The Research On Applying CRM Of Petrochemical Enterprises

With the further opening of petroleum and petrochemical market, our petrochemical enterprises will face more challenges. Against this background, the only way to survive in the fierce market competition is strengthening management, especially the supply chain management. But late-introduced conception of supply chain management results in lack of experiences and few references. So the purpose of this thesis is to find out the focal point of the supply chain management in petrochemical industry on the basis of analysis of its supply chain.This thesis firstly analyses the supply chain in petrochemical industry; and then makes in-depth analyses in a particular product chain of petrochemical enterprise and the supply chain of a single product; At last it puts forward the conception that the supply chain of the petrochemical industry is the source-structure supply chain.According to the characters of this kind of supply chain, the conclusion--the petrochemical enterprises should integrate customer relationship management (CRM) in the process of strengthening the supply chain management, can be reached. Now you can see the focal point of this thesis that petrochemical enterprises should pay more attention to the CRM—the backward position in the supply chain.'Customer is the God'is the principle for the all businessman. But customers are different and not all the customers are loyal partners for petrochemical enterprises. How to classify these customers? You can find detail research on this problem from this thesis. First, it analyses the characteristics of CRM in petrochemical enterprises and explains customer categorization, customer needs and customer life cycle (CLC). On the basis of this, author establishes the index system of customer evaluation according to the research on customer worth assessment and attains the evaluation value of customers through quantitative analysis on the customer value index by using fuzzy mathematics . Thus we can figure out directly which customers are loyal partners for petrochemical enterprises and which are'passers-by'.This thesis combines the qualitative content with quantitative content by mathematics'methods; which effectively proves the CRM method. In practice, it is meaningful for CRM in petrochemical enterprises.