A Comparative Research On CRM Between Self-Owned Brand And Joint Venture Brand 4S Auto-shop

In recent years,with China's automobile production and sales increased significantly,various brands of automobile manufacturers to accelerate the expansion of the network,the automobile industry is becoming more and more copetitive,the survival and development pressure of automotive 4S shop will increase.Under such background,the automobile market is gradually transferred to the buyer's market,and customers have become the most important resource for the4 S Auto-shop.If you want to occupy a place in today's car market,4S Auto-shop must change the management idea,starting from the perspective of “customer demand”,in order to improve customer satisfaction as the main business target.Thus,CRM as an important means to improve customer satisfaction has become the focus of 4S Auto-shop.The Self-owned brand automobile is the hope of the development of China's automobile industry.Although many of Self-owned brand 4S auto-shops have gradually realized the importance of CRM.But because the theory into China's automotive industry is late,the application of CRM in most self-owned brand 4S Auto-shop is still in the form of shouted slogans,in the concept of cognition and practical application,there are still many shortcomings and improvement space.Therefore,this research aims at this situation,and based on the analysis of the actual working experience and the author's reaearch process,with the CRM of Self-owned brand 4S Auto-shop(GAC trumpchi JH shop)and the relatively advanced joint venture brands(TOYOTA CY shop)as the research object,comparative analysis the application of CRM between this two brands.Through designing a comprehensive evaluation index system of customer satisfaction,by using the method of fuzzy comprehensive evaluation,focus on customer satisfaction as the primary evaluation index,and comparative analysis the insufficient and the direction of improvement ofthe Self-owned brand 4S Auto-shop customer relationship management.Based on the actual characteristics of customer relationship management in 4S Auto-shop,this research constructs a performance evaluation index system of customer relationship management with distinct characteristics,provide a strong basis for the 4S auto-shop customer relationship management performance evaluation.In addition,based on the practical data acquisition and processing,calculation and analysis,this reaearch puts forward some specific suggestions for improvement.This can provide valuable reference for the customer relationship management practice of China's own brand car 4S shop.