The Customer Relationship Management Of The Car Industry

Along with the coming of the New Economic times, the customer has becomethe most important resource of the enterprises. The one who is in possession ofcustomers will win in the competition and make profits, including Car industry. Butwith the rapid developments of information technology, relations between carenterprise, customer and supplier have been shocked. How to establish and maintain along-term, good partnership with customers? How to maintain clients' resources, wincustomer confidence, analytical customer's needs and provide satisfactory customerservice? And how to make those 4S shops, dealers and service stations which overtlyagree but covertly oppose instances, dedicate their services for the company?Car industry Customer Relationship Management is emerging and developing insuch an environment. It has gradually become the link between automobile enterprisesand customers, shorten the auto enterprise sales cycles, reduced marketing costs,increased revenue, expanded markets, brought a comprehensive upgrade of autoenterprise profitability and competitiveness, and will bring about greater profits. Italso will continue to meet more personalized service of the customers, and enhancecustomer loyalty.The letterpress firstly introduced the general situation of Customer RelationshipManagement, including the origin, definition and actuality, defined the CustomerRelationship Management, from my cognition and linked it with the Marketing theoryand strategy. Secondly, the letterpress simply introduced the actuality and charactersof Car Industry and their CRM in China, summed up the problems in the process ofCRM, and ulteriorly emphasize the necessity of actualizing CRM in our country's CarIndustry. Then, with the optimization of system, choose CRM project accurately andkey factors to successful implementation of CRM for the three details, I advancedsome suggestions to perfect CRM of our country's Car Industry,. At last, I offer theShanghai GE's successful experience of implement CRM in order to give a referenceto other car enterprises.