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Research On GHASC's Customer Relationship Management(CRM)

Posted on:2018-06-25Degree:MasterType:Thesis
Country:ChinaCandidate:L YangFull Text:PDF
GTID:2382330533458402Subject:Business administration
Abstract/Summary:PDF Full Text Request
With mounting downward macroeconomic pressure,industrial structure changes accelerated.The pressure of the automotive industry will be more severe.As for the entire automotive industry,auto sales increased but decline in profits,at the same time,there are more and more products but decline in market attention.The core competitiveness of the automotive industry has shifted to customers.Auto manufacturers must pay more attention to sales and services,accurate grasp of customer needs,rapid response to individual needs,to provide convenient access channels,good after-sales service,to improve customer satisfaction and loyalty.Therefore,to carry out the customer relationship management(CRM)and achieve differentiated competitive advantage become the key to auto manufacturers to win the market competition.The paper focuses on analysing the Website digital marketing management,Customer relationship management(CRM),800 call center,customer data management,which are four core areas that affect the management of customer relations in Guangqi Honda Automobile sales co.,Ltd(GHASC),to grasp the status quo and found its main problems in four aspects.By the theory of customer relationship management(CRM)combined with the present situation and future development strategy of GHASC,This paper puts forward a solution of building GHASC's official website digital marketing system,establishing customer 360 degree management system,and completing a powerful 800 call center management system.With the purpose of improving the customer relationship management of GHASC.Meanwhile,In order to ensure the customer relationship management(CRM)proceed smoothly.This paper gives specific solutions of organizational structure,customer information,system integration and so on.Finally,the implementation of the solutions proposed in this paper will have a far-reaching significance for the future development of GHASC.
Keywords/Search Tags:Automobile sales enterprise, Customer relationship management(CRM), Customer satisfaction, Customer life cycle(CLC)
PDF Full Text Request
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