The Research Of Customer Relationship Management In Tobacco Business

Customer Relationship Management (CRM) is the result from unification of modern management and the advanced information technology. By establishing the"Customer-Centric"corporate development strategy, enterprises adopt CRM as the foundation for entire business processes maintenance and implementation including customer evaluation, selection, acquisition, development and retention. Enterprises focus on customer relationships through organization reengineering and business processes optimization, deploying customer research to enhance customer satisfaction and loyalty to improve operation efficiency and profitability. It is also a total solution of software and hardware, which is designed to realize fully electronic operation as the ultimate goal of enterprise.The thesis paper conducted researches and the analysis on the general theory of customer relationship management, redefined and repositioned customer relationship management. The study focused on the current status of Chinese tobacco industry. It analyzed the current challenges facing the tobacco enterprises in the sales network in a highly competitive market. The paper also emphasized the necessity and importance of establishing customer relationship management system. In addition, it conducted studies on new type of CRM system for tobacco enterprises in the sales network. Furthermore the paper designed a framework for the construction of customer management system under the new situation. Taking into consideration the typical characteristic of tobacco market in Shanxi Province, it expounded the establishment of customer relationship management system of a distinctive style.