The Application Research Of Clientele Relationship Management Strategy In Chinese Tobacco Business Enterprises

We are in a period that the information production,gather,combing and feedback are rapid.If an enterprise wants to win in business battlefield,it must have agility of consumers and response in time.So,the customer relationship management is important to development of the enterprise in the global economy and integral service.However, in performing its functions,the Chinese tobacco business enterprise overemphasizes the function.Therefore,it has yet to pay the retailing customers,a resource of strategic importance,its due attention.With gradual perfection of the socialist economic system and the forthcoming termination of"tobacco protection period"committed with the entry of the World Trade Organization(WTO),the Chinese tobacco business enterprise will inevitably encounter fierce competition as a result of internationalization of the national market.To be better prepared to meet the upcoming challenge,this thesis discusses the urgency of establishing the concept of"modern management of clientele relationship"based on the analysis of the backgrounds which the Chinese tobacco business industry will be against and the analysis of its need of strategic development.The thesis further discusses in great detail of the content and the characteristics of the strategy of clientele relationship management,the advanced experiences from abroad and the status quo of such a strategy,for the purpose of finding a theoretical basis,the advanced experiences that could be borrowed and the defects in itself,and ultimately for the purpose of making"clientele relationship management"the essential element of the industry's existence.In order to put the concept into actual practice,this thesis designs the strategy from the perspectives of guiding principle,content and its application.Meanwhile,this thesis takes an example of Beijing Chongwen Tobacco Company to emphasis the execution of the clientele relationship management and analyses the beneficial result of the execution.