The Customer Relationship Management Research On The Liquid Crystal Display Television Manufacture Enterprise

Customer resources have become scarce resource under the world economic integration. The enterprise competition focal point changed the customer from the product competition capture. Whether the enterprise can establishes and maintains long-term good cooperation relationship with the customer, grasp the profitable customer resources, win its customers'trust, provide perfect customer service become the key for enterprise to promot its competitive ability. The Customer Relationship Management (CRM) is an effective tool for enterprise to manage the relationship with customers and is gradually developing and consummating in China.This thesis is for the purpose that solves the existing problems in the CRM of the correlative enterprise, promotes CRM level in order to have advantage on CRM consummation, enables more enterprises break through the CRM bottleneck, moves towards CRM in the true significance through researching CRM of the Liquid Crystal Display Television (LCD TV) manufacture enterprise.This thesis first makes an elaboration of CRM definition, the connotation and the correlation elementary theory. On this basis, carries on the analysis to the questions and present situation of LCD TV manufacture enterprises, then obtains the necessity of CRM implementation and through case analysis, discusses the feasibility of CRM implementation. Meanwhile makes an explaination of the characteristic and the present situation of LCD TV manufacture enterprise's CRM. On the above analysis foundation, this thesis has accordingly proposed an improvement design for the enterprise who implements CRM. And the measures should be correspondingly adopted, namely, the enterprise inducts the CRM opportunity identification, establishes the early warning system of customer drains, integrates CRM and CMR and promotes customer value in order to reach enterprise and customer win-win situation. Using the 4R marketing and the 3C method to carry on the customer relationship management, and complying with corporation culture and carrying out the effective implementation ensuring CRM on the force and so on. Then, through the empirical research, deepen LCD TV manufacture's CRM understanding. Through the thesis research may have certain practical use for reference for the correlative enterprise who implements CRM.