Research On Customer Relation Marangement (CRM) Of Guangzhou Baiyun Airport Group

Customer Relation Management(CRM) has been a indispensable tool of Modernindustry and commerce and E-business. CRM is an very important part to the politics of allthe company and becomes a new focus to the marketing management.Guangzhou NewBaiyun International Airport(hereinafter referred to as the Baiyun Airport) is one of thebiggest three civil airport in China. As a transportation junction,the passenger throughput ofBaiyun Airport has been reached to25million by2010.The cargo throughput has beenreached to1.1million every year.Baiyun Airport introduces CRM to improve its service andensure its sustainable development.The thesis shows the research background,objective, significance and methods of CRMof Guangzhou Baiyun Airport Group.I discuss research trends on CRM at home and abroad,probe deeply into the basic theory of CRM,including theory analysis,connotationrevealed,specific characteristics and problem analysis.Combining our actual condition ofBaiyun Group,our customers,and the problems, I propose a set of solution of the CRM ofBaiyun Airport Group,including policy,system framework,carry-out and examples.At last, Idivide the safeguard mechanism of CRM into three part: Selection,Program and Carry-out.As a technology,CRM is well known and used widely.But as a method of management,itshould be combined with the company system,resources,Personnel training and enterprise culture.Based on the local economy, society andcultural environment, CRM of Baiyun Airport Group integrates the company,reproduce theprogram, improve the business efficiency and customer service and strengthen the companycompetitiveness.