| Along with the Internet technology evolution and be used in more and more area, human society has been entered the age of 'Electronic Commerce'. China has been a member of WTO, world Economic integration will not stop, great change in the environment of marketing competition. Enterprises will have to face the "customers" and "competition" and "change" as the characteristics of the background of the times.WTO bring on unprecedented competition in the automotive industry, and is currently among the various car customers has intensified day by day, and its marketing to include a large number of cross-selling, marketing and service delivery to do the integration trend is very clear, in the increasingly fierce market Today's competition in various car manufacturers are looking for new marketing solutions and services. Enterprise customers are a source of profit, how to further enhance the level of service to attract and retain customers, develop new customers, and continuously improve customer satisfaction and loyalty, the business volume continues to grow and expand market share, has become An important task of vehicle marketing.In this paper, FAW-Volkswagen's customer relationship management system based on an analysis of the current FAW-Volkswagen customer relationship management problems, and for FAW-Volkswagen Automotive and China's market status quo put forward suggestions for improvement.In today's world economy is unstoppable trend toward the integration of the global market, the number of enterprises to survive, the international competitiveness of business development. To the Internet, knowledge-based economy, as represented by high and new technology to meet the needs of consumers at the core of the new economy to develop rapidly. Marketing needs to identify customer needs and desires, to identify an organization can best serve the target market, design appropriate products, services, programs and plans to meet the needs of these markets. In this context, customer relationship management came into being.Customer relationship management should be customer-centric relationship marketing extension. CRM (Customer Relationship Management) is focused on customers, in order to increase revenue and profits of integrated business model. As a result, customer relationship management is the first kind of management philosophy, its core business is to business customers as the most important resource, through the improvement of encouraging customers and in-depth analysis of the customer to meet customer needs, creating value for customers in the enterprise at the same time The value of their own. Second, is a customer relationship management and enterprise customers to improve the relationship between the new management system and methods of operation of the system. In addition, customer relationship management or a set of management software. It integrates a comprehensive database, data mining, online analytical processing, internet technology, object-oriented technology, marketing automation technology and other related technology, for sales, customer service, decision support in areas such as a business automation Solutions to enable enterprises with a customer-facing front. The level for the overall development of customer relationship management providing strong support. In short, customer relationship management based on information technology for the media, the value of its customer-centric, enterprise management and maintain good customer relations and achieve sustained business value and maximize customer value of a new type of " Win-win "concept of marketing strategy and a set of applications.Western empirical studies have shown that 80% of the profits of enterprises by 20% of the customers, and this is a well-known 80/20 rule.Given the limited resources, enterprises can not all customers are satisfied with the services provided by them, which led to continuous efforts in developing new customers while existing customers continue to have been dissatisfied with the services of its left, and the enterprise The development of a new customer is the cost of maintaining an old customer costs 4-5 times that of a 5% decrease in customer turnover rate of 60-80% can increase profits, so businesses can maintain living and existing customers in particular, high-quality customers, the decision is Corporate profitability of the size of the key, core Jingzheng Li is also an important part. This is also a customer relationship management system (CRM) an important aspect of the study.Customers to measure the quality of the main indicators of customer value, customer value is also an important basis for classification of customers, it can be different in the form reflected in the indicators, which have a different classification.There are 3 types of customer Segmentation: Based on the population of subdivision, Based on the consumer behavior of subdivision, Based on the value of customer segmentationAt present, FAW - Volkswagen marketing system is the organizational framework in 2006 and 2007 after a marketing system reform, the establishment of a new marketing system and the organizational structure of the FAW - Volkswagen's marketing is still the main sales company, FAW in - the public Company management committee (the run or BOM) under the leadership responsible for the FAW - Volkswagen's all marketing, sales in the next two hours the general public and the Audi brand, completely independent marketing activities.FAW-Volkswagen customer service center has gone through 4 major phases:The first phase: Sales ConsultationThe second phase: Sales Consultation+Call out business+Marketing business+Information feedback+After-sales service complaintsThe third phase: Sales Consultation+Call