Countermeasure Research On Customer Information Management Problem Of Automotive Company A

In the environment of competition which is being increasingly fierce，CompanyA，The automotive enterprise in this thesis, is confronted with the task of maintainingthe marketing share and keeping the growth and its marketing process is more andmore customer-oriented now. The enterprise should care the both customers andleads to sell more production and related services.There is huge amount of customerinformation left in Company A,but it is really difficult to take full advantage of thedata because of the distributed storage and the concealing existing. The integration,cleaning and reconstruction of the customer related information is a key work tocompany A.The customer management pattern of company A is typical in china’s automobilemarket, this is the reason for that the Thesis is written, the writer wants to give theresearching as a helpful reference to the enterprises which are in the similarsituation.The management of mass data for customer and customer-related touch pointsis the main object which be analyzed by this thesis. The author tries to use “mass datafor customer” asa key word to refactor and integrate customer-related information incomplex business and system management scenario. In the Chapter1of the Thesis,the status of company A and the status of the customer information management areintroduced. Then in Chapter2, the author give an analysis in detail on the dataresource, the amount of the data and the data quality. In Chapter3, The solution forthe issues of customer information management is discussed, in the solution, The database-marketing, process re-engineering and the restructuring to IT system are thekey content. in Chapter4, the writer give a discussion when looking into the futureperspective.The main object of the thesis is as follows, at first, an information managementmode which adapts to the distributed system and Multiple data sourcesenvironment is designed to solve the business issues of the enterprise. Secondly,The author also gives some instance to explain the business value of the mass data todatabase-marketing (including sales and service).The researching of the customer information management pattern is still frontierin China now, the whole solution, which is a complex project including bothbusiness and the IT systems, is still being developed and changing. The key value ofthe thesis is that it gives series of operable and referable method by which aenterprise with a multi-level marketing channel,a large amount of customer data cantry to build the customer information management pattern by itself.