Chinas Auto Enterprise Customer Relationship Management Situation and Countermeasures_554.doc

chinas auto enterprise customer relationship management situation and countermeasuresabstract: customer relationship management is a device intended to improve the relationship between business and customers, improve customer loyalty and satisfaction of a new management mechanism. with the increasing competition in the automotive market, customer relationship management system as a new management system has been applied in the automotive business, but there are still some problems. first analyzes the automobile enterprise customer relationship management, the status quo and existing problems, and then elaborated in the automotive customer relationship management, the importance of enterprise management, and on this basis, offer some suggestions. key words: automobile enterprises; customer relationship management; the status quo; countermeasures the implementation of an enterprise customer relationship management, the necessity and importance of the first of all, a car driven by strong demand for customer-differentiated. as chinas economic development and the changes in automotive technology, consumers face an increasing number of choices, customers increasing demands of enterprises, which have allowed enterprises are facing increasing competitive pressures. how to improve customer satisfaction and loyalty, and ultimately improve the competitiveness of enterprises, has become a priority in the enterprise managers face an important issue. customer relationship management is based on such needs arise. second, the auto market increased competition. today, the focus of market competition, the competition has shifted from product brand competition, competition and customer service competition. between enterprises to compete to retain customers, if not the effective implementation of customer relationship management, customer-facing resources, will be the loss of profitability of the shrinkage problem. in addition, the implementation of customer relationship management for auto companies a lot of advantages: first, reduce operating costs and increase revenue; the second is to improve service, retain customers, improve customer loyalty; third is to improve the efficiency of business operations; 4 is word of mouth effect, mining customers potential value. every enterprise has a number of customer base, if they can stretch level of customer demand for research, you can bring more business opportunities. two auto companies to implement customer management status and problems of (1) does not foster a customer-centric philosophy. crm is currently benefit from the auto manufacturers are beginning to realize that they in fact did not meet the basic needs of customers, their way of thinking is also retained most of the product-oriented as the center of the era, are not aware of the modern enterprise competition has been more difficult to in the service to competition, improve customer satisfaction and loyalty is the business development of the long-term solution. (2) the lack of a corresponding enterprise customer relationship management system management system is imperfect. vehicle manufacturers under the guidance of the above-mentioned concepts, resulting in a lack of a unified automobile companies, and enterprise development strategies and objectives that match the management system. although the department has been set up to carry out a full-time customer relationship management, but the overall organizational structure, management mechanism of adjustment could not be coordinated. at the same time, there is also the companys overall goals and objectives deal with the relationship step by step without spaces, the focus is not prominent, the procedures are not standardized and so on. (3) lack of necessary technical support, customer relationship management information behind. automobile companies to carry out the work of information encountered in a weak sense of enterprise information, enterprise fund shortage, businesses fierce competitive environment, few issues such as corporate profits, and less use of information systems for enterprises to consider the long-term, healthy and sustainable development. automotive business-to-customer classification is unclear, the customer is not enough awareness of the importance of customer research is not enough, the concept of category management has not been a high degree of attention, it is only in its initial stage, only the client file management. reposted elsewhere in the paper for free download http:/ three automobile manufacturing enterprises to implement customer relationship management, strategic response 3.1 establish a customer first concept, enhance service awareness thought the decision on actions to establish customer-centric concept in the implementation of customer relationship management, management is particularly important. automotive companies must first have the highest policy level customer-centric concept, in order for employees in work implementation. staff training, indoctrination customer first thinking. staff should be fully understand and grasp the concept of customer relationship management, customer relationship management and a clear strategy for the benefits of businesses and individuals to enable enterprises from top to bottom to achieve a real sense of customer-centric business model. 3.2 to carry out customer relationship management, enhance personalized services automobile enterprise system, customer profiles can be established to carry out a scientific customer classification, implementation of effective customer management. for different levels of the different needs of customers, to uphold the customer-centric, management resides with service management philosophy, customer management, at every level responsible for greater control. 3.3 construction technology platform for customer management, to carry out service innovation, improve service levels technology infrastructure to maintain adequate investment to ensure that customer relationship management relating to the call center, data warehouse, mis and business intelligence, edi and other systems for development, to enterprise information to drive customer relationship management implementation. for example can use the call center customer information, using data mining, can find potential customers, through the relationship marketing its customers into reality and realize their loyalty. 3.4 the implementation of relationship marketing customer relationship management under the as the car manufacturers customers can be divided into two major categories of dealers and end users, so to implement customer relationship management, w