Research On Application Of Customer Relationship Management In Jinan Tobacco Company

Customer relationship management(CRM) emerged in the late 1990s, which is a management idea and method. Using information technology as a means, with the scientific and rational optimization of the flow of work, deeply analyzing the customer and more perfect customer service, it can satisfy customers' individual demands, improve customers' satisfaction and loyalty and enhance the relationship between customer and enterprises. Currently, CRM has been gradually in application in China's financial services, telecommunications, aviation, manufacturing, and other industries. With the main characteristics of highly centralized administration and management, Chinese tobacco industry practices a management system of unified leadership, vertical management and monopoly. But with the process of China's reform, the depth of marketing process and global anti-smoking campaigns, we can see tobacco enterprise's problems: weak core competitiveness, poor self-sustained developing ability, low customer satisfaction, and so on. Therefore, CRM should be applied to tobacco and we should analyze its implementation in tobacco industry. This is an inevitable choice to achieve the goal of tobacco industrial sustainable development.Firstly, based on the analysis of the tobacco industry, the article made a systematic analysis of the significance and function of the implementation of tobacco industrial CRM. Then it described the development of CRM in tobacco industry and explained the inevitability and necessity of the tobacco commercial company CRM.Secondly, through the explaining of the marketing concept's historical evolution and the theory content of CRM, it explained that in the current condition of buyers' market with customers' individual demands, CRM is effective means of marketing theory to adapt the development of the market economy, enhance customer satisfaction and loyalty and maintain a long-term development of enterprises.Finally, using the scientific method of combination of theory and practice, directed by advanced CRM theory, the main problems in the process of application was found by the ranking analysis of the current situation that CRM applied in Chinese tobacco industry and Jinan Tobacco Company. A comprehensive system was designed to improve the implementation of CRM in Jinan Tobacco Company. Further, it provided proposal to implement CRM effectively for Jinan Tobacco Company. An effective assistance was also provided for Jinan Tobacco Company to achieve the goal of "from administrative monopoly to monopoly service", enhance customers' satisfaction and loyalty and improve the core competitive power.