Optical Fiber And Cable Enterprises To Implement Customer Relationship Management Strategies Discussed

This paper originates from the exploration and reflection of the author during the practical work in optical fiber and cable corporations. Optical fiber and cable industry is a kind of high-technology industry itself and it has possessed the foundation of implementing CRM. In the severe competition of fiber and cable industry, customer resources and effective CRM implementation of the manufacturer is a vital way of promoting the competitiveness of the manufacturer. Optical fiber and cable corporations overseas have accumulated successful experience in implementation of CRM and formed their own commercial pattern. However, every optical fiber and cable corporation at home started later in this aspect. We can use successful experience of foreign companies for reference and combine with own condition of domestic manufacturer, and can also do some perspective discussions about implementation of CRM in optical fiber and cable business. Due to great development of domestic optical fiber and cable corporations, we have made great progress in optical fiber and cable business. However, some profound questions display, and business of enterprises is pregnant with the enormous change. Because of the opening of the trade, the entrance of overseas and domestic new enterprises, the homogeneity of the product is strengthened; price war is placed on the table; and the competition of the market reaches the fierce state. Domestic optical fiber and cable communication industry developed a lot from coming into the market to 2000. In 2001, it reached great prosperity period. But since 2002, the market price has been unprecedented low. During these years, constant change took place in optical fiber and cable industry of the world. Every manufacturer has witnessed the upsurge of Internet and the short supply of global optical fiber and cables. But global key network lowered the temperature suddenly, which caused great confusion of the manufacturers. Furthermore, overseas enterprises accelerate infiltration in Chinese market, which leads to severe Chinese market disasters. Thus, for limited market share, price war is driven and the market competition is mare and more fiery. As a result, in order to succeed in the market, domestic optical fiber and cable enterprises must move from replying on monopolizing the advantage and making the profit to depending on combining one's own resources (especially customer resources). And they must advocate the transition of the new-type management style. Because there was not real competition before, "customer-oriented" business principle does not really function. Optical fiber and cable corporations only offer simplified product and without considering special demand of different groups. The reason is that there are not so many optical fiber and cable enterprises to offer business for these customer groups. From monopolization to gradually opening market, more and more manufacturers want to get into the optical fiber and cable market to share the profit. Optical fiber and cable industry has steeped into the stage of transition from extensive management to intensive management. Attracting and keeping customers, cultivating loyal customers have been decisive factor of enterprises among the fierce competition. In order to realize the transition from product-oriented to customer-oriented concept, most overseas optical fiber and cable corporations have founded their own CRM system to promote their marketing capability at present. Domestic optical fiber and cable manufacturers lag behind obviously although some of them have made beneficial attempt and exploration in CRM. However, there are only locally implementations or experiments. There is a long way to go to apply CRM in optical fiber and cable industry. Because of this, in both theoretical and positive way, the paper describe application of CRM inoptical fiber and cable industry comprehensively, and also attempt to make preliminary discussion about the strategies of applying CRM to optical fiber and cable industry. The purpose of this subject as f...