Research On The Customer Relationship Management Of The G Company

After the period of production-dominance, marketing-dominance and promotion-orientation, enterprises have already entered the customer age, and CRM (Customer Relationship Management) will become one of the core competitiveness of the first-class enterprises in the 21st century. At the same time, the dependence on the market and customers has almost been increased to a high level of business survival. Whoever can meet the demand of customers will be able to grasp the market and customers, and thereby can survive, develop and grow. Intense market competition requires those enterprises with a large group of customers to implement CRM actively because good customer relations can enhance their core competitiveness.The G Company is one of the world top 500 enterprises and leads China's vaccine market. In the past 10 years, G has taken the advanced management concept and practices from western countries. The CRM system makes it a unique and leading position in this market and becomes a good example for many companies. But with the promulgation of new policies and regulations, more and more competitors join the competition in the vaccine industry, and G should also adjust its CRM system. Only by improving its CRM could G build its core competitiveness in the market and consolidate its leadership position in the industry.This dissertation defines and classifies the G company's customers using the theory of marketing, CRM, human resources management and the database marketing method. Then by using the method of theory deduction and according to the research results of many scholars and the status quo of vaccine industry, this dissertation analyzes the G's CRM combining its operating conditions. This research points out that G's CRM has no objective and standard customer classification, CRM has not been closely integrated with the marketing. Furthermore, a strategic and cooperative relations has not been established with its customers.Afterwards, we propose that a more objective customer's classification system could assure that G adopts different marketing strategies for different customers. G would truly gain the benefits to enterprise only by integrating the sales and targets data and by incorporating CRM into the performance appraisal of sales staff so as to test the actual CRM implementation. In addition, by combining its advantages, the G Company should establish a strategic partnership relation in the CRM in order to maintain customer loyalty, and establish a long-term, stable relationship to get the sustained and stable development.Based on the study, this dissertation proposes that the G company can improve and build its core competitiveness through CRM.