Haier Company Customer Relationship Management Research

By writing this article, we can test the author’s achievement during the the past two years’learning in the Southwest University of Finance and Economy MBA Administration, What’s more important is that through the thesis writing and answering process, the author can understand and master the theoretical knowledge and use them practically in works in the future. The subject of this article is "Haier Customer Relationship Management", bsed on the Haier Group’s own characteristics, and combined with the implementation of customer relationship management and its theoretical analysis and research, the paper has the following learning objectives:Firstly,to understand and master the CRM customer relationship management system which includes the modern marketing theory and method; Secondly, to understand and master the methord of analysing complex cases and a systematic approach; Thirdly, to put the research results in practical works. The process of writing has always based on the combination of theory and practice research method, through a large number of interview to the staff of various departments, the another has got a great deal of very valuable first-hand information and data, and then draw conclusions from applying the theoretical knowledge to analysis of the company’s specific cases. The theory of this paper mainly includes the relationship of modern marketing, database marketing theory, marketing theory, personalized marketing theory, and also a number of management principles, the theory of strategic management such as organizational structure theory, incentive theory and so on.As we all know,the house electrical appliance industry have made a great progress in the past two decades,during which the customer relationship management has played an important role. It is very important and of great significance to srengthen the customer relationship management for the household electrical appliance enterprises to capture maximized market, and to achieve good sales performance. In customer management, as a leader in home appliance industry in China Haier Group has successful experience, of course, there are also some inevitable problems.Especially with the globalization of Haier, the management of existing customers are faced with the urgent need for reformatin. The author believes that to increase personalized consumer demand,in an increasingly competitive market environment, enterprises rely solely on their own ability are difficult to provide consumers with high customer value products,as a result,it will be difficult to establish and maintain customer relationships.So we must have the following important changes:Firstly, the customer relationship management systems requires the application of advanced information technology to build new business relationships with customers and to achieve sustainable profitable business objectives;Secondly, the basic framework of customer relationship management system is to find customers, to communicate with customers and to adjust the corresponding management system. Thirdly, the core of customer relationship management system is personalized marketing, to meet the customer’s individual requirements by personalized marketing. To demonstrate this view, the author divided this thesis into five chapters.In the first chapter, the author introduces the purpose, significance, methods, and structural framework of this research.In the second chapter the author introduces the theoretical basis and application of customer relationship management CRM system, a detailed description of the meaning of customer relationship management CRM, the problems of the old CRM form, the CRM functionality to be achieved and related marketing theory, such as relationship marketing theory. Meanwhile, the author also describes Haier’s ideas and design on CRM system.And then,the article introduced the application situation of CRM system in home and abroad and the development trends. The third chapter describes the background of Haier, including the Haier’s basic situation and the competitive situation in the husehold electrical appliance industry, at the same time,it introduces Haier’s problems in customer relationship management, as well as Haier’s favorable conditions and major reasons to implement CRM systemChapterⅣ, the specific description of the Haier’s customer relationship management system implementation plan, and introduced the Haier company’s CRM system structure and the main stages of system operation. The author explains and justifies these theoretical role in the CRM system by using the theory of relationship marketing, database marketing theory and structure theory, motivation theory. In the second half of this chapter, the authorconcludes the results of the application of Haier CRM customer management system.ChapterⅤ, it has a conclusion and outlook on the Haier customer relationship management,which sums up to the following conclusions: the CRM customer relationship management system is a product of combination of modern marketing theory and modern information technology, it analysed effectively the large amounts of data, and finds out the major customers and key clients, then meet the individual needs of our customers to realize a virtuous cycle of business and customers, and eventurally achieve the enterprise goal of sustained profitability. The article researches on the Haier’s customer relationship management in the hope of providing the Haier Group’s customer management with some guidance, and it also has some reference value to the other domestic household electrical appliances business’ customer relationship management.Finally, many thanks to the teachers and the reply to the Steering Committee.