| Back in 2003, according to the Global CSM forecasts, China's auto industry is to move the second-largest automobile producer, the next three years will release more than 5 million potential consumers. In 2004, China will become the fourth largest car producer, only to the United States, Japan and Germany after 2006, this position will become a third time, to 2008, vehicle production will reach 6.3 million. China's National Development and Reform Commission and other relevant departments issued the "China boom industry analysis report" forecast, in 2003, China's domestic car sales growth rate will reach 30%. Some experts have analyzed the potential to reach 5 million alone spending more than this factor, we can make auto consumption in the next three to four years to keep 20% to 30% growth. From the latest data, China has become the world's No. 1 auto producer and consumer. In 2009, automobile production is 13,791,000 and sales number is 13,644,800, with an increase of 48.30% and 46.15%.The automobile industries development is experiencing the significant transition. In the past, the automobile industries scale of production was the determining factor decides the enterprise competitive power. As the most typical economies of scale industry, the automobile industries high investment, delivers the characteristic request to high in such a short time, as soon as possible cross the economies of scale the threshold. The national three big automobile group's leading positions are being established gradually, various groups positively are seeking for the new management and the strategy, after the WTO arrival better establishment in Chinese automobile consumer market status.The automobile industries competition pattern has already shift gradually from"take the product as the center"to"take the customer as the center", took the customer resources the enterprise most important core resources. Through meets the customer personalization need, enhances the customer loyalty and holding rate, realizes the reduction sale cycle, to reduce the selling costs, to increase the income, the extend market, thus promotes enterprise's profit ability and the competitive power comprehensively. While provides from the market regulation to the customer service and concern entire journey business management, carries on the thorough analysis to the customer purchase behavior and the value orientation, dig the new sales opportunities for the enterprise, and will provide the scientific, quantize instruction basis to the future product development direction, will cause the enterprise maintains the develop power in the fast change market environment. At present, the market competition is intense day by day, the product homogenization tendency is getting stronger and stronger, under this kind of environment, the customer relations management (Customer Relationship Management, is called CRM) oneself to become the enterprise the magic weapon which wins in the intense market competition. More and more enterprises already, or prepared to implement the CRM strategy, more and more suppliers in the computer technology progressed unceasingly in the foundation proposed each kind of CRM solution. But in China luxury car market, along with world majority luxurious brands entry, A brand China luxury car's hegemonic position has already obtain challenge most early, if we did not pay great attention the customer relations the maintenance and the development, we will be doomed to surmount by other luxury brands.This article obtains from the project management angle, detailed showing from the demand investigation and study, the proxy company tenders, the software study development, arrived at the scene implementation to elaborate in detail finally DSCRM (Dealerships CRM) the system grew out of nothing, arrived at into the dealer routine work powerful tool's entire process again. The detail content is as follow:Chapter one, we analyze the Chinese automobile behavior CRM present situation and the brand Wan Rong present dealer's CRM management present situation, simultaneously had certain depth introduction to CRM, finally explains the introduction project management regarding the dealer customer relations management system management system promotion significance.Chapter two, elaborated the dealer client management promotion project's project team constructs, and has carried on the analysis which on the project team's organizational structure's choice and organizational structure's constitution launches; Similarly, the project scope's making to the project final outcome's influence is self-evident, therefore in this chapter we discussed the project scope.Chapter three, analyzed in the term of project execution process schedule management and the quality control: Has formulated the related control mechanism and management measure; In the quality control aspect, has analyzed some quality question which meets in the middle the project execution, and aims at these question formulation corresponding countermeasure, we can see in the following:(1) To further enhance awareness of the importance of data quality management to improve understanding of customer relationship management. The dealer to customer relationship management concept as a guideline for carrying out regular high-level customer relationship dealer training concept, so dealers set up the system from within the attention focus on the concept of customer relationship, strengthen internal management.(2) Attaches great importance to the design of information systems analysis. Dealer customer relationship management system project has been established to promote a unified technology platform. The platform has a moderate advance technology, the relative development, and the characteristics of multi-layer architecture. Therefore, when carrying out the system requirements analysis and design, project implementation should use the scientific approach to data analysis as the core, to use the process as the main line of data, data integrity, consistency, logic, reliability, focus, and strengthen the form certificate data, the validity, legality logic verification and audit, taking into account efficiency, for different applications to different calibration strategies.(3) To develop dealer customer relationship management data entry standards. Department of dealer network develop standards for customer relationship management, data entry, and dealers issued to produce a corresponding assessment mechanism, regular evaluation of data input dealers.(4) Develop a scientific and rational system upgrades and training programs. House training staff in the establishment of mechanisms for content distributors, for DSCRM upgrades, organizations dealer DSCRM house training of trainers on a regular basis, and then returned home by the dealer's shop in house training organization full system upgrade training, while strengthening the types of training to enhance the application level. Through different levels, different content, different demands of training, can enhance dealer service personnel and management personnel for data quality management awareness and improve the level of operational use of data to meet the data quality management requirements.(5) Develop a scientific and effective DSCRM data management. In data mining input, review, upload, link analysis to establish and perfect rules and regulations, norms dealer operations personnel information systems operations on data use.Finally, the dealer customer relationship management to promote the project made a general conclusion: 10000 Yung-brand dealer customer relationship management system to promote the project as the starting point of its application from the location, project management, planning and so on several fronts dealer customer relationship management systems research and study project management, application of modern management theory and project management knowledge, theory with practice, the use of general management theory, customer relationship management system to solve dealers in the practical problems of project management and its process comprehensive system of management and pre-control, preparedness and orderly operation of the project, to promote the process of reducing the cost of losses and improve the feasibility of the project, eventually forming a rather complete dealer customer relationship management system project management planning program guide the practice of the project, and lessons learned to create a more scientific and effective project management models and methods and expectations of the project through to find a use for all sectors to promote effective large-scale software systems a good way. |
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