Design And Research On Analysis-based CRM System For Auto Dealers

Nowadays, Auto Marketing Strategies have become homogeneity in china, and sales profit declines day after day. If auto dealers want to establish themself in an unassailable position, they must strengthen their competitive advantages continuously. Therfore, how can auto dealers put there limited resources into the most valuable customers, and how to improve Customer Satisfaction Index (CSI) have become important issues in car industry. With the continuous development of CRM theory and technology of business intelligence, it is possible to effectivly analyse and manage customers by using the analysis-based CRM system. However, the survey shows that most of dealers' implementation of CRM still remains in the level of call centers or customer information and management process, but rarely used on customer segmentation and customer value management. On one hand, although the analysis-based CRM system is one of the focuses on Academic research, there were little research on its models and methods, and most of the articles still remained in the theoretical stage. On the other hand, as the developers of the analysis-based CRM had not understanded their application business environments, as well as they were not good at technology of business intelligence, as result of few of the analysis-based CRM is useful.This paper designed an analysis-based CRM system, which is suit for auto sales and service, according to the features of sales and service industry and the characteristics of automotive customers'consumption.Hope to provide the auto dealers a customer relationship management practice with a useful reference.At first, this paper introduced the background of the topic, and pointed out that the problems of domestic car dealers'customer relationship management, then summarized the theory of the Customer Relationship Management and analysed the core technologies of the analysis-based CRM system.After that, according to the general structure of analysis-based CRM, and combined with the present situation of dealers and Auto customers' behavior, this paper constructed an analysis-based CRM system for Auto Dealers. And we designed three of special subject models for customer Analysis, which included identification of potential customers Model on the basis of decision tree, Customer Segmentation Model based on K-means clustering, and CSI Analysis Model based on the method of MUSA.Finally, based on the investigation of an auto dealer in WuHan, this paper demonstrated the customer segmentation model according to Customer comprehensive value, and analysed customers' satisfaction using the CSI Analysis Model by means of questionnaire, which can identify inadequacies in services, and forecast their improvement results.