Study On Customer Relationship Management Strategy Of Eickhoff

With the continued downturn of state economy,market demand continues to shrink,along with the gradually narrowing of the technological gap between enterprises,market competition is becoming increasingly fierce.In order to adapt to the bad market situation,to maintain the leading position and competitive advantage,Many companies are beginning to rethink their business strategy and looking for appropriate strategies for the company's development.As we know,the essence of enterprise operation is the competition and maintenance of customer resources,who could seize the customer,who would be able to survive for long term.Therefore,the establishment of "customer centric" strategy and the level of customer management directly affect company's benefit.The research object of this thesis is Eickhoff,a German company engaged in the production of shearer.Since the establishment of the company,it has been dominated in the field of high-end shearer by technology innovation.In recent years,due to the coal industry depression,the company encountered big problems,company executives began to developing a CRM improvement strategy in accordance with the development and the strategy of the company.