Research On Customer Relationship Management Of Dongfeng Motor Suspension Spring Co.,ltd

As the foundation of the whole vehicle,auto parts play an indispensable role in the development of the whole vehicle industry.Being in the world market environment,many countries in the world have invested in building parts factories in China.They have brought advanced technology,management and marketing experience,which inspires the transformation of China's auto parts industry and brings more opportunities and challenges to auto parts manufacturers.However,Chinese enterprises ignore the importance of auto parts industry to customer characteristics,market trends and marketing status quo,resulting in the company's target market positioning bias.Through the research and analysis of customer relationship management of Dongfeng Motor Suspension Spring Co.,Ltd.,this paper clarifies the target market of the company,provides guidance and reference for Chinese enterprises to maintain customer loyalty relations,increase product sales and increase market share.This paper first puts forward the research background and significance,as well as domestic and foreign research trends,research methods and ideas.Secondly,it elaborates relevant theories of customer relationship management,including the essence and connotation of customer relationship,the basic types and life cycle of customer relationship,and the factors that affect customer relationship management.By analyzing the current situation of customer relationship management of Dongfeng Motor Suspension Spring Co.,Ltd.,it is pointed out that the existence of the four stages of customer classification,customer relationship classification and customer relationship life cycle,and the problem of customer relationship management strategy adopted by the company.Through the case analysis method,in view of the industry benchmarking enterprise,TRW Automotive Company's rich experience of customer relationship management,measures are put forward to improve customer relationship management in Dongfeng Motor Suspension Spring Co.,Ltd.,mainly includes strengthening the management of customer information,establishing customer archive information base,excavating customer information,at the same time the introduction of ERP systems,as well as scientific and reasonable customer classification,and adopting differentiated customer relationship management for different types of customers.Finally,the paper puts forward some strategic Suggestions such as adjusting the organizational structure,optimizing incentive policies and customizing human resource management.To sum up,in the face of fierce market competition,Dongfeng Motor Suspension Spring Co.,Ltd.needs to improve customer relationship management,improve customer satisfaction and maintain customer loyalty relations.Only by this way,Dongfeng Motor Suspension Spring Co.,Ltd.can become dominant and invincible in the rapidly changingmarket competition.