The Research Of The Customer Relationship Management (CRM) In The Booking Service Of Cosco Logistics Shanghai

Ever since the reform and opening-up, especially after China's entry into WTO, the international trading of China has achieved a rapid development. More and more the domestic and international companies join the shipping market and create fierce competitions. In recent years, some traditional freight forwarding companies suffer from the difficulties of falling market share, decreasing income and dropping customer satisfactions.Cosco Logistics, which has two famous service brands of both logistics and public shipping agency, was established on January,2002. It is an integration of China Ocean Shipping Agency and Cosco International Freight Co., Ltd. Cosco Logistics Shanghai, acts as the largest subsidiary, has one of the largest booking platforms in Shanghai market. Its main role is a booking agency of container shipping business. And now, it has to answer the question of how to survive from the competition.This paper carries on a discussion of container booking business unit in Cosco Logistics shanghai. After a thorough analysis of the market environment and competition, using the concept of modern CRM theory, the writer tends to bring some practical CRM strategies according to the problems in the current operation of this business unit.Firstly, from the perspective of business process optimization, ASME method is used in this paper to analyze the current service process, and to find out opportunities of redesigning and establishing a unify booking service platform. After the performance evaluation, the organization structure will be reformed.Secondly, the E-commerce construction can achieve the information share between Cosco Logistics and customers, which increases the speed of getting feedback and processing the documents. It also points out the goal of Information System Planning.Thirdly, the company should create a customer oriented Enterprise Culture which suits the CRM system.Finally, the paper suggests that the company should strengthen the quality control, increase the customer satisfaction rate and it also gives a brief of the QC practice in Cosco logistics which is targeted to increase the efficiency of bill issuing.In conclusion, based on the research and discussion, this paper tries to give some clues about how the traditional shipping booking agencies can find proper ways to reach a sustainable development in the competition.