Research On Optimization Of Customer Relationship Management Of H Steel Company

In 2015,the State Council issued the "made in China 2025" strategic plan to accelerate the upgrading of the manufacturing industry and promote the implementation of manufacturing power."Made in China 2025" has identified nine strategic tasks and priorities.One of the most core is the transformation of the manufacturing industry.As an important pillar of the manufacturing industry,the upstream steel industry has also made changes accordingly,focusing on the implementation of product structure adjustment and technology upgrading.Along with the country to environmental protection strict control,has accelerated the iron and steel enterprise to eliminate the backward variety speed,the iron and steel industry product structure adjustment is imminent.As the product structure changes,the marketing organization structure and customer relationship also change accordingly.Therefore,in-depth analysis of state-owned iron and steel enterprises existing customer relationship problems,find the existing system to restrict the bottleneck of enterprise development,to solve the problem,in order to adapt to the current state-owned iron and steel enterprises customer relationship development.This article attempts in the background of the transformation and upgrading of state-owned steel mills to adjust product structure,product structure change in the customer relationship management,with H steel company as an example,using the theory of relationship marketing theory,customer relationship and big customer theory as the theoretical support for the preliminary analysis,adopt the method of literature review and questionnaire,the study of H steel company of customer relationship management.Paper first to the H steel enterprise facing the macro situation,industry status and competitive situation of in-depth analysis,secondly through to the enterprise customer customer satisfaction questionnaire,investigation in this paper,the problems that exist in the customer relationship management,and then further analyze the reasons of the problems,finally put forward the optimization of H steel company corresponding measures of customer relationship management.On the customer relationship management H steel company at present the main problems are: the lack of new marketing culture idea of industry development mode,the company marketing business process is multifarious,unable to meet the requirements of changes in the market for rapid response,traditional performance system,lack of energy,cannot effectively motivate sales enthusiasm and loose big customer management workis not really implement.H iron and steel company should re-establish the concept of marketing culture,comb and optimize the marketing business process,develop a practical and effective performance system,and improve the management content of H iron and steel company's key account.Finally,this paper summarizes the research,and puts forward the shortcomings and prospects for the future development of customer relationship management in state-owned iron and steel enterprises.