The Lubricating Grease Marketing Strategy Research In KGC Based On CRM Theory

Lube products does not have the same marketing idea with the common consumable product for its properties of serving industrial customers. Tianjin Kyodo Greatwall Lube & Grease Co., Ltd. (KGC) base on the conviction of“Enlighten wisdom, from solving the lubrication problem, expend the resource, protect the environment, satisfy the progress of other industries”, take advantage of CRM theory to continuous contact with customers, understand their demands and changes, to acquire the requirements and advices from them. CRM can comprehensive the information from every contact points with customer, to establish an information bank, so as whole company can share these information. It can not only improve efficiency, save costs, but also accelerate the response to customer’s changes. CRM keep and acquire customers through understand and affect customer’s action, also to provide in-person service. CRM can find the potential customers, arouse their demands, to gain the first-strike.The thesis is divided into five Chapters. Chapter one is an introduction which mainly includes the background, meaning and content in researching. Chapter two is retrospect the theory of CRM, introduces its concept, creation, tendency and core objective. Chapter three introduces the status of Chinese lubricating grease, explains the lubricating grease’s concept, industry characteristics, demand– supply and prediction. Chapter four introduces KGC, analyze market situation and point out the importance of CRM to KGC. Chapter five segments KGC’s customer groups, researches business process optimization, through the introduction of CRM, let the customers be KGC’s most important wealth. Build the customer information bank, utilize data mining method analyze customer information resource, improve customer service and create value for customers.