The Research On Customer Relationship Management Of XBN Corporation

The coal equipment manufacturing industry plays an important role in China's energy profession. Along with the development of the market economy, the marketing management in the coal equipment manufacturer has experienced a huge transformation. The marketing transforms into the present relationship marketing, which needs the enterprise to hold good relationships with the customers. And now in the enterprise's marketing management, the most important question to be solved is how to maintain good relationships with customers.XBN Corporation is the researching and manufacturing base of coal transportation equipment, which is one of the largest domestic coal enterprises in the world. The enterprise annually received a lot of coal orders from all parts of the country. However, because of the limited manufacturing capacity, it is unable to meet all customers'orders, which leads to that the enterprise has to choose to accept the orders of being beneficial to current growth rate and long-term development of enterprise. This paper is based on domestic customer relationship management system and the development of marketing theory, which deeply analysis the current customers state of XBN corporation using customer relationship management systems design and relationship marketing, customer value analysis and positioning, customer life cycle, 4R marketing theory. According to XBN actual marketing situation, the customer relationship management system is designed, then the customers of XBN are classified, then through 4R theory (Reaction, Relevancy, Relation, Retribution), the relationship marketing strategies of XBN Corporation are expounded. Finally, the recommendations of customer relationship management are pointed out.The study of this paper has practical values for XBN Corporation Limited, and is expected to be reference for the CRM of other corporation.