Research On Customer Relationship Maintenance In STZG Forklift Company

With the continuous deepening of reform and opening up, China's economic construction and rapid development, promoted demand for forklift increasing in the Chinese mainland market. In such a background, the existing downstream companies in the industry are continuing to take measures to increase sales and market share. Some powerful enterprises have set foot in various ways through the production and sale of forklift trucks. Forklift industry is becoming increasingly fierce competitive. For new entrants or access time not long enterprises, customer relationship maintenance is of great significance for business from the hands of the original fight for market share, maintain customer loyalty and achieve customer value improvement.The object of the research is the STZG forklift company that is the subordinate company of one domestic large-scale machine manufacture co., ltd, whose products is used from the initial group interior company participation gradually to carries on the customer resources with other enterprises in contention. In the research the status quo and existing problems of customer relationship maintaining of STZG forklift were analyzed. Based on the characteristics of forklift market and Chinese customer relationships, STZG forklift company's customer relationship maintenance have been designed to maintain:the customer value the main line, in accordance with customer life-cycle of customer relationship building, nurturing, and maintaining and customer relationship; To establish a customer relationship database, client visits, channel management, target customers choose to implement customer relationship building, and through customer value assessment of the full life cycle of different customer service and overall quality management to provide users with high-quality products to achieve customer relationship to nurture and sustain; By assessing the causes of exit valuation and exit analysis of the development and retention measures have been implemented to prevent the exit out of customer relationship management. The paper concludes:STZG forklift companies face the problem need to use a systematic approach to resolve, according to the status quo in conjunction with the industry the company and customer characteristics, through the implementation of customer relationship building with customers to maintain good customer relationships and increase customer value is the company's best choose.The paper is divided into six parts. The first chapter is the introductory remarks part, proposed the research background, the research goal and the significance as well as the research mentality and the method. The second chapter for this research correlation theories part. The third chapter mainly has been carried on the analysis to the STZG forklift company customer relations maintenance present situation and the existence question. The fourth chapter is the STZG forklift customer relations maintenance project design. The fifth chapter is the STZG forklift customer relations maintenance plan concrete implementation content. The sixth chapter is the conclusion and forecast of the research.