Research On The Customer Relations Management And Improvement Of XD Company

In the era of economic integration, the knowledge-based economy and theincreasingly fierce competition in the market, strengthen the customer relationshipmanagement is a modern enterprise to carry out a very important marketing activities, itdeeply affects the survival and development of the company’s future direction. SinceChina’s accession to the WTO, China’s construction machinery industry is developingrapidly, especially from "five-year plan" construction machinery industry has achievedten consecutive years of rapid growth, has entered a new stage of development. Butcompared to the high－speed growth of the construction machinery industry, the maineconomic indicators of the construction machinery industry’s has trend of overalldownturn. At the same time, market competition further intensified within the industry,and product differentiation is shrinking and the homogenization of services, constructionmachinery companies want to grasp the current opportunity in the fierce marketcompetition, gain competitive advantage, the construction machinery company isnecessary to improve customer service, enhance customer relationship management.Based on the theory of customer relationship、customer life cycle theory、customervalue theory and relationship marketing theory, this thesis take XD company’s customerrelationship management’s status to make the system of theoretical analysis and empiricalstudy, and after introduces the research background and significance, and on the basis ofanalysis of the construction machinery industry’s customer characteristics, from the viewof the customer relationship management’s organization and processes, categorymanagement strategy and information systems conducted in－depth analysis to thecustomer relationship management’s status of XD company. The study show that XDcompany’s customer relationship management’s organization and processes, categorymanagement strategy and information systems are exists many problem, which isn’t adaptto market of development and customer of need, the existence of these problems is notconducive to better enhance and maintain the old customer loyalty and develop new customers. So the reality society requires strengthening and improving the company’scustomer relationship management. According to problems of XD company’s customerrelationship management, the thesis proposed improvement strategies for customerrelationship management and safeguard measures in XD company. So as to promote theXD company customer relationship management level, improve customer satisfaction, toachieve a win-win business with customers.