CRM's Research Of Application In Sale Management Of SINOTRUK

The basic idea of the Customer Relationship Management is integrating the relatively independent operations like Marketing Management, Sales Management and After-sale Service into an uniform operating platform, and forming the report for reference of any decision-making from analyzing the data, to service for the business operations.In this paper,the concept, development and function of Customer Relationship Management are first discussed, and the effects, show as increasing the profit, strengthen the core competitiveness of company, are analyzed then, the problems and benefits of the company in its execution are also stated. The Customer Relationship Management theory should be known and executed by the company as soon as possible, in order to form a new driving force of development for the company, at last the paper advises.After many years of information project construction, SINOTRUK Company has basically formed information-based management structure. As being used in its Sales Department, the "All-In-One-System of SINOTRUK Company's Sales Management" is introduced in this paper about its design and function, and also its advantages and disadvantages are discussed. And the paper then shows that the company must stress the customer based idea in the sales management system, and through the system to prompt the employee and salesmen to build the customer based idea, and consider the perspectives of the customers in everything, remain more old customer and grow more new customer,and to promote the fine development of the company, prompt the extensibility of management system, and work for the management preferably.And a practical Customer Relationship Management system for Sales Management for SINOTRUK Company is also designed and analyzed at the end,and analysed the benefit of the Customer Relationship Management System of SINOTRUK Company.In the final analysis, through the study of the function and realization of Customer Relationship Management, this paper mainly shows the way how to integrate the internal resources and make an advisable strategy choice and business planning under the Customer Relationship Management system based on the analysis of the infomationization execution to help the company's long term development. Study Results1. Use the method of integrating theory analysis with practice to make the results applicable.2. Discuss the way how to integrate the internal resources, design the management system adapting the company development, mine the data resource, increase the profit, and strengthen the core competitiveness to help the company's long term development.3. With the experiences of the Customer Relationship Management system used partly, prepare for the execution in whole company, and contribute to the company's long term sustainable development.