How To Improve The Core Competitiveness Of Analytical Instrument Manufacturing Enterprises

Customer Relationship Management (CRM) is a management mechanism which is customer-centric, taking customers as the most important resource, relying on the advanced management concepts, based on Internet technology, making the information of marketing, sales, customer care, service and support flow orderly, fully, timely and accurately between the customers and the enterprises, using the customer resource effectively, enhancing customer satisfaction and loyalty, maximizing customer value, thereby improving the core competitiveness of the enterprises.Although CRM is applied and researched extensively in the B2C enterprises such as the financials, telecommunications, utilities, it is rarely in the B2B enterprises. Analytical instruments are high tech products, they are expense and complex, and the analytical instrument enterprises are typically B2B.In the past, CRM was applied rarely in high tech instrument manufacturing enterprises, but it can’t be ignored that CRM can improve the core competitiveness of these enterprises.This paper will take W company, the leader of the analytical instrument enterprises, as an example; firstly, using PEST analysis model to outline the macro marketing environment of analytical instrument market; secondly, using Potter’s five forces model to analysis the micro environment of W company, and use the SWOT method of comprehensive to analysis its advantages and disadvantages, put forward to analysis the challenge in the enterprise equipment industry and the existing problems in all aspects of its own business; finally, using the theoretical framework of integrated marketing and using theory and function of CRM, focusing on how to use CRM to make the information of marketing, sales, customer care, service and support flow orderly, fully, timely and accurately between the customers and the enterprises, to use the customer resource effectively, to enhance customer satisfaction and loyalty, to maximize customer value, thereby to improve the core competitiveness of the enterprises. The author hopes to provide useful reference to the Chinese analysis instrument manufacturers.