Research On Customer Relation Management Of ZY Company

Although domestic life science industry has not been developed, it faces the same problem which the traditional industries face. The problem is the essential change of traditional business models in the traditional industries, with the d evelopment of the electronic information technology and ra pid improvement of the WEB network economy. Most life science-re lated enterprises are corpor ate sales agents, selling foreign companies' products. Thus lacking of independent property right restricts the enterprises' self-development while they are in the direct-selling competition with foreign companies lik e Thermo Fisher Sc ientific and Sigm a. Nowadays, except monopolized industry, almost all the indus tries are in the perfect co mpetition. The products or services provided by these i ndustries are completely homogeneous with the diminution of the competitive advantages of own characteristics. Therefore during the competition, to satisfy the custom ers' requirements and to i mprove customer service are very significant. Custom ers have higher requirements on the convenient services, the quality, personalization and value of the products. So enterprises should transform from based tr aditional sales opera tion models into the cus tomer-oriented and customer-centered service to satisf y the constan tly increasing choices and expectations. It is expected that future market competition will be fiercer and crueler, developing from simple price competition into the non-price competition.This paper analyzes ZY Company, analyzes the status quos and existing problem s of customer relation management and works out the solutions to im prove the level of customer relation management, reduce the cost of the developing new custom ers and transaction, attract and maintain more customers and eventually earn more profits.The paper is divided into seven chapters. Chapter 1 introduces briefly introduce the background, research reason a nd significance. In the chapte r 2, literature reviews related to this topic summarize some theories about definitions of CRM from different perspectives and their evolu tionary processes, the rela tionship between relationship marketing and CRM and relationship marketing. Chapter 3 introduces the development of the company and analyzes the status quos and sales perform ances. Chapter 4 analyzes ZY company's existing problems in custom er relation and identifies the causes, providi ng theoretical basis for the so lutions and suggestions in the next chapter. According to th e result of the research, chapter 5 devises th e customer relation m anagement plan, such as setting m arketing theory of custom er relation management target, how to subdivide and select valuable customer. Chapter 6 emphasizes the im portance of construction of internal relationship m anagement system and the function of professional m arketing teams, proposes how to im prove CRM ability and how to perfect CRM strategy. The last part summarizes the research, points out the limitations of the research and shows the expectation for the follow-up research.Combing theory and practice, this paper car ried out a research on custom er relation management and put forward som e practical improvement measures. Hoping it can make some enlightments on domestic life science industry.