Research On Improvement Of Customer Relationship Management System In Harbin Jiuzhou Electrical Co.,Ltd

In the circumstances of the dynamic market and complex customer demand,an efficient management of the customer relationship plays a more and more important role in electrical machinery and equipment manufacturing enterprises.However,as the complex styles of customers,the coordination of customer relationship has become the bottleneck to promote products and expand markets.With this background,this dissertation analyses the customer relationship management(CRM)in Harbin Jiuzhou Electrical Co.,Ltd to improve its core competitiveness.Firstly,this dissertation analyzed the main situation of Jiuzhou Electrical Company.Then,the different types of customers were discussed based on different standards such as product otherness,etc.The characteristics of the company’s customers were also analyzed.After that,problems happened in the CRM process of Jiuzhou Electrical Company were summarized.Secondly,both the internal and external causes of CRM problems in Jiuzhou Electrical Company were discussed.And the internal causes include insufficient attention of the CRM,lack of executive client managers and imperfection of CRM system.External causes were discussed based on Porter’s Five Force Model,and were analyzed from competitors,buyers,etc.It is clear that the optimization of the CRM process in Jiuzhou Electrical Company should be started.Thirdly,based on scientific principles,the CRM structure was optimized from management structure,management system,and information system.The management structure can be optimized by setting suitable company culture,establishing a horizontal organization,and promoting business reengineering process.The management system can be optimized by optimizing the customer evaluation mechanism,performing differentiated management,etc.The information system can be optimized by purchasing advanced software and equipments,and updating related information technologies such as cloud computing technology.At last,this dissertation promoted several solutions to guarantee the optimization of the CRM system of Jiuzhou Electrical Company,which includes reinforcing the attitudes toward CRM,promoting the normative management of customer information,fostering more the inter-disciplinary talents,and promoting functions of the customer relationship management department.