The Research Of Customer Relationship Management For China Changjiang Bunker (sinopec) Co., Ltd Yueyang Branch

In the past year 2008, the international financial tsunami deeply shocked the world's economy. Now, the price of refined oil product has returned to a rational level from the past abnormal surge, and this phenomenon brings a lot of reflections on china's economy which highly depends on foreign oil. The refined oil product which is high homogeneous and small consumer coefficient of elasticity will greatly optimize china's oil market. At present, China's oil market consists of not only large state-owned oil corporations but also multinational and private-owned oil corporations. The competition state now has imposed great impact on domestic product oil distribution companies. In the current bad economic situation, how to manage the customer resources efficiently with lower cost, how to best implement the one to one marketing strategy and how to seize the hearts of customers is becoming particularly important.This study of Customer Relationship Management for China ChangJiang Bunker (Sinopec) Co.,Ltd Yueyang branch .Based on the research of related theory of customer relationships and the review of related literatures, the thesis analyze the status quo of customer management and customer situation of China ChangJiang Bunker (Sinopec) Co., Ltd Yueyang branch. By data-mining of customer relationship and combined with the reality of management strategies, the thesis figure out the strategy of customer classification and proposes a series of proper implementation measures. By reading and studying large number of related literature, combined with experience of daily management practice, the author makes a conclusion that in order to improve customer satisfaction, the corporation shall enhance employee's satisfaction, strengthen the corporation's culture, improve customer loyalty, enhance staff training, upgrading the quality of employee, manage customers classification, implement the one to one marketing, dynamically manage the customer data, and actively promote the non-oil business.The thesis has practical meaning on customer relationship management of China ChangJiang Bunker (Sinopec) Co., Ltd Yueyang branch and the conclusions of this research have practical reference value on the oil distribution industry's management and development. But there are still some deficiencies need us to be improved. Such as customer associate consume, the cost quantification of customer relationship management, as well as the operation of non-oil. We will do more in-depth study on these points in future research.