Study Of Customer Relationship Management Strategy For PO Company In Industrial Products Industry

This thesis takes PO company as the research object based on the theories of customer relationship management(CRM), through introduction of industry background, and competition situation of PO company in market, and its color masterbatch business analysis, pointed out that it is important for PO company to carry out the customer relationship management(CRM) in the fierce market competition,Focus on the use of customer life cycle theory, customer satisfaction and loyalty theory, researched the status of PO company about customer information, product customization, sales activities, customer service in customer relationship management(CRM). At the same time, analyzed the sales of PO company about market segmentation, customer type, customer satisfaction and marketing strategy. It found that PO company customer relationship management(CRM) problems, which point out that customer segmentation not enough, limited product customization, poor feedback from customer experience, lack of loyalty.According to current questions of PO company’s customer relationship management(CRM), gave some suggestions which from customer segmentation, product customization and customer satisfaction: strengthen the customer segmentation, rich customization demand, improve sales force customer management capability, continuous improvement of customer relationship and create customer loyalty in finally.