Research On Customer Relationship Management Of Automobile Parts Enterprises

Customer Relationship Management is a modern management philosophy and method,which was produced in the1990s. With the development of information technology andmodern management, Customer Relationship Management has a very wide range ofapplications and profound impact in the world. Many enterprises in China have established a"customer-centric" concept, introduced a CRM system for effective strategic management,and made achievements. Auto parts manufacturing enterprise, the traditional industry inChina, has a rapid development with the gradual improvement of the market economy inrecent years. The number and size of companies is expanding and the competition isincreasingly fierce. The questions about how to attract customers, to keep customers and toexplore customer value have become the focus of auto parts companies’ attention.The implementation of Customer Relationship Management can improve work processesand the work efficiency, and more importantly it is a stable relationship with customers,improve the core competitiveness of enterprises. Auto parts companies has just started in thearea of Customer Relationship Management, and there are some problems and shortcomings，such as not enough attention, deviation of the concept， imperfect market channels andinformation management system, the lack of performance evaluation system. How to solvethese problems，accelerating the development of CRM is a very urgent problem. From theactual situation, this paper put forward countermeasures and suggestions Including thechanging concepts, scientific management and strengthen the construction of talent team etc.In this paper, for the purpose of deepening and advancing the Customer relationshipmanagement in auto parts enterprises，the author summarized the current situation andinadequacies as a basis, I analysis the CRM strategy management framework in view ofmanagement, and made a more detailed elaboration of how to implement in practice andapplication. In the analysis of strategic management, the author used the CRM Strategycreated by Adrian Payne&Pennie Frow to divide the customer relationship management inthe automotive parts companies into five processes. In research on practice and application section, the authors analyzed about real cases to prove his point.In the thesis，Although the author’s Academic point of view was proposed on the basis ofthe theories about CRM，and fully integrated with the actual situation and the cases of autoparts enterprises, we need further discussion and study to correct it.