The Csst Customer Communication Countermeasures

In 1999, while Chinese economy is integrating deeply with globally economy, CSST, the representation of the seamless steel tube industry in China, One of the biggest enterprise of ChengDu City, the biggest iron and steel industry of ChengDu City, has to be merged due to poor operation. This thesis studies the Customer Communication trouble of CSST Co., and raises a systematic solution which can be used to solve the Customer Communication trouble of CSST Co.from the. 4C IMC.No business can survive without marketing and the 4C IMC(integrated marketing Communication) theory of Pro. Robert F. Lauterborn offers a new theory to solve the Customer Communication problem. The core elements of 4C, Customer Wants and Needs, Cost, Convenience, Communication, should be the enterprise's focus forever; The Communication is the root and the nut at four elements. As the other professors say: the communication is the marketing and marketing is the communication in the 21st century, and both of them can not to be separated. So the research of this thesis on Customer Communication of CSST is the marketing research, the investigative emphasis of CSST's marketing problem is the Customer Communication. There are three contents and harvests in this thesis.1. Analyses the Customer Communication in CSST, Indicates the main problem: Can't adapt the environment of the Customer Communication on macro-economy, not good at applying the Customer Communication theory, Can't carry out the Customer Communication effectively due to the low commitment of different departments, and lack of the talent resource about the Customer Communication.2. Studies the successful experience globally about applying the Customer Communication theory in different industries and self-advantages of CSST.3. Establishes the Customer Communication mechanism of CSST: a systemic solution and process. The process can be divided into five links: To comprehend the Customer Communication macro-circumstance, to build the new system about the customer knowledge, to plan marketing to increase the customer value, to establish the inner system of the Customer Communication effectively, to build the scheme of Communication to give satisfaction to Customer circularly. Each link is a systemic solution, which consist of a series of detailed and practical methods.