Research Of Customer Relationship Management In SJCO Company

In recent years, a huge overcapacity problem has been existed in the domestic steelindustry, with a sharp fall in profits of the steel mills. The business of the related steeltrading enterprises has also been increasingly difficult. In such a business environment, theonly way for the steel trade enterprises to effectively promote the core competitiveness andkeep growing healthily in the long term is to establish a "customer-oriented" enterpriseculture, strengthen the management of customer relationship and serve customers well.The thesis first introduces the basic theory of the customer relationship and the relatedconcepts about "customer satisfaction","customer loyalty","customer value", and thenelaborate on the characteristics of industrial products marketing to which the steel tradingbelongs; Secondly, the necessity for SJCO to implement the new-style customer relationshipmanagement is pointed out and the possibility of the implementation is preliminarily provedby means of introducing and analyzing the development history, organizations and majorbusiness processes of SJCO, as well as the difficulties existing in operation combined withthe problems of the company’s customer relationship management; Then, relevant strategiesto improve customer relationship management (CRM) in this company are presented in aconcrete way, including planning in advance, level-to-level administration of customers,increasing customer satisfaction etc. Last but not the least, the author of the paper elaboratesthe CRM supporting measures which include the implementation of customer orientedenterprise culture and an optimization of institutional framework and business process basedon its enterprise culture, and brings the paper to a natural conclusion.The thesis expects to be able to effectively enhance the theories and applications levelof SJCO’s customer relationship management, improve the customer satisfaction of thisenterprise and promote the customer value by elaborating on the theories, analyzing theactual problems of the enterprise and providing the complete process of recommendationsfor improvement. Ultimately the purposes of promoting the development of the enterpriseand forming the core competitiveness of the enterprise will be achieved.