Research And Improvement Of Customer Relationship Management Of Harbin Heavy Industry Equipment Manufacturing Co., Ltd

The competition among enterprises has become even more intense andhighly competitive especially in the expansion of economic globalization today,which, undoubtedly, makes the number of customers the core value of a company,because the customer quantity determines the profit of a company. Meanwhile,more companies are paying close attention on strengthening the management ofcustomer relations so as to attract more people and increase the efficiency ofmanagement; moreover, it plays an important role in decreasing cost of productsand increasing the future profit as well as promoting the core competition of acompany.The Harbin Heavy Industry Equipment Manufacturing Co., Ltd (HHIEM) isa representative company in heavy industries, which, to some extent, i s tend tobe in lack of customers. However, foreign heavy industries have entered in to thelimited margin of domestic market when China has joined in WTO. Under thesecircumstances, only by enhancing the abilities of customer relations management,the HHIEM can seek their own development in the harsh marketing competition.On the other hand, it can’t be neglected the shortcomings in the enterprisemanagement, that is, the company has a superficial and starting recognition andunderstanding of customer relations management.The thesis is through the research angle of the competitors’ analysis, theinternal analysis, and the trade analysis of the heavy equipment manufacturingindustry, combined with comprehensive analysis of interviews with internal staff.It elaborates the current situations of customer relations management of theenterprise, and analyzes the origins and difficulties of the companies’management by three different steps of products, which are pre-sale, on sale andafter-sale stages. Furthermore, at the end of the paper, it offers methods toimprove customer relations management according to current difficulties,including the alteration of corporate culture, the unification of informationcollection, the building of data base, the classification of customers and theimprovement of customer service vice versa. Meanwhile, the thesis is focus onthe research of the implementation steps and protective measures of the customer relationship management and has deeply discussed accordingly.These improvement countermeasures, under the helps of implementationsteps and safeguard measures, can not only assistance the company to build up asolid and stable customer relations in the future, but also help increase thesatisfaction and loyalty of customers, which, can brings higher revenues to thebusiness.