Analysis On The Problems And Countermeasures Of Y Company’s Customer Relationship Management

Along with the market economy going deep further,customer relationship management(CRM)has been a focus of attention in modern marketing.The status of customers has become increasingly prominent,and more and more companies have realized that they must shift the company’s central strategy from products to customers to survive in fiercely competitive market.This is even more true for port company which customers are the core competitiveness,thus,it is of great significance to implement CRM.Only through satisfying the needs of customers,developing and maintaining customer relationships can companies keep a foothold in the fierce market.In the process of managing Y company’s CRM,it should take appropriate measures to improve competitiveness and sustainable development combining its practices.What’s more,the thesis is of certain significance and reference to guide similar enterprises to improve their management level.On the base of reading literature,I decide to choose CRM of Y company as a reach object.After reviewing the literature on CRM,it established the research methods and ideas.Literature review method,case analysis method,questionnaire survey method,analytic hierarchy process and fuzzy comprehensive evaluation method were used to study the following aspects.Firstly,the concepts and profound significance of CRM were discussed.Secondly,it reflected the current status of the company’s CRM and the problems of weak understanding,lack of management,weak information construction according to questionnaires and relevant information of Y company.Then,it analyzed the causes via analytic hierarchy process and fuzzy comprehensive evaluation method,and then proposed countermeasures.Such as,changing ideas,optimizing the management system,strengthen information construction.Finally,chapter six concluded this thesis,and put forward the limitations of the present study.