Research On The Systematic Planning Of Mobile Customer Relationship Management Of Company B

With the rapid development of information technology,market competition had become increasingly fierce.More and more enterprises began to dilute the traditional business concept and mode of "product-centered",but to focus on the new concept and mode of "customer-centric".For the traditional manufacturing industry such as engineering machinery,their customers and service staff were the so-called "mobile workers" who with strong demand for CRM and mobile applications.However,the knowledge and promotion of the CRM in the engineering machinery enterprises were weak and deficient compared with other industries.Moreover,the capital and time cost required for CRM implementation is huge,which forms a higher access threshold.In addition,there was also lack of research to the reforming measures which supporting the implementation and deployment of CRM application system in the engineering machinery enterprises.This thesis took Company B,an engineering machinery manufacturer,as the object of study.In view of the fact that CRM application had not been implemented in the current management activities of the company,the thesis summarized the outstanding problems existed in the management activities of the company.Analyzed the demand of mobile CRM by questionnaires.Emphasis was laid on the analysis to the requirements for Mobile Customer Relationship Management system of Company B under the dimensions such as characteristics of engineering machinery industry,customer demand,marketing demand,sales demand,service demand and system technology demand.Detailed planned the specific function to the modules of the system and emphasized on the mobile functions and system processes.Meanwhile,the framework of mobile CRM system and the budget plan of the system proposed had also been planned accordingly.The planning provided a theoretical basis for the implementation of mobile CRM management mode in Company B in the future.Provided a solid foundation for the design,development and implementation of the mobile CRM system afterwards.The research had the practical significance to benefit to the small-scale enterprises with weak capital base to greatly reduce the expenditure of cost and time in system development and implementation through the detailed systematic planning.Meanwhile,the research also had the practical significance to provide some reference and help for other engineering machinery enterprises which implement mobile CRM.