Yingkou Mcnair Customer Relationship Management Study

Battery has been widely used in modern life. As a key element, the separator has a critical role in Valve Regulated Lead Acid (VELA) battery performance. With the high developing of Battery and the shaping of the competitive structure in China Battery Separator manufactures face more and more drastic competition. In the competitive marketplace, Battery Separator manufactures regardless of size are beginning to realize that customers play a important role to them. Therefore, the emphases of them are turned from producing, sal ing to the principle of "customer is center", which are not only better tailoredfor each customer, but are also more profitable to the businesses in the long run.The thesis adopts the form of case analysis. Based on stratigic management theory, we analyze its business environment, including the competitions, the customers and the company's own environment, to find the opportunity and the threat in external and internal environment, strength and weakness in internal organization. Using the marketing and CRM theory, we analyze the characteristic of and give the general framework and operating design to improve the CRM of Yingkou Rijie Battery Separator Ltd, On the basis of clarifying CRM. Finally, the measures to improve the market competition of Yingkou Rijie are suggested. As the research object of the thesis, the reforming process and operating pattern must have some sound effect on the developing small and middle size enterprises...