out business+Marketing business+Information feedback+After-sales service complaints+CRM system+network businessThe fourth stage: The depth and breadth of business rising from passive to active service conversion services, from call center into a customer care centerOE dealers and customers care, customer complaints and market data business activities can not be interactive, the impact of customer satisfaction and improve the prospects of the development.Customer information dispersed, can not be effectively integrated, can not build a unified customer view.Improvement study of FAW-Volkswagen's customer relationship managementThe success of CRM software goes beyond an issue. CRM Another misunderstanding is the same as the CRM call center, we believe that the software, call centers, direct mail, e-mail, customers, all of these means, but only a means forever.We all know that now more and more customers, and most of the car for the first time, the choice wavering, so their intention to buy cars just like chicken, like a very immature, we need a common culture in order to safeguard them and Sales. First of all, the FAW-Volkswagen to integrate customer relationship management systems and distributors of all customer relationship management system, customer information management processes, so that the FAW-Volkswagen dealer and customer relationship management customer relationship management into one, so that distributors OE and between the distributors and dealers to share information between the customer.Unified management of customer complaints, reduce customer complaints to address the issue of time, to enhance customer service quality. Analysis of the reasons for customer complaints to identify products and services less.In order for customers to carry out the necessary classification, the need for customer information database to collate. General information on the number of corporate customers more need to single out useful information is classified, it is necessary to establish a rational evaluation index system for customers and customer segmentation. Due to individual customers and corporate clients a lot of difference, so the establishment of index system should be aimed at both types of customers each corresponding evaluation index system.When considering the demographic characteristics of the consumer market, it is mainly involved in a specific age, gender, income, occupation, educational level, marital status, family size and type of residents; in the enterprise market, which is mainly involved in the number of employees, annual sales, with an average order size, and the total annual procurement value-added manufacturer, and so on. The relatively simple description of the two types of markets in fact the basic difference between the consumer goods market, the basic elements of domestic market, industry and market, the basic elements of the market is the organizational unit.FAW-Volkswagen as a result of access to customer information is scattered, FAW-Volkswagen OE information collected mainly stored in the CRM database, and the dealer to collect only customer information stored in the local dealers, distributors and between As well as between the OE and not to share information in order to protect the authenticity of the high data, so information sharing is an urgent need to be addressed.Customer Segmentation begin to enhance customer satisfaction, and tap the potential market valueCustomer Segmentation is the FAW-Volkswagen to achieve the strategic objectives of an important means to achieve marketing in a more scientific, standardized, customer segmentation is an important breakthrough and the starting point. For enterprises differentiated services, personalized service and business innovation, such as enterprise development strategies, customer segmentation is of great significance. Through customer segmentation to identify the value of different customer spending, according to the different consumer behavior, to meet their different needs, enhance customer satisfaction, greater consumer value.The focus of customer relationship management for vehicle manufacturers, dealers and parts vendors are different, the automotive industry for customer information files collected, in three different roles is also reflected in the different vehicle manufacturers have been more Car customers, distributors are more potential customers and customer information management intentions, parts and components manufacturers more concerned about the maintenance of customer information, customer information management for the entire automotive industry in terms of the value chain is not a simple thing.As a result, China's increasingly competitive car market today, FAW-Volkswagen in customer relationship management system integration and distributors of OE information sharing, customer segmentation begin the work of the FAW-Volkswagen in the next few years for the development of very important, FAW-Volkswagen increased market competitiveness.OE integration and distributor of information-sharing, making OE, although not directly contact consumers, but dealers and consumers for the same conduct problems and feedback to the rapid and effective response, and to solve the problem quickly and accurately And, more than dealers, and thus enhancing customer satisfaction.The implementation of customer segmentation and change the original extensive marketing and management model, customers can be differentiated marketing and customer maintenance strategy can help companies better understand customers, markets, products, services, users in a timely manner to understand The demand for user features, truly "intimate services."... |
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