Bosch Automotive Technology Division, Customer Relationship Management Research

Customer's resources become the absolutely necessarily kernel sources of enterprise with keen competition of market. Nowadays, customer's demands becoming increasingly diversify and personalized, which they claim that their special receives and demands can be embodied in the products and service. Under the circumstance, the customer relationship management comes out as a consequence. The customer relationship management is the entire marketing solution focus on arranging the customers, whose point is to win the market competition and acquire big market profits, by lying in winning customer, Subdividing the most worthy customer to the business enterprise, and carrying out a difference marketing to the big customer.For replying the vigorous market competition well, keeping effectively and scooping out latent and big customer continuously also, make stronger and extend the market quota of big customer, there requires to put forward a forward-looking development strategy for big customer's marketing service work, advance marketing service measures for big customer surrounding bit customer developing strategy, and provide the marketing service of scientific decision-making management for the big customer.The thesis put forward explicit an optimized solution of big customer management model. With combining the managing big customer theories with the practices of Hunan United Telecommunications Corporation Limited.This text is totally divided into six parts:The first part introduced to textual purpose and meaning, and method of study and thinking.The second part elaborate the customer relationship management and the studying present conditions at home and abroad, set out from the related theories and giving broad overview of the research cultural heritage. The third part definite the area of its customer and elaborates its subdividing market, organization and service system, which is based on a brief introduction of the customer pattern of Hunan United Telecommunications Corporation Limited.The forth part indicates guidelines and principle of the optimized mode of customer relationship management based on the analyzing the problem existing in the big customer management of Hunan BOSCH Technical Services Division.And put forward the strategy and measure of reforming the big customer manages staff and optimized management mode based on the practice of BOSCH Technical Services Division.This text analyses the current big customer management of BOSCH Technical Services Division with the data and related information investigated on the spot for foundation. And bring forward replying measure to actuality of the Unite, which will provide a reference to the customer operation of BOSCH Technical Services Division.