The Research Of Customer Relationship Management In Auto Dealer

In recent years, along with the fiercer market competition, people have deeply realized that customer relationship management is a key factor to the success of an enterprise, and an advantageous source for enterprise competition. In a completely competition market, customer resources have been considered as enterprise capitals by more and more enterprises, and have been managed with capitalization. CRM software is applied widely as a computer assistant management tool in enterprises.The research background of this thesis is auto industry, and the research questions are mainly two aspects: first, to explore the customer lifecycle mode and the calculation way of customer equity of auto dealers; second, to seek the drive mechanism of customer loyalty, set up a model and testify the model according to the investigation of customers of a certain auto brand.On the aspect of customer lifecycle, this thesis proposes a five-phase point, analyses the features of five customer lifecycle modes, and studies the customer lifecycle of auto industry; On the basis of former researches of customer equity, it designs a model of calculating customer equity for auto industry.On the aspect of the drive mechanism of customers' loyalty, this thesis founds a drive mechanism model of customers' loyalty from the feature of auto industry and proves through practices that the service quality has significant effects on customers' loyalty and customers' satisfaction has uncertain effects on customers' loyalty. In the work of demonstration, samples are got from sold cars by an auto company in May, 2005 and data are collected in the way of telephone interview.In the last part of the thesis, according to the features of auto selling enterprises and some conclusions in the thesis, a relatively practical CRM system mode is designed.