3, at first it introduces the PW Co from 3 levels, that is international, national and Chengdu Regional Office. Secondly it reviews the competitive environment and discusses it. Then it analyzes the actual CRM application in PW China. And then, it describes the current CRM application situation of PW China. Lastly, it reveals those conflict and problems existed in organization and relatively supply witrj some suggestion. The Section 4, which is another important section focus on the suggestion proposal aims to increase the competitive level of PW Co. The Section 5 present some thinking based on some characteristics of some successful companyThe meaning of this thesis should lies on the following two points, first it make the localization connect with the China sales strategy of foreign company from the aspect of CRM application, and is the first time for PW Co. to be analyzed on this topic. However, at nowadays although our national enterprisers are very perfect in CRM research, the practicing of CRM is very poor. Therefore, I hope these applied and effective comments should be suggestive for future practice.