Research On CRM Of HBSJ Motors 4S Shops

Along with our country economic development into the new normal and auto market development in our country the influence of the base effect, China’s automobile market demand at the level of low speed growth, the other domestic auto makers excess capacity and network rapid expansion, cause imbalance between supply and demand of China’s auto market competition is fierce. Customer acquisition, retained, save as a primary problem of domestic automobile enterprises, prompted China’s auto 4 s shops competition shifted to improve customer satisfaction and loyalty, customer value for development. Thus, customer relationship management(CRM) on the survival and development of auto 4 s shop has the vital significance.In this paper, the customer relationship management(CRM) as the basis of business philosophy and thinking of the application of the basic theory: the theory of customer life cycle, Customer details, customer value theory, customer loyalty theory, make Hebei century automobile 4S shop to fully understand the customer, provide targeted products and services to meet customer needs, improve the relationship between with the promotion of enterprises and customers, maximize the value of the customer, the enterprise and customer win-win, and improve the competitiveness of enterprises.First of all, this paper puts forward the research of customer relationship management(CRM) in the background and significance of the application of auto 4S shop, and then study the status of domestic and international customer relationship management(CRM) analysis to deepen the understanding and comprehension, pointed out that the customer relationship management(CRM) research contents and methods and the innovation of the paper, in the customer relationship management(CRM) on the basis of the theory are summarized and analyzed, put forward the theoretical basis of this article.Secondly, based on the theory of customer relationship management(CRM) as the basis, from the analysis of Hebei century automobile 4S stores pre-sales, customer service three links and access to existing problems and causes in customer relationship management.On the basis of the auto 4S shop customer relationship management problems in Hebeicentury pre-market proposed potential customer acquisition and subdivision; in the sale process and customer service points and provide personalized, targeted products and services to meet customer needs, enhance customer satisfaction and loyalty, won the customer’s current value and potential value.Finally, this article proposed the Hebei century automobile 4S stores the implementation of customer relationship management system. Hebei century automobile 4S shop staff satisfaction, strengthen customer information management, optimize customer centric aspects of business process work through ascension, in order to ensure the implementation of customer relationship management. Customer relationship management is a system engineering, cannot do without cooperation between each department and staff 4S shop in Hebei century. To provide theoretical guidance for customer relationship management, the author hope to Hebei century automobile 4S shop promotion, boost its customer satisfaction and loyalty, improve the competitiveness of the company finally to improve the enterprise benefit by; on the other hand, the domestic automobile 4S shop operators to provide reference in customer relationship management.