The Improved Solution Research Of Yiyang Tobacco Company's CRM System

China's tobacco companies have been facing intensive competitions and immense pressure in worldwide competitive situation since China entered WTO. As foreign tobacco products continuously flow into China's market, the tobacco monopoly system of China is gradually weakened. Therefore, customer relationship management is becoming more and more important nowadays. Meeting customer requirements,strengthening connections with customers and effectively managing customer resource are the key factors to win marketing competition. Under the present system of tobacco industry, Yiyang Tobacco Company can only enhance its competitiveness and face challenges by implementing and advancing its CRM strategy. At present, there are some common problems of CRM system which seriously handicap the development of tobacco companies. How to implement and apply CRM system to win the market and improve management becomes a key issue which urgently needs to be researched and solved.Based on the study of Yiyang Tobacco Company(YTC), this paper firstly elaborates theories related with CRM which give the theoretical foundation. Then it introduces the development direction and plan of YTC and the research methods. After that, with combining the present development strategy and management mode of YTC, borrowing the successful experience of building CRM system worldwide, adopting the principle of combining development strategy and CRM implementation, analyzing the problems of YTC's CRM system, this paper provides a CRM system improvement solution. Finally, it discusses the ensuring measures for improving YTC's CRM system from the aspects of technical security, organizational leadership, personnel selection and I&C cooperation.By means of carrying out the CRM improvement solution, YTC's CRM system has become more robust and practical. This paper can also be used as a case study and reference for CRM implementation in tobacco industry.