The Implementation Of Customer Relationship Management In Automobile Enterprises

Since reform and open policy for more than 20 years, As the Chinese economy development the Chinese passenger vehicle market experience three stages: The first stage, the market is at the monopoly condition for short resources; The second stage, the market entered the oligopoly and many monopolies condition; The third stage, the market entered buyer market stage in the full competition. The customer group and the demand for vehicle always have the limit, so in order to capture the more market share and the profit, the key lies in who first grasps the customer. The automobile industry competition gradually from " the product as the center transforms " for " the customer as the center".CRM is the developmental strategy of taking the customer as the core, which enhance enterprise core competitive ability, achieve the competition subdues, the fast growth. In fact, the essence is to take the customer as the most important property for enterprise. In order to effectively gain, develop and detain the customer, the enterprise needs to know what the customer main demand and most cares is. so during the customer contact process, the enterprise provides with the demand consistent individuality service plan in view of the customer individual difference, strengthens the behavior that causes customer satisfaction. At present, in the domestic automobile enterprise only few several had already gradualness successfully to implement the CRM system. Therefore, the CRM implementation is a topic which extremely is worth studying.On the foundation of auto market analysis, First paper introduced the research background, the research goal and the significance; After that, I make the comprehensive elaboration of the CRM concept, the development and so on, Simultaneously unifies the China auto market the characteristic paper simply analyze the development condition and the importance of CRM in the automobile field; Next simply elaborated the automobile enterprise CRM implementation earlier period preparation, including strategic target formulation, implementation demand and enterprise high level support; After that, I analyze three stages anout the automobile enterprise implementing CRM, the organization and the service flow transforms, as well as how molded the central enterprise culture taking the customer as; Finally I summarizes the evaluation system of the effect of CRM implementation and the measure of continual improvement.