Research On Strategy Of Tian Yi Company’s Customer Relationship Management

In recent years,with the rapid development of China’s industrialization and the rapid development of the real estate market,heat exchanger products are widely used in two major industrial and civil fields,and the market demand continues to rise.The strong purchasing power of China heat exchanger market makes foreign heat exchanger brands compete in China,and more and more domestic enterprises have joined the heat exchanger industry.Industry concentration is low,customer loyalty is low,market competition intensity is increasing day by day.How to implement effective management to customers has begun to attract the attention of heat exchanger enterprises.The level of customer relationship management directly determines whether the enterprise can lead the competitor,can establish a continuous partnership with the customer,can dig into the customer value and ensure the steady development of the enterprise.This paper takes Tianyi company as the research object,mainly using literature research method,questionnaire method and qualitative analysis method.First of all,this paper reviews the related theories and models of CRM.Secondly,from the status of the industry,customers and competition three aspects of the characteristics of the heat exchanger industry analysis,and then get the importance of the implementation of customer relationship management.Thirdly,through the introduction of the organizational structure of the company,the customer information management,the customer classification and the performance assessment of the sales staff,and the analysis of the results of the questionnaire survey,we find out the aspects of the customer relationship management of the company.At the same time,based on customer value to the Tianjin regional customer classification,combined with different types of customer satisfaction,to provide the basis for the formulation of customer differentiation management strategies.Finally,the improvement strategy and safeguard measures are put forward from the customer differentiation management,the adjustment of the sales system,the establishment of the customer information database and the human resource management planning.It has a guiding role and important significance for the customer relationship management of the Tianyi company.