Research On Customer Relation Management Of Shenzhen Tobacco Commercial Enterprises

ABSTRACT:Customer relation management(CRM), a kind of management idea and method for enterprise development, is regarding information technology as the carrier. Through redesigning and re-optimizing customer-centered business process, CRM is aiming at further improving customer service level, meeting diversified needs of customers, and therefore improving the degrees of satisfaction and reliance of customers on products, enhancing the close relation between customers and enterprises and promoting enterprise development. Currently, CRM has been applied and promoted in all major industries in China. To the tobacco industry, due to its implementation of monopoly franchise system protected by Law of the Peoples Republic of China on Tobacco Monopoly, its enterprise management mechanism tends to be characterized by features of planned economy, such as the high operating cost, unreasonable salary system, low degree of customer satisfaction and weak competence of the enterprises. In the Third Plenary Session of18th CPC Central Committee, the proposal of "deepening the economic structural reform by centering around the decisive role of market in resource allocation" was explicitly emphasized, which has highlighted the determination and abilities of the communist party of China and Chinese government for continuing to deepening the reform in future. Therefore, it is an inevitable choice for tobacco enterprises to change the development mechanism, deepen the market operation, improve the management level and increase the enterprise competence. As enterprises that own as many as30million retail clients, tobacco enterprises of China are facing a challenge of how to take advantage of available resources to further optimize their relationships with customers. On the other hand, CRM, as an important management tool for modern enterprises to improve their customer relationships, has become an optimal choice for the tobacco enterprises.This thesis analyzes the general theory of customer relationship management, the concept of customer relationship management and content are defined; studies the operating conditions of China’s tobacco industry, analyzes how companies should deal with the tobacco business in the future facing more intense competition, stresses the importance of customer relationship management to enhance the competitive strength; binding status of the tobacco business enterprises operating in Shenzhen, studies architecture and strategic design framework Shenzhen tobacco business enterprise customer relationship management; analyzes how to build full featured Shenzhen tobacco customer Relationship Management systems.