Research On The Improvement Of CRM Between FAW-VW And 4S Dealers

Generally, the research related to CRM in theory and practice focuses on consumers. In theory, customer refers to any entity in the upstream and downstream of the enterprise. In practice, in the era of whole value chain competition, both the upstream and downstream enterprises should become important customer. In this sense, 4S dealers should be very important customer of auto manufacturers. This article is not to discuss customer recognition, but to study theimprovement of CRM between FAW-VW and 4S dealers on the position of FAW-VW.Both the current internal background and the change of external environment require CRM improvement between FAW-VW and 4S dealers. From the inside, bad customer relationship has affected the two parties’ cooperation and the achievement of their business goals in the auto market. Therefore, this paper summarizes the present situation of CRM between FAW-VW and 4S dealers in terms of CRM responsibilities, customer development, communication mechanism and conflict embodiment, points out the current problems, such as lack of cooperativeness in development strategy formulation, relatively rigid management, excessive use of power and style over content. Through analysis, the cause of the problems are found, including customer concept lagging, lack of common interests, policy empowerment of auto manufactures, uneven return and distribution, communication mechanism.By looking into the CRM between FAW-VW and 4S dealers, the internal problems and causes are made clear.From the outside, the deep political and economicreform of China, the development of science and technology and social cultural diversity raise demand on CRM,including establishing the CRM of equality and compliance, responding cooperatively and rapidly to market changes, fair return and distribution, manufacturer leading 4S dealers’ development.According to the above analysis, this paper puts forward a scheme for improving the CRM from four aspects:the concept, the standing point, theresponsibilities, and the scope.As to the scope, this paper creatively comes up with the idea that the CRM between FAW-VW and 4S Dealers shall be improved by taking into accountthe whole value chain inside FAW-VW.In compliance with the above formulation principles, the paper takes 4R theory as framework, illustrates the improvement of CRM between FAW-VW and 4S dealers in four dimensions: association, rapid response, return and partnership. In view of establishing association, common perspectives and targets should be built to collaboratively respond to changes. In view of rapid response, it is urgent for 4S dealers to reform and form a flexible system of production supply and marketing, to be more market-oriented in marketing, to reform regional organizations and to improve the efficiency of approval and payment. In view of return, it is necessary to lightenthe burden of 4S dealers by setting up scientific business policies and optimize the internal operation costs and expenses of FAW-VW. In view of partnership, new departments shall be established, communication mechanism shall be improved and active involvement of 4S dealers shall be encouraged. As for the aboveaspectsmentioned, it is the first time to form a flexible system of production supply and marketing in accordance with the characteristics of the auto industry and the current situation of FAW-VW in theory and practice.The CRM improvement scheme holds on well at the current situation, looking forward to the future needs. Therefore, related guarantee measuresare indispensable.It will be effective to build qualified human resource system, to provide effective financial budget support, to establish 4S dealers’ CRM system, and to build 4S dealers’ satisfaction system for FAW-VW. Among them, building 4S dealers’ satisfaction system for FAW-VW is the most original, which can point out correct direction for improving CRM between FAW-VW and 4S dealers.In conclusion, this paper targets at improving CRM between FAW-VW and 4S dealers. Due to the commonness among FAW-VW and many other auto manufactures, this paper is theoretically and practically significant. The CRM improvement scheme and related guarantee measures will be critical and helpful in coping with the problems of CRM.