| With in-depth development of global economy,benefits of the Chinese ‘Belt and Road Initiatives’ policy and the formulation of the ‘global village’,the frequency of Chinese enterprises going out and participating in international trade activities is increasing.Chinese brands heading to oversea markets not only need the good product quality control,technical innovations and supply systems to solidify the foundation,but also need the own ‘customer focus’ development strategy and emphasize the importance on customer relationship management to make up for different challenges on language communication,culture customs and business habits during foreign trade business.Based on this,this thesis takes C Company,a private production-oriented corporate as an example,analyzes its weakness and core affected factors in Customer Relationship Management and give out specific advice for C Company to improve Customer Relationship Management practical ability,so that it can keep its core strengths in the intense oversea market competition and enhance customer satisfaction.At the beginning,this thesis mainly analyzes the relevant theory foundation on Customer Relationship Management and risk controls in foreign trade business conducted by domestic and foreign scholars.Secondly,from the internal and external environment of C company,industry development status,this thesis finds that C company faces some difficulties in customer relationship management field such as: customer loyalty problem,lacking institutional guarantee,lacking information management and so on.Thirdly,by sorting out C Company’s foreign trade business process and customer relationship management process,hereby we clarify the reasons why those problems are elaborated,from the view of strategic planning,customer demand analysis and resource allocation.Finally,suggestions are given from the view of marketing strategy optimization,process improvement,and company information system upgrade,so as to comprehensively improve C Company’s Customer Relationship Management and core competitiveness.The research gives out positive guidance and suggestions for C company to optimize internal management process and system construction,strengthens information management methods,improves their employees’ abilities,and achieves a higher customer satisfaction.Meanwhile,it also provides specific detailed case reference and solutions with certain value for those companies,which are also under the development of not big enough enterprises together also dealing with oversea business,and companies in some other different industry but in the similar development stage. |
