| Since1953in which year FAW lays a foundation, automobile industry inChina has walked through for62years, and has been fully integrated into theworld’s automobile industry. Now, the annual output of China’sautomobile has reached the level of20,000,000. This output benefits fromChina’s automobile market which is growing quickly, and also meeting withthe growing consumers’ demands. Recently, although the rigid demand for thecars still exists, in the increasingly complex market environment, under the impacts ofregional purchasing policies and local brand protection policies, the annual salesvolume of China’s automotive industry is in a steady growth which has sloweddown. For every automobile company, the model of pure profit from automobilesales is no longer existing, the competition between automobile companies haschanged from technical competition and price competition into after-sales servicecompetition, the profit point is also changed from the sale field into after-salesservice field. Therefore, how to keep the customers staying in the dealers’ after-salesservice network, which means how to maintain a high customer loyalty, will be thekey factor to decide the profitability of automobile company.The concept of Customer Relationship Management (CRM) has developed formany years.Now, it is a new mode of enterprise management guiding ideology andconcept, and is also an innovation enterprise management mode and operationmechanism, as well as a summary of information technology, application of thesoftware/hardware system and integrated application solutions. At present theautomobile companies have imported the comprehensive dealer/service businessmanagement systems and CRM system, and increased the CRM to the level ofcorporate strategic planning.In FAW-VW Audi Sales Division (ASD), the complete customer life cycle isdivided into three periods: leading, buying and owning a car. Each stage has detailed periods according to the time schedule and customer perception. The main focus ofCRM in ASD are two points: one is promoting the transformation of potentialcustomers into real customers, which means improving the conversion rate, andreducing the loss of potential customers through layer upon layer filters; second is toimprove the real customers’ loyalty and encourage the customers who have needs of anew car because of family population increasing or replacement of the old car, tochoose Audi again. The real customers are also encouraged to recommend newcustomers for Audi.This dissertation uses the method of literature analysis, analyses the existingproblems in the development of CRM in FAW-VW ASD, through the reference ofcustomer relationship management concept/application/implementation relatedliteratures and papers and based on the present situation of ASD and businesspromotion, and provide supports and references for theory and practice to CRMsolution formulation and implementation which are based on CRM strategy.During the study, I analyzed the CRM development course in FAW-VW ASD,the opportunities and challenges of Audi and present CRM situation according to theresearch background and research significance. I explored the existing problems inASD, and analyzed the causes of problems, clarified the project to solve the problems,that is, using the data and system integration, resource integration, customer clubconstruction, and making the plan for implementation and monitoring.Through the analysis above, this dissertation expects to finish the integration anddevelopment of existing CRM resources inside ASD, improve present relationshipmanagement business and expand new CRM businesses from the angle of customersatisfaction and customer loyalty, thus FAW-VW ASD could improve customerexperience, promote old customers to buy again or recommend to purchase, attractmore potential customers to choose Audi, and retain more customers in the dealer forrepair and maintenance. The final goal is to increase economic benefits of FAW-VWASD, and promote the sustainable development. |
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