Study On Customer Relationship Management Strategy Of TD Chinese Company

Since 2008 the world economic crisis,the global industrial production growth at low speed,commodity prices continue to fall.Developed countries economic recovery prospects uncertain,growth in emerging economies fell gradually,the depth of the global economy is in crisis after adjustment,the present low growth characteristics,unbalanced,many risks.Our domestic economy downward pressure is still large,industrial investment projects to reduce gradually,for traditional machinery manufacturing industry such as TEREX-DEMAG Chinese company(TD Chinese company)impact is bigger,TD Chinese company did not flinch in the face of crisis but actively seeking changeBased on the TD Chinese Company as research object,on the basis of analyzed the international and domestic economic development in r ecent years in detail,using the questionnaire method,practice research method,study methods such as literature analysis.This paper introduces customer relationship management KANO model,the customer pyramid,CRM six main functions and technical requirements,customer lifetime cycle with the theory of domestic and foreign advanced.Analyses the TD Chinese company customer life cycle,and with the help of the related theory to analyze the problems existing in the TD Chinese Company,main problems are customer hierarchical fuzzy,employee service consciousness is not strong,new product and customer demand for decoupling and old customer erosion is serious.Aiming at the shortcomings of the TD company customer relationship management in China put forward t he principle of overall improvement,new product quality improvement,c ustomer classification,improve staff service consciousness and recover lost old customers on the specific strategies to improve.The paper further discusses the TD Chinese company customer relationship management to improve the relevant security measures,respectively from the enterprise culture cognition,organization construction,liaison office construction,CRM system of customer relationship management strategy improved from the as pects such as related to security.The purpose of this thesis lies in applying the advanced knowledge of customer relationship management,combining with the TD Chinese company in the practice of customer relationship management,customer relationship management strategy in the TD China company was improved,the company retain old customers and develop new customers in the fierce competition in the market,improve the competitiveness of enterprises in the Chinese market.