The Strategies Study Of The Customer Relationship Management Of SDZ Company

In recent years,the whole China’s medical equipment industry is in a state of rapid growth.Among this,with the popularity of minimally invasive surgery,medical endoscopy industry is also into an increasing state.The constantly increase of the market scale leads to a fiercer competition and smaller products differentiation among the enterprises.Therefore,it will be harder to continue lasting competitive advantage if the enterprises solely rely on the product advantages.SDZ China,as a wholly owned subsidiary of an old brand German endoscopy manufacture,must pay more attention to the modern marketing patten with the customer as the center.Only in this way,can SDZ China continue to maintain the dominant position in the intense market competition and accomplish the sustainable development in the Chinese medical endoscopy market.Firstly,this article studies the external environment of medical endoscopy industry,the internal conditions and STP marketing strategy of SDZ company.Then it introduces the related conception of customer relationship management(CRM),points out the problems on CRM of SDZ company and analyses the cause of these problems by combining the theories of CRM,such as the lifetime of customer relationship,customer segmentation,customer value and customer loyalty.The problems are focused on:unbalanced investment and return ratio to some customers,improper ways to classify and manage different customers,inadequate digging and using of the customers value and low loyalty of the customers.At last,the article puts forward some strategies to optimize the customer relationship management(CRM)of SDZ company,including:to clear the important work in different stage of the lifetime of customer relationship,to optimize the ways to classify and manage the customers,to increase the customers’ value by enriching the contents and means of the cooperation with customers and to establish a longer and closer cooperative relationship with customers by improving the working ability of SDZ’s employees.This article makes a comprehensive analysis of the customer relationship management(CRM)by using the related theory and combining the actual situation and put forward some strategies to solve the related problems.The aim is not only to offer some suggestions for a better and further development of SDZ company,to let the company pay more attention to customer relationship management(CRM)but also provide some references for the similar medical equipment company in China.