Study On The Customer Relationship Management Of Synthetic Resin Product Of Sinopec In South China

Synthetic resin product as one of the most important product of petrochemical productsin China, with the deepening of the reform and the maturing of the socialist market economysystem, has entered a meager profit era. Because of the long-time state-owned enterprisesoperating environment, the rootedness of the business model, the lack of the marketawareness and the short of the customer relationship management, whoever aim to earn theprofit in a market economy environment or to have a living space will be tougher and tougher.So you need to take the customer as a center, which you also need to build and to improve therelationship, so as to give full play to the comprehensive advantage of the trading state-ownedenterprises, and to keep its stabling living and development.This thesis first introduces the actuality situation of the customer relationshipmanagement of the Sinopec synthetic resin products in south China, which mainly states thecustomer manager system, customer classification management, customer complaints,technical services, CRM system; making use of the theories of the customer relationshipmanagement to diagnose the six existing problem of the enterprise, which includes the system,mechanism, marketing strategy, key customer management, staff, CRM system. Finally,according to the result of diagnose, this thesis put forwards a series of improvement measures,including the building of the concept of customer relationship management, improving of thesystems、the mechanisms and the CRM system, strengthening the application of marketingtheory、the key customer management、the construction of staff team and the management andimprove the CRM system, and so on.This thesis points the proposal and countermeasures to the Sinopec customer relationshipmanagement synthetic resin products on the basis of its existing situation, in order to changethe traditional operating model and the service level, to optimize the organization of thecompany and process, embody "take the customer as the center" the service idea, increasesouth China regional synthetic resin products market shares, improve customer loyalty,enhance the core competitiveness of Sinopec.