Research On Customer Relationship Management Strategy Of Small And Medium-sized Supply Chain Enterprise

Since reform and opening, along with the rapid development of international trade, China’s freight forwarding industry has made rapid development. Join the WTO as well as the freight forwarding industry by the examination and approval system to a registration system, the full realization of the opening and internal development, while greatly reducing the barriers to entry, so that more and more people into the industry. In general, China’s forward profitability is low, concentrated in traditional business, lack of innovation. Situation of world economic integration, the face of the international freight forwarding companies have entered China, China’s international freight forwarding industry, especially small and medium-forwarding will face enormous challenges.The face of increasingly difficult market environment, the survival as small cracks in the international freight forwarding business, how to find their own core competitive advantage in a highly competitive marketplace, a place in corporate strategic planning is the key to the future. This article by Shanghai A International Logistics Limited (referred to as company A) for analysis to identify company A’s core competence lies in building customer relationship management system, focusing on different characteristics of customers, through the company’s CRM system implementation for the company’s future may be provide a solid foundation for sustainable development. For many small and thus the future development of international freight forwarding companies to provide some reasonable suggestions.Introduction section, a brief description of the research background, meaning and purpose, ideas and methods, combined with recent research on customer relationship management major theories elaborated. Chapter2is mainly an overview of the industry presentation and analysis of China’s small and medium international freight forwarding industry faced difficulties to survive, and the current small and medium enterprises in the international freight forwarding customer relationship management problems. Chapter3describes the main company A’s current customer relationship management and the need to solve the problem. First, a brief introduction to company A’s case, and then the various departments of the company to make the problems targeted analysis to CRM current problems detailed analysis. Chapter4addresses why the company A to implement customer relationship management. Through its strategic analysis, and combined analysis of the problems in Chapter3, and then propose differentiated customer relationship management strategy.Chapter5is the core part, from company A’s operating philosophy, services, process reengineering and customer churn processing and other parts of the company A’s differentiated customer relationship management system has been reconstructed. Combined with the company status obtained with characteristics of differentiated customer classification criteria, such as customer loyalty surveys, customer creditworthiness testing and re-improved company A’s customer business service processes. Chapter6, on the company A’s implement differentiated customer relationship management system effects and realistic assessment of the significance. Chapter7, Conclusion and concise summary of the company A’s implement differentiated customer relationship management role.