Research On Customer Relationship Management Improvement Strategy Of PENAVICO(Tianjin)

With the improvement of informatization leval,the business management and management thinking of a company began to change from the benefit-center to the customer-center,especially for the service enterpriselike PENAVICO(Tianjin),the customer is the basis of its survival and development,PENAVICO(Tianjin)should develop a customer-centric service concept.PENAVICO(Tianjin)was established in 1953,has a history of 60 years,it has been accumulated some bad atmosphere and service concepts in the long-term monopoly management,the customer relationship management does not get much attention.The ship agency market in China gradually liberalized after the reform and opening up,PENAVICO(Tianjin)began to transform from monopolize operation into a market-oriented operation,it begans to pay attention to the service quality and customer relationship management improvement,but there are still many problems exsiting.Facing of market competition,profit thinning,customer demand and other external disturbances,PENAVICO(Tianjin)how to use their own accumulated customer resources,customer relationship management proposed improvement strategies,establish perfect customer relationship management system,to maximize the enterprise value through customer value maximization,is a key problem related to the survival and development of PENAVICO(Tianjin).This thesis studies the improvement strategy of customer relationship management of PENAVICO(Tianjin),first,the background and significance of this paper is elaborated,the current research situation at home and abroad is analyzed;second,the research ideas and contents of this paper are pointed out;third,the concept and basic theories of customer and relationship management are analyzed,the current situation and exiting problems of customer relationship management of PENAVICO(Tianjin)are pointed out on the basis of the brief introduction to PENAVICO(Tianjin);fourth,the strategy of customer relationship management reform of PENAVICO(Tianjin)is put forward on the basis of exsiting problems;Finally,in order to guarantee the smooth implementation of the customer relationship management reform strategy of PENAVICO(Tianjin),some safeguard measures are put forward.Through this study,theoretical support and realistic basis for the improvement of customer relationship management PENAVICO(Tianjin)is provided.