Study On The Relationship Between The Management Of Shenyang BMW Power Generation Equipment Technology Company Customer

With the increasing homogenization of industrial products,"production-centered" concept of operations is gradually being replaced by "customer-centered" concept of operations.Shenyang BMW power equipment technology Company is a research and development,production and sales of diesel generator sets industrial enterprise.How to get new customers and keep current customers,especially key customers,has become the key to the company's ability to achieve the steady growth of sales and profit.The company would like to adopt the CRM to solve some problems relating to the customer relationship management and increase the management capability.Although the implementation of CRM model brings some positive effect,there are still some problems.The thesis aims to make some researches about these problems and get some improvements to increase the CRM.The thesis,firstly,introduces the background,the importance of the research subject and the research plan.Then it introduces and summarizes some theories about customer relationship management,customer value,relationship marketing and one-to-one marketing.These provide the base to the implementation of CRM.In the following part it takes Shenyang BMW power equipment technology Company as an example to analyze the background and status before adopting CRM model.According to the interviews and discussions with senior manager,we find there are four main problems,which is confusions about the CRM theory,requirement to improve the data quality,unsystematic customer development and resource allocation,requirement to improve management.The reasons are mainly from two aspects:awareness and mechanisms.Thus the development of customer relationship management solutions to optimize the design goals and optimize the design to enhance the level of customer relationship management and the guarantee of the implementation.