Lu'an City Tobacco Company Customer Relationship Management Study

According to the current situation of Liuan Tobacco Company, this paper combined with relative theories of management and marketing, especially that of service marketing, it is proposed to establish Customer Relations Management System (CRM) and customer database, to analyze scientifically customers' type, to provide customers with technical support, and to rebuild the tobacco network in Liuan district, so as to form a Win-Win relationship with retailers, to improve Customer's Satisfaction, to build Customers' Loyalty, and to keep and enlarge market share.This paper is divided into 4 parts. The 1st part is about the research intention of this paper; the 2nd part is about theories, especially relative theories concerning Custom Relations Management; the 3rd part is about analysis on current situation of Liuan Tobacco Company, introducing the practices and experiences about the former customer relations management of the Company, as well as current situation of that, discussing the reason of the current situation. In the last part, it is submitted to establish customers' database, as well as relative custom relations management strategy, such as creating and passing on customer value, etc.