A Study On The Customer Relationship Management Of Xiangtan Golden Hammer Auction LTD Company

With the development of Chinese economy, the circulation and trading of all kinds of commodities are more and more active. As an important part of trading, auction is also stably attracting people's attention. Nowadays, as some international large-scale auction companies entering Chinese markets, and some Chinese large-scale auction enterprises expanding their markets in China, the living space for medium-scale and small-scale auction companies are getting smaller, the competition is getting hot, the competing areas have been developed from single brand and price competing to imformation, efficiency, service competing and all other kinds of competing. Under this situation, the medium-scale and small-scale auction companies have already faced several problems, such as, how to keep their market share in this industry, how to continues and stably develop themselves, and also, how to improve their core competence.As a management method and technique, Customer Relationship Management (CRM) has been rapidly developed through enterprise changing from'products focus'to'customer focus'. CRM is an effective integration of human resource, operation process and information technology. It makes enterprise can lower its costs, and more effectively satisfy its customers'needs. Therefore, enterprise can get more markets share and new marketing opportunities to improve its competition ability.Firstly, the article introduces CRM's definition and basic contents, which including CRM's genesis, meaning, function, development and actuality, etc. And then, it emphasizes that actualizing CRM is necessary for enterprise to build its information system, to change its management thinking, and to improve its competition ability. Based on these, the article uses Xiangtan Golden Hammer Auction LTD Company as a research object, combines with auction industry's characteristic, deeply analysis the medium-scale and small-scale auction companies'customer relationship management actuality and the competitive marketing environment they faced. The article points out the methods of ameliorating customer relationship management in the case. And also, it states the operating function of applying CRM; the assessment of operating efforts; and the guarantee action of operation in the case. Finally, through the case study of applying CRM in Xiangtan Golden Hammer Auction LTD Company, the article concludes that actualizing CRM not only be beneficial for the medium-scale and small-scale auction companies to seek and bring up their new customers, but also be beneficial for them to improve and manage their customer relationship, then can improve their company's competitive ability. At the same time, the results of research offer a reference for similar auction company to apply CRM.