Research On The Customer Relationship Management For RP Corporation

Trend of the global economy is increasingly apparent, more and more intensecompetition among enterprises and customer relationship management, modernmanagement model more and more domestic and foreign enterprises, the importanceof customers has also been gradually domesticenterprise awareness. Customers are thesource of corporate profits, but the enterprise of the how to get customers, how tomanage customers, how to use CRM to achieve the enterprise’s core competitiveness,many business managers do not know. Companies have not ignored their positioning,business development strategy is becoming more important. Customer relationshipmanagement from a strategic point of view, better-depth understanding of customerrelationship management. Customer relationship management system ultimately berealized through the integration of customer resources, optimize the organizationalstructure, improve staff quality, and optimize business processes to make corporatestrategic objectives.RP is one of the world’s largest supplier of waste paper. After2008, the wastepaper market has witnessed tremendous changes, market erosion of the position of aseller’s suppliers and increasingly fierce competition among suppliers. Competitors inthe implementation of low-price strategy and customers low-cost needs of the marketenvironment, enterprises urgently need to improve customer relationship management,integrated customer resources, long-term stable relationships with customers, improvecustomer loyalty and satisfaction, RP companies can revealing their own advantagesin the fierce competition in the market of waste paper.In this thesis, the use of customer relationship management theory, such asSWOT, Porter’s five forces model of RP’s customer relationship management statusquo analysis to identify the strengths and weaknesses of the company. And thenintegrate information, processes and personnel, the use of advanced managementmodel to improve and optimize the customer relationship management. This paperargues that in the high-speed development of the global economic environment,market competition is increasingly fierce, and customers low-cost strategy and thedemand for personalized, companies must break a seller’s market, there are goods toworry about selling the concept. To measure the performance standards not only insales, enterprise segment customers, looking for valuable customers, the rational allocation of company resources. Long-term stable customer relationships, andconstantly improve the quality of supply, optimize service processes, improvecustomer service levels to establish the confidence of customers’ repeat purchase, inorder to win a steady customer base, to maintain its market position and advantages.Customer as the center, around this center to constantly adjust and improve the lack ofenterprise, to enable enterprises to achieve long-term development goals.Statement at the introduction of this article the background and significance ofthe study. The second part is the customer relationship management theoryelaboration. The third part to RP, to identify the RP in customer relationshipmanagement deficiencies. The fourth section sets out the RP of CRM to improveprograms and processes. Part V of the RP, CRM effectiveness was evaluated throughthe Balanced Scorecard method. Part VI of the conclusions of a thesis.