Research On Customer Relationship Management Of Longxi Bearing (Group) Corporation Limited

With the continuous development of the market economy and the advent of the big data era,the marketing strategy of production centered and sales targeted has gradually replaced by a brand new strategy which centers around the customer and gains competitive advantage by the service.The one who wins the customer will occupy the market.Holding effective customer resources has become the key for the enterprises to succeed in the market.Therefore,customer relationship management(CRM)is getting more and more attention.For the enterprise and the management,there are some problems deserving to be taken good care of,such as how to develop new customers,how to deal with the relationship between customers and enterprises,how to improve the level of customer service and how to make customer satisfied.This thesis aims to explore the situation of customer relationship management in Longzhou company,which is a manufacturing enterprise,and to provide some effective help and reference for the operation of the its customer relationship management.The thesis begins with a brief description of the research background and significance,the overview of domestic and foreign research review,research contents and methods.Secondly,it further elaborates the basic concepts and theories in customer relationship management(CRM).And then the CRM to Longzhou company and analyzes the development history of the company,the existing customer relationship management,the current system analysis and the customer satisfaction and loyalty.Then,the current position of the company,including the lack of customer oriented thinking,the weakness in data collection and analysis,the poor overall quality of team members,the poor performance of maintenance in customer relationship and the delay response of customer complaints.By further analysis,the thesis finds out some possible reasons for the aforementioned problems,Such as operator concept deviation,customer relationship management strategy is not in place,customer relationship information backward,performance appraisal and incentive and restraint mechanisms is not sound,customer relationship maintenance strategy is weak,and functional departments are not rationally set up to conduct in-depth exploration and analysis.Finally,aiming at the company's current problems,it proposes to change the business concept and the service attitude;establish the strategic concept for customer relationship management;promote the informationization of customer relationship management;improve the appraisal standard and system,upgrade the overall quality of the staff,change customer maintenance strategies and reinforce the building of functional departments.