Research On CRM Strategy For Endress+Hauser

This thesis firstly summarizes the current situation and theoretical research of Customer Relationship Management (CRM). Then, the thesis focuses on the structure, realization technology and practical values of CRM and the value chain of industry. On this basis, the thesis studies the competition strategy, market positioning of Endress+Hauser, the value chain of the automation instrumentation industry, and the method of actualizing CRM system, etc.In order to analyze the business environment, enterprise ability and product strategy of Endress+Hauser, the thesis introduces several management theories, such as value chain theory, competition strategy, CRM and service marketing theory. Combining many analysis methods, the thesis provides strategy on CRM.The thesis, combining practice of Endress+Hauser, analyze demonstration of CRM, include automation instrumentation products analysis, marketing and service channel analysis, enterprise IT system analysis, customer analysis, etc. It is emphases that analyze product lifecycle management system in automation industry, and innovative combine that with CRM to extending locale management.In the end, the thesis give the Goals of Endress+Hauser CRM project, brings forth the solution of CRM and rule of operation.