Research On Customer Relationship Management Of ATG Corporation

With rapid economic development, marketing competition is more and more intensive, enterprises also realized the “product-centric” management is unable to meet the needs of development, customer as a resource of enterprises, playing a vital role to the survival and development of enterprises, “customer-centered” management concept has been generally accepted. But how to manage customer resources effectively is still a challenge. Based on this background, the thesis taking ATG Company as an objective, analysis to the customer management, put forward the corresponding customer management strategy.ATG is specialized in making heated glass doors of refrigerated showcases. Their main customers are supermarkets and showcase manufactures. After eight years of development, ATG has made many achievements. With an increasing competitive market, a lot of problems exposed on customer relationship management. Such as how to improve customer satisfactions, set customer ranking management, create customer data base, to promote customer values to achieve sustainable development.The research content of this thesis includes:The first chapter is introduction to research background. Summarize current literature from both domestic and foreign on customer relationship management.The second chapter literature mainly carries on elaboration to the theories of customer relationship marketing theories and customer value theories that provide theoretical basis for subsequent researches.The third chapter is through introduction of ATG Company and SWOT analysis to ATG Company, came out the SWOT conclusion.The fourth Chapter is analysis to ATG's customer relationship management, and the existing problems of ATG Company's customer relationship management. The fifth chapter is improvement plans to ATG's customer relationship management, in allusion to the existing problems of ATG Company's customer relationship management, come up with detailed improvement plans. Mainly as promote customer satisfaction, implement customer ranking management, and create customer management data base.The sixth chapter is internal support to implement CRM, such as take customer-oriented allocation, improve to company organization, and settle company business procedures.The thesis has combined the CRM theory and ATG's practices, put forward the CRM strategy, this research to help improve the company's CRM level, and further improve to company's core competiveness, and also has certain reference significance to CRM of similar small and medium enterprises.