Ac Supermarket Crm Implementation Planning

Coming into Dec 2004,along with totally opening Chinese retail market to foreign company as actualizing the promise of being member of WTO, there is more and more fierce competition in Chinese retailing. Domestic retail companies face the drastic competition and pressure. To confront the challenge, domestic retailing would turn from traditional product-oriented management to customer-oriented management. Good customer relationship is the vital resource for the domestic retail company to survive and develop. A few years before, CRM theory and technology have been used successfully in automobile sale and pharmaceutical company in China. But few retail companies have implemented CRM plan successfully. Ever being the executive in leading international retail company, the author is the retailing insider and want to tell the necessity to domestic retail company in improving customer service level and implementing CRM. During studying the knowledge of CRM systematically and making the retail marketing survey, the author forms the CRM implementation plan for AC store as the MBA dissertation. It is also provided to AC store manager for suggestions. The dissertation is mainly composed of these parts –condition analysis of AC store, introduction of CRM theory, feasibility analysis, planning, related transformation happened in AC store and pivotal factors in successful implementation of CRM. The third chapter –the planning and implementation part is the core part of the dissertation. In the chapter, the author firstly introduces the planning of implementation,secondly expresses the organization structure of the AC store adjusted according to...