A Research On Customer Relationship Management Of Automobile Logistics Enterprises In China

Customer Relationship Management origins from the commercial mode which regards customers as the center. It puts emphasis on the customer-centered idea. In order to attract and keep more customers through providing good service and reduce the cost of obtaining the customers through optimizing workflow which faces the customers, it works at enterprise's departments of market, sale, technology support which are related to customers.The automobile logistics industry of China is a new developing one. It is still very immature, though it has already obtained very great development. Fierce competition and dynamic business environment bring great challenge to many automobile logistics enterprises in China. However, comparing with those overseas logistics enterprises, ours are so behindhand. One of the obvious shortcomings is that our enterprises are short of the idea centering on customers' advantages. In order to meet customers' individual needs, keep and develop stable relationship with customers over along period, the automobile logistics enterprise should carry out such a management idea serving for the customers with heart and soul. And the automobile logistics enterprise can make use of CRM to help them working on the customer management.Based on the thinking of how to introduce,apply and evaluate CRM, this paper firstly introduces the basic theory of CRM, then analyzed the actuality of the automobile logistics industry and the necessity of applying CRM. Secondly, with the characteristics of the automobile logistics enterprise, this paper forms basic CRM system and several implementation stages of CRM. The last chapter discusses the effects evaluating indicators system on CRM and tries to provide some evaluating index and evaluating solutions to our automobile logistics enterprises.At present, the application of CRM system in automobile logistics industry is still at primary stage, both the theory study and the application of CRM system can not fit the developing demands of automobile logistics industry. Further more, as CRM is a complicated system, it is difficult to operate and to evaluate the effect. These questions need to be further studied and discussed in practice.