Hunan Tobacco Companies Tobacco Customer Relationship Management (crm) Research

This article analyzes the status quo of the customer relation management of Hunan Tobacco Co., combines the concept of CRM, presents the idea of carrying out CRM, and makes a demand analysis about the company putting CRM in practice and establishes a system model. The main content of this article is as follows:This article analyses the development history of CRM and it shows CRM system is an inevitable choice for an enterprise from the production-style marketing toward customer-style marketing. Meanwhile, this article also analyses the status quo and development of the Tobacco market in China and it thinks the tobacco market of China will evolve into the market mode from the current mode of the planned management, and its marketing will also develop toward Market-orientation from the planned distribution. This development direction will consequentially lead to the competition among these tobacco enterprises. The keen competition demands the enterprise has excellent competition tools to adapt the market. The analysis result thinks, as a relatively mature customer relation management tool, CRM system has obvious advantages and can be taken as the management means of the tobacco marketing.The article makes a study about the theory foundation and the features of CRM system. It expatiates its core concept, studies its theory basis, marketing strategy, function system, system classification and system working flow. It provides the theory basis for Hunan Tobacco Co. to carry out tobacco CRM and settles the foundation.The article analyses the features of the tobacco customer relation management. On the basis of analyzing the tobacco demands of domestic cigarette factories, it makes a analysis about the existing problem of customer relation management of Hunan Tobacco Co., the inner and outer motives of carrying out the customer relation management and the necessity of carrying out the tobacco customer relation management. It also presents the evaluation model of the tobacco CRM creating value for the customer and the enterprise and it makes a explanation for Hunan Tobacco Co. carrying out the tobacco CRM.On the basis of the forementioned work, the article takes the customer management, commodity management and complaints management for example, makes a demand analysis about Hunan Tobacco Co. carrying out the tobacco CRM, and presents the demanding model of business and function. At the same time, regarding the key factors of affecting the tobacco CRM, it establishes a demand model of decesion-making support for Hunan Tobacco Co. and provides the bases for the company making a further analysis about CRM.On the basis of the demand analysis, the article makes a design of the tobacco CRM system for Hunan Tobacco Co..First, the article expatiates the rationale of the system design , then makes an overall design for the system on the basis of it, then makes the design according to the separate module on the basis of overall design. Through the system design, the article has set up a tobacco CRM system for Hunan Tobacco Co.in theory.In view of the complexity of establishing a tobacco CRM system, the article presents the strategy of carrying out the system. It puts the emphasis on the implementing steps of the CRM system and guarantee measures. It provides the basis for the company implemeting the CRMsystem smoothly